SOUTH KOREA. The Shilla Duty Free this week introduced a new review platform, Shilla Tipping, to its mobile shopping app. It allows customers to share product reviews and experiences with others using the vital mobile channel and targets the Millennial generation in particular, said the retailer.
To encourage customers to share their reviews via this platform, profits generated by The Shilla Online Duty Free customer reviews will be shared with the reviewer.
Shilla Tipping is currently available in Korean only, but the company aims to expand the platform to multiple language users. The platform is only on mobile so PC or mobile web users must download The Shilla Online Duty Free mobile application for access.
Shilla Tipping users can write their own review with videos or photos for over 70,000 SKUs offered through The Shilla Online Duty Free. Reviews already posted on other social platforms such as Facebook, Instagram or YouTube can also be uploaded to Shilla Tipping.
As noted above, posted reviews can deliver added benefits to the writer. Shilla Tipping provides an ‘Add to cart’ button for reviewed products. If other customers purchase products from The Shilla Online Duty Free by clicking this button and purchasing, the writer is rewarded.
The company noted: “The more attractive and convincing the reviews are, the more rewards the writer gets. The reward is up to 3% of sales generated from the review. The reward rate can vary along with the writer’s membership level and rating for each product. Writers can convert rewards accumulated over KRW100,000 to cash. Before reaching KRW100,000, the rewards can be converted to The Shilla Online Duty Free shopping mileage or pre-paid gift card.”
Explaining its thinking about the review platform, Shilla said in a statement: “Shilla Tipping is expected to satisfy the unmet needs of online customers. Product details and reviews in online duty free were too simple and short so online customers had to check other websites or social [networks] to get more detailed product information or reviews. With the Shilla Tipping platform, online customers no longer have to wander around multiple websites for more information. The customers now can easily find product reviews and check out instantly without leaving The Shilla Online Duty Free mobile application.”
Current The Shilla Online Duty Free members can touch the Shilla Tipping button in The Shilla Online Duty Free mobile application to access the new platform. Shilla Tipping is already trending, the company said, and more than 6,000 reviews from around 200 content creators with over 6.7 million followers are available for online customers through Shilla Tipping.
Shilla Tipping also provides the basic functions of other social network such as following, feeds and hashtags to connect customers. Many beauty brands’ official accounts are linked to the platform. In addition, as with traditional review services, customers can check what’s trending in the ‘Ranking’ section and ask questions through a Q&A section.
The company noted: “The Shilla Online Duty Free has been redefining online duty free shopping by building its own e-commerce ecosystem. Before Shilla Tipping, The Shilla Online Duty Free last July introduced ‘Lala Club’, providing offers and benefits tailored for customers’ lifestyles. The service is only for South Korean customers now but customer reactions are quite promising. Daily sales from South Korean customers have increased by +18% since the launch of Lala Club.”
A team member at The Shilla Online Duty Free said: “The Shilla Online Duty Free is putting our effort on developing creative business models to attract Millennials to our online duty free shopping platform. The Shilla Duty Free will continue building a sustainable and attractive e-commerce ecosystem for our online duty free by providing what our customers and suppliers are looking for. The Shilla Online Duty Free understands that [there are] great opportunities for us as a retailer.”
