SOUTH KOREA. Shinsegae Duty Free is marking its tenth anniversary with an expansive promotional campaign while refocusing its performance strategy on profitability and customer experience.
The retailer has rolled out initiatives across its retail network, including its online mall, Myeong-dong, Seoul downtown store and Incheon International Airport shops.
The promotional push was launched ahead of the retailer’s exit from the Incheon International Airport DF2 business on 27 April but its DF4 zone stores remain in operation.
As reported, the DF2 concession was awarded to Hyundai Duty Free in February, covering 14 stores across around 4,571sq m of space.
“At a strategic level, we no longer view competition through the lens of market share alone, which we consider a legacy metric”– Shinsegae Duty Free Senior Vice President, Sales & Marketing Division Hyunchul Kim
Shinsegae Duty Free Senior Vice President, Sales & Marketing Division Hyunchul Kim told The Moodie Davitt Report, “As Shinsegae Duty Free marks its 10th anniversary, we see this moment not simply as a transition, but as an opportunity to reflect on how we have contributed to reshaping the travel retail landscape at Incheon International Airport.
“It is important to note that while we will be exiting certain categories at Incheon Airport – namely cosmetics, perfumes, liquor, and tobacco – we will continue to operate our luxury boutiques and fashion & accessories stores.
“Rather than simply presenting brands, we design curated narratives from the customer’s perspective, often connecting retail with Korean cultural content to create more engaging and memorable journeys for global travellers” – Shinsegae Duty Free Senior Vice President, Sales & Marketing Division Hyunchul Kim
“Our presence at the airport therefore remains very much intact, with a continued focus on delivering differentiated, high-value retail experiences.”
Outlining the company’s direction, Kim said: “At a strategic level, we no longer view competition through the lens of market share alone, which we consider a legacy metric.
“Today, profitability and the quality of our customer base are far more meaningful indicators of sustainable growth, and we are actively reshaping our business structure in line with this shift.
“One of Shinsegae Duty Free’s core strengths lies in our ability to go beyond product retail and create customer-centric content and experiences.
“Rather than simply presenting brands, we design curated narratives from the customer’s perspective, often connecting retail with Korean cultural content to create more engaging and memorable journeys for global travellers.
“We believe that this combination – content-driven curation, a distinctive approach to luxury brand operations, and a differentiated product offering – defines our unique competitive edge and will continue to guide our future direction.”
Running through 28 May, the anniversary campaign offers a range of shopping benefits to thank customers for their continued support, combining interactive events with retail promotions to mark the milestone year.
For online shoppers, the ‘10th Anniversary Best of the Decade TOP 10 Awards’ highlights the ten highest-rated products from the decade. Based on long-term sales data and customer preferences, these standout items will be offered at discounts of up to -55%.
Shoppers can enjoy heavy markdowns across cosmetics and fashion accessories in the ‘10th Anniversary Party – Decade Clearance Sale’, with select items discounted by as much as -90%.
Ahead of the peak summer travel season, the retailer is also launching the ‘10(Ten)-sion UP’ promotion, with a wider focus on high-demand pre-departure essentials such as skincare and fashion products.
At its Myeong-dong downtown location, Shinsegae Duty Free is enhancing its promotional line-up with shopping support benefits and a brand relay week programme.
Through this initiative, Korean and international customers can qualify for a special shopping voucher of up to KRW200,000 (US$135).
During the campaign period, category-specific brand relay weeks will feature discounts of up to -40% across a diverse product range, spanning health supplements to watches and jewellery.
From 1 May, customer participation events and interactive programmes will also be rolled out in stages.
At its Incheon International Airport stres, the retailer is targeting departing passengers with the ‘10th Anniversary 1&0 DAY’ event, offering shopping vouchers on selected departure dates.
Furthermore, a purchase of ten-year aged liquor entitles customers to KRW10,000 (US$7) duty-free point cashback. ✈
