Shilla免, Complete Overhaul of Online Duty-Free Store... "Aiming to Attract Domestic Customers"

Complete Overhaul of User Environment and User Experience (UI·UX)
Actively Incorporating On-site Feedback from Customers and Brand Companies

Completely revamped Shilla Internet Duty Free Shop.

[Asia Economy Reporter Yuri Kim] Shilla Duty Free announced on the 12th that it has completely revamped its online duty-free store to coincide with the growing interest in overseas travel. The company explained that it significantly changed the user interface and user experience (UI/UX) to allow customers to conveniently access a variety of information and services.

Shilla Duty Free stated that despite COVID-19, it gathered diverse opinions from about 500 members who frequently used the Shilla online duty-free store and from more than 10 major brands with extensive product sales experience, and after over a year of preparation, it fully revamped the online duty-free store.

The core of this revamp is that it prioritized convenience from the user's perspective. Shilla Duty Free said it introduced features that simplify the process of searching and purchasing products while allowing customers to easily and enjoyably check essential benefits and product information. The company explained that customers can experience both convenience and new e-commerce technologies simultaneously.

A new "personalized recommendation service" feature was introduced to provide customized benefits and information to customers. Based on customers' purchase and search histories, the service recommends products that customers are likely to prefer, and a personalized messaging feature was also implemented to enhance shopping convenience.

They also introduced short-form videos that allow customers to check product information within one minute without having to read through all the details. Short-form content created by product brand staff and famous creators can be enjoyed in various places such as the main page and product detail pages. Any purchasing customer can also create short-form videos through the video review posting feature.

The product payment screen was greatly simplified. Customers can check products, apply reward points and benefits, and complete payment all on one screen. After registering Shilla Pay or a simple payment service, payment can be completed easily with just one touch.

The revamp also actively reflected customer feedback to improve the design to be simple and easy to use. To preserve Shilla Duty Free’s identity, red color was used as a point to strengthen brand experience, and dynamic screens were introduced to maximize brand image visibility.

To celebrate the revamp, Shilla Internet Duty Free is holding various events. Until the 30th of next month, the Shilla Housewarming event will offer up to 4,500 S Rewards points for the online store. A horizontal and vertical quiz event will award BHC chicken set vouchers (100 winners) and Starbucks coffee vouchers (200 winners) to a total of 300 people who answer correctly. There will also be up to 70% discounts on popular items such as cosmetics, perfumes, and sunglasses, 100 S Rewards points given once daily for attendance, 5,000 S Rewards points for entering the expected departure date, and daily attendance events.

For all customers, a purchase amount-based point giveaway event is also underway: 100,000 points for purchases over $800, 85,000 points for purchases over $650, 55,000 points for purchases over $450, and 35,000 points for purchases over $250.

Kim Boyeon, Executive Director and Head of Shilla Duty Free’s e-commerce team, said, "This UI/UX revamp focused on maximizing customer convenience by creating an environment where users can more easily acquire product information and purchase conveniently. Going forward, we will continue to lead online duty-free shopping by introducing new levels of user experience such as in-store staff video calls and chat consultation services."

This content was produced with the assistance of AI translation services.