SOUTH KOREA. The Shilla Duty Free has upgraded its membership benefits scheme and introduced a new global points system called ‘S. Rewards’. The move, said the company, is an effort to “maximise synergies between online and offline, Korean and international branches”.
The new membership system launched on 27 March. Previously limited to Korean stores, membership benefits now extend to purchases made at Singapore Changi Airport and Hong Kong International Airport, where the retailer runs the beauty concessions.
S. Rewards points are earned according to spend at The Shilla Duty Free’s online and offline stores. These points can in turn be redeemed when shopping duty free. The earning rate of the points is identical regardless of membership level. The points remain valid for five years from the earning date.
Customers can earn reward points up to 0.5% of the total purchase amount, depending on the product category. Last July The Shilla Online Duty Free introduced a similar service called ‘LaLaCash’ that allows a percentage of purchases to be redeemed, meaning that points accumulation has been strengthened with the addition of the new reward points features, said Shilla.
As well as expansion to overseas stores, there are now five membership levels ranging from the newly added bronze as well as silver, gold, black and black prestige. The discount rate applicable to each level is the same as before. Previously, membership levels were determined by purchase amounts but now reward points are the determining factor.
Existing members’ status will be adjusted once their total purchase amounts over a specific period are converted into reward points. No previous membership level will be downgraded with this change, said Shilla.
The Shilla Duty Free has launched various promotional events throughout Korea and International stores to coincide with the new membership system.
Until 30 April, 100 customers will win 300,000 reward points (equivalent to US$300), when signing up to the terms and conditions.
In addition, customers can receive 10,000 reward points when they make at least US$10 in purchases at one of The Shilla Duty Free’s Seoul downtown, Incheon Airport and online stores by 31 May. If US$10 in purchases are made at Incheon Airport, Singapore Changi Airport and Hong Kong International Airport Store by 26 March, 20,000 in reward points will be awarded.
A spokesperson for The Shilla Duty Free said: “The Shilla Duty Free has extended its membership system for the benefit of its global customers. We plan on expanding our member benefits even further to additional stores worldwide.”
