INTERNATIONAL. In two key related developments, DFS Group has introduced a new loyalty programme called DFS Circle and unveiled the luxury travel retailer’s new and official Chinese name – 迪斐世 (dí fěi shì).
DFS Circle’s launch represents the first time customers have been introduced to the Chinese name, designed to convey the company’s positioning as a global luxury travel retailer.
DFS Circle, described as a cutting-edge global loyalty programme, replaces its predecessor, Loyal T by DFS.
“Demonstrating DFS’s unwavering commitment to innovation, DFS Circle elevates the customer experience and redefines the boundaries of customer-centric indulgences,” the travel retailer said.
“It serves as the ultimate gateway to immerse yourself in the realm of luxury, unlocking a plethora of rewards and granting you seamless access to a vibrant community brimming with enriching encounters and extraordinary experiences, all conveniently at your fingertips.”
DFS Circle offers a personal journey of exploration and discovery, the company added. Members can explore a world of rewards and curated experiences while staying connected at every step through the DFS Circle mobile app or WeChat Mini Program.
The new platform rewards customers faster and offers more benefits in over 20 destinations worldwide.
“DFS Circle is more than just a loyalty programme: it is a community where DFS and like-minded members bond over shared values and a passion for personal indulgence,” the retailer said.
In a message to consumers, DFS Executive Vice President Digital Ventures and Marketing Long Chiu said: “Experience a new era of exclusive rewards and global luxury with DFS Circle.
“With access to over 750 of the world’s most coveted luxury brands, customers can indulge in a journey of exploration like never before. From in-store perks to airport lounge access, our elevated services and seamless points currency cater to your every need.
“Get inspired by the endless earning and redemption opportunities and join us in discovering a world without limits. With DFS Circle, the possibilities are endless.”
Multi-tiered platform
DFS Circle offers Silver, Gold, Platinum and Diamond membership tiers and one exclusive, by-invitation tier (Ambassador).
Members can earn more and fast-track their status, with Silver-tier members earning twice as many points and enjoying rewards such as welcome and birthday bonuses.
DFS Circle members can now level up faster, moving through the membership tiers and earning up to 4x points on all eligible spending.
Going global
DFS Circle is a global programme that offers an array of exclusive privileges, rewards and benefits in over 20 destinations worldwide. These include airport lounge passes and a luxury 24/7 global travel concierge assisting with transport, dining, and entertainment at home and abroad. They will be rolled out progressively through the year.
The DFS Circle app allows DFS to interact with members better by providing targeted offers and rewards tailored to their needs and preferences. The app acts as a guide to the world of luxury, offering discoveries of exclusive member offers, privileges and inspiration, DFS said.
The DFS Circle logo represents the idea of opening up to new possibilities, offering the key to DFS customers and inviting them to unlock a world of rewards with the new loyalty programme.
DFS Circle can be discovered on DFS.com, or via the DFS Circle app (available in the App Store and Google Play Store) or WeChat Mini Program, where consumers can unlock a world of rewards.
Existing members are enrolled in DFS Circle automatically. Upon signing in or signing up via the DFS Circle app or WeChat Mini Program, new and existing members receive a complimentary DFS Circle reusable screen wipe.
To celebrate DFS Circle’s launch, members in Macau can receive a crossbody phone strap (pictured below) upon spending MOP$2,000 (US$248), while new members in Hong Kong can redeem a HK$150 (US$19) beauty coupon upon spending HK$5,000 (US$640) on fashion, watches and jewellery.✈
