The Shilla Duty Free (Shilla) is to extend its mobile product review platform (Shilla Tipping) with a new service to mark the concept’s first anniversary.

Shilla TV, a live streaming service, will launch later this month and be the first of its kind among Korean duty free operators, according to the retailer.

The new Tipping-based live streaming service will allow users to purchase from Shilla’s online duty free store at discounted prices, while watching a live streaming video from the creators of Tipping. The live video stream will feature product reviews or content relating to beauty-related topics.

THE POWER OF THE REVIEW

Shilla says the service reflects the characteristics of millennials who are used to communicating with creators and are more likely to consider their input when making purchasing decisions.

It also says the Tipping concept is gaining popularity as a ‘beauty marketing channel’ and ‘creator academy’ in the industry.

Launched last year, the beauty review and social media shopping platform helps consumers find product information in hassle free way when doing duty free shopping. The platform averages about 80,000 to 120,000 users daily, has received more than 120,000 reviews for 30,000 products and reached over 30 million visits in total.

Out of all reviews, more than 40,000 have led to purchases by other customers. One Tipping member has generated sales of around KRW230m from her reviews. Shilla members who leave product reviews with photos or videos can receive up to 3% of sales generated from their reviews.

Various events are taking place to celebrate Tipping’s first anniversary, including a prize lottery and ‘Tipping Rewards’ redeemable for purchases.

Shilla commented: “With its increasing popularity, Tipping is engaging the attention of the industry as a powerful marketing channel that enables interactions with the duty-free retail market’s core customer base of millennials and women.”

The retailer has partnered with various leading brands including Amorepacific, LG Household & Health Care, The Estée Lauder Companies and L’Oréal Group. It is also collaborating with small-to-medium-sized Korean-based beauty brands such as Milk Touch, CNP Cosmetics and I’m From.

SUPPORT MECHANISMS

Shilla describes Tipping as a powerful channel which is suitable for brands looking to scale-up their marketing. The retailer said that all brands which worked with Tipping through ‘Brand Week’ events, achieved at least double-digit growth. The ‘Brand Week’ schedule is now almost full until the end of  the year.

Another strength of the Tipping platform is its team of content writers. These are recruited and managed by Shilla itself.

“The Shilla Duty Free chose 150 promising creators for Tipping from a selection of  ‘micro creators’ with 10,000 to 50,000 subscribers. We have been supporting them through various means including preferential brand sponsorship opportunities, invitations to real-world brand events, duty-free product sponsorships, financial support for content production and shopping incentives.”

With Shilla’s support, creators have experienced subscriber increases of up to five-times. The operator says Tipping is going viral as a creator academy and that it will continue seeking creators.

“Shilla Tipping has quickly grasped millennials with its ability to provide vivid product information with photos and videos, make the mobile shopping experience hassle-free without requiring the use of multiple mobile applications and to incorporate the element of fun into shopping,” the company concluded.