DFS CIRCLE: Redefining luxury retail experiences
DFS Group, the world’s leading luxury travel retailer, is proud to introduce DFS CIRCLE, a cutting-edge global loyalty programme that replaces LOYAL T by DFS. The launch of this programme marks a significant milestone in DFS’s commitment to innovation, offering customers an unparalleled experience centred around luxury, rewards, and a vibrant community.
DFS CIRCLE provides members with a personalised journey of exploration and discovery, accessible through the mobile app or WeChat Mini Program. With a presence in over 20 destinations worldwide, the programme offers exclusive rewards, curated experiences, and seamless connectivity. It goes beyond what we expect of traditional loyalty programmes, fostering a community where like-minded individuals can bond over shared values and a passion for personal indulgence.
Speaking on the launch of the innovative new programme, Executive Vice President of Digital Ventures and Marketing, Long Chiu, said: “Experience a new era of exclusive rewards and global luxury with DFS CIRCLE. 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.”
The new loyalty programme introduces Silver, Gold, Platinum, and Diamond membership tiers, along with an exclusive Ambassador tier. Members can earn more and fast-track their status, enjoying benefits such as welcome and birthday bonuses. Designed for global travel, the programme offers privileges and rewards such as airport lounge passes and a luxury 24/7 global travel concierge.
To enhance the experience, DFS has developed the DFS CIRCLE app, which serves as a luxury concierge at members’ fingertips. The app provides targeted offers, tailored rewards, and inspiration, enabling seamless interaction between DFS and its members.
The launch of this programme also unveils DFS’ new and official Chinese name, “???” (dí f?i shì), symbolising its unique positioning as a global luxury travel retailer. The DFS CIRCLE logo represents opening up to new possibilities and invites customers to unlock a world of rewards through this new loyalty programme.
Discover DFS CIRCLE today on DFS.com, the DFS CIRCLE App or the WeChat Mini Program. Existing members will be automatically enrolled, and new members can sign up to receive a complimentary reusable screen wipe. Detailed information on privileges and rewards can be found on DFS.com.
