DFS group unveils new loyalty programme and new Chinese name

DFS Circle will replace previous loyalty programme Loyal T.

DFS Group has introduced a new loyalty programme, called DFS Circle, which replaces the retailer’s previous Loyal T scheme. The launch coincides with the debut of DFS Group’s new and official Chinese name “迪斐世” (dí fěi shì).

DFS Circle is described as a cutting-edge global loyalty programme, designed to “elevate the customer experience and redefine the boundaries of customer-centric indulgences”.

Membership unlocks a variety of different rewards, and grants access to a vibrant community of enriching encounters and extraordinary experiences, according to DFS. These can be explored via the DFS Circle mobile app or WeChat Mini Program.

READ MORE: DFS unveils new beauty concept store at New York JFK International T4

More benefits, faster rewards

The new programme aims to reward customers faster, with more benefits, in over 20 destinations worldwide. Accordingly, the new DFS Circle logo is designed to represent the idea of opening up to new possibilities, offering the key to DFS customers and inviting them to unlock a new world of rewards.

The new programme aims to reward customers faster, with more benefits, such as this crossbody phone strap.

“Experience a new era of exclusive rewards and global luxury with DFS Circle,” declared Executive Vice President Digital Ventures and Marketing Long Chiu. “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.”

A range of membership tiers

DFS Circle comprises Silver, Gold, Platinum and Diamond membership tiers, plus one exclusive, by-invitation (Ambassador) tier.

Members can now level up faster, moving through the tiers and earning up to 4x points on all eligible spending. Members can also 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.

The DFS Circle loyalty programme features Silver, Gold, Platinum and Diamond membership tiers – and one exclusive, by-invitation (Ambassador) tier.

The programme’s privileges, rewards and benefits – which include airport lounge passes and a luxury 24/7 global travel concierge service assisting with transport, dining and entertainment – will be rolled out progressively throughout the year.

The new DFS Circle app will act as a guide to the privileges available, providing targeted offers and rewards. Existing members are enrolled in DFS Circle automatically.

Upon signing in or signing up via the DFS Circle app or WeChat Mini Program, both new and existing members will receive a complimentary DFS Circle reusable screen wipe.

To celebrate the launch, members in Macau will receive a crossbody phone strap upon spending MOP$2,000 (US$248). New members in Hong Kong can redeem a HK$150 (US$19) beauty coupon upon spending HK$5,000 (US$638) on fashion, watches, and jewellery.

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