Shilla Duty Free, Recruiting Customer Experience Group 'Sinsang Expedition Team'

Shilla Duty Free announced on the 28th that it will establish a customer experience group called ‘Sinsang Expedition Team’ and proceed with additional renovations of its online duty-free store, including placing customer review content prominently on the main page.

This additional renovation was planned with a focus on the insights derived from individual interviews conducted with members who frequently use Shilla Duty Free. To more directly reflect customer needs in operations, customer review content was prominently placed on the front of the main page. A review page that curates reviews and short-form content written by customers was positioned at the forefront, and the search function was improved to allow customers to directly search for reviews and short-form content.

Additionally, based on customer requests from the interviews, the new customer experience group, Sinsang Expedition Team, was introduced along with a dedicated page. Recruitment for the Sinsang Expedition Team will take place in April, and selected customers will be given the opportunity to experience various brand products free of charge during a three-month activity period.

Last September, Shilla Duty Free completely revamped its online duty-free store to actively prepare for the post-COVID era. It newly introduced a ‘personalized recommendation service’ that provides customized benefits and information to customers, and also implemented a short-form video review posting feature under one minute that any purchasing customer can create.

To celebrate the renovation, Shilla Internet Duty Free will hold various events. Until April 30, a Review King event will be held where three customers who leave the best reviews among all product purchasers will be selected by lottery to receive a genuine perfume (50mL). Additionally, during the event period, customers who write the best reviews for the Anua and I'm From brands will receive 5,000 Tipping Points convertible into reward points, along with additional gifts such as Anua Moisture Ampoule and I'm From Masks.

Kim Boyeon, head of the e-commerce team at Shilla Duty Free, said, "With this additional user interface (UI) and user experience (UX) renovation, we have made efforts to actively reflect customer opinions and maximize customer convenience. We will continue to lead online duty-free shopping through ongoing renovations and digital innovation."