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DFS unveils new loyalty programme, official Chinese name

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).

SEE ALSO: Dior opens pioneering travel retail boutique at T Galleria by DFS, The Shoppes at Four Seasons 

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.

Source: DFS

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.

SEE ALSO: DFS debuts ‘House of Jewels’ in Macau 

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.