Shilla HK reveals online focus during Covid-19 crisis

By Andrew Pentol |


Shilla Travel Retail Hong Kong operates six Beauty&You stores at Hong Kong International Airport.

Shilla Travel Retail Hong Kong (Shilla) which runs the Beauty&You stores at Hong Kong International Airport (HKIA) has identified online shopping promotions as a way of driving sales during the Covid-19 crisis.

As revealed by TRBusiness earlier this week, the Korean retailer, which runs six one-stop beauty and fashion accessory stores at HKIA is not the only DF&TR stakeholder leveraging the importance of online shopping during this traumatic period for the industry.

AS Tallink Grupp, for example, is urging people to purchase via the company’s e-shop platform, which is available for use in Estonia, Sweden, Finland and Latvia, despite the suspension of multiple routes.

With passenger numbers and flights movements dropping 68% and 44.5% in February at HKIA — the airport handled 1.9 million passengers and 18,005 flight movements last month— it is no surprise Shilla is having to think out of the box to increase sales.

Last month, Airport Authority Hong Kong (AAHK) introduced a new round of relief measures to help contain the current crisis. This follows those implemented last September due to the anti-government protests. Measures such as rental concessions and the reduction/waiver of fees have been introduced to relieve the pressure on airport business partners such as Shilla.


As more airlines suspend more flights and authorities in different markets continue implementing immigration restrictions and quarantine measures, retailers such as Shilla cannot rely on support from airports. In a period where traffic to and from Mainland China and Southeast Asia will continue decreasing, retailers much be inventive to help boost sales.


Shilla Travel Retail Hong Kong is devising different programmes which will offer ‘unique shopping experiences’ to travellers during the crisis.

A Shilla Travel Retail Hong Spokesperson told TRBuinsess: “During this current situation with low traffic everywhere, online shopping promotions is one area we are focusing on, in order to meet customers’ needs and to maintain sales performance.”

Whether for online or in stores, Shilla, which has installed personal care and hygiene pop-up counters at HKIA“will continue designing different programmes offering unique shopping experiences and great offers to all travellers.”

The Spokesperson added: “When the market starts to recover, we believe such initiatives will help regain travellers’ confidence and prompt sales to slowly improve.”

When asked by TRBusiness to provide details of the kind of promotions it is focusing on, the Spokesperson highlighted the retailer’s ‘Super Price of the Month’ campaign, which was launched last August.


Promotional initiatives such as Shilla Travel Retail Hong Kong’s Super Price of the Month campaign launched last year, could prompt sales to improve when the recovery from Covid-19 begins.

Hosted at Shilla’s Beauty&You stores at HKIA and on the airport’s shopping platform (, the campaign offers customers up to 30% off prices on a wide range of products and exclusive travel sets from the likes of Estée Lauder, Lancôme, SK-II, Sulwhasoo, Kiehl’s, Shiseido and Clarins.

Super Price of the Month was established to create an ‘all-inclusive 360 shopping journey for Beauty&You customers’ by attracting attention, generating in-store footfall and stimulating spending. Now is certainly the time to be promoting such initiatives.

In addition, Shilla has partnered with AA to offer ‘some hot items’ across the airport’s shopping platform.

At present, customers shopping via AA’s online shopping portal can receive discounts of HK$50 on purchases over HK$500 and savings of HK$150 on tickets exceeding HK$1,000. Free local delivery is also offered to customers spending over HK$100.

Offering an insight into the thoughts of the Shilla team in Hong Kong, the Spokesperson remarked: “The Covid-19 outbreak has become a global concern. Every country is working hard to protect the health of citizens and to help stop the spread of the virus.

“It is normal to experience decreased travel demand and flight bans [in situations like this]. All retailers around the world will face a freeze in sales growth during the coming months.”

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