Shilla Duty Free, 8 Consecutive Years as No.1 in 2022 KCSI Duty Free Category

Shilla Duty Free Seoul Branch Exterior (Photo by Shilla Duty Free)

[Asia Economy Reporter Jeon Jinyoung] Shilla Duty Free announced on the 11th that it has ranked first for eight consecutive years in the ‘Korea Customer Satisfaction Index (KCSI)’ duty-free service evaluation.

The KCSI survey is a customer satisfaction evaluation conducted by the Korea Management Association Consulting. It measures the satisfaction of domestic consumers aged between 18 and 65 who are planning overseas travel and have used duty-free shops within the past year.

Shilla Duty Free is making various efforts both online and offline to enhance customer satisfaction. The Shilla Duty Free Seoul branch has been completely revamped by increasing the ceiling height and expanding the area of the basement first floor store to improve shopping convenience. Through the store renovation, over 40 new brands have been introduced, including the ‘SPACE OF BTS,’ the official merchandise store of BTS, which is operated for the first time in a duty-free shop.

In particular, a ‘Live Broadcast Zone’ was newly established in the middle of the basement first floor store for foreign tourists who do live broadcasts at the duty-free shop. Stores with high recognition among foreigners, such as MLB, Musinsa, and The North Face, have separately built fixtures and interiors to enable live broadcasting.

The online duty-free shop also underwent a complete overhaul based on feedback from about 500 online duty-free members and more than 10 major brands to improve user experience and environment.

With the online duty-free shop renovation, a personalized recommendation service and a new ‘short-form’ feature that allows users to check product information through videos under one minute were introduced, and the payment screen was simplified. Additionally, in collaboration with the global cosmetics company Est?e Lauder Group, the duty-free industry’s first video-based non-face-to-face consultation service ‘LaViewON’ was launched.

Efforts are also being made to strengthen the capabilities of on-site staff. A step-by-step training system, including service education and product knowledge education, has been established so that on-site staff can provide customized services tailored to customer needs. Campaigns for emotional management and morale boosting are being conducted to help manage staff stress and revitalize the workplace atmosphere.

A Shilla Duty Free official stated, "Since 2004, systematically managing customer suggestions and complaints through a system seems to have led to good evaluations," adding, "We will continue to expand customer satisfaction services to provide differentiated shopping experiences both online and offline."

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