ShoppingDFS Group has overhauled its loyalty programme, offering personalised rewards and seamless access through a mobile app.

Duty-free shopping just got a lot easier

The programme features membership tiers, a mobile app for enhanced engagement, and a global presence across 20 destinations.
The programme features membership tiers, a mobile app for enhanced engagement, and a global presence across 20 destinations. Photo Credit: Adobe Stock/Dmitry

Luxury travel retailer DFS Group has introduced its latest global loyalty programme, DFS CIRCLE, as a replacement for its previous programme, LOYAL T by DFS.

With a strong emphasis on customer-centric advancements, DFS CIRCLE aims to redefine luxury retail experiences by providing an extensive range of rewards, seamless access to a thriving community, and effortless engagement through its digital platforms.

By utilising the DFS CIRCLE mobile app or WeChat Mini Program, customers can conveniently explore curated experiences, access a wide array of rewards, and stay connected throughout their journey. The programme's global presence covers over 20 destinations worldwide, ensuring that customers can enjoy its benefits regardless of their location.

One of the key features of DFS CIRCLE is the introduction of membership tiers. Silver, Gold, Platinum, and Diamond tiers enable members to earn rewards at an accelerated rate and provide various privileges based on their status. Additionally, an exclusive Ambassador tier is available by invitation only, offering enhanced benefits and exclusive experiences.

To enhance customer interaction, DFS has developed the DFS CIRCLE app. This application allows for targeted offers and personalised rewards based on individual preferences. Through the app, customers can discover exclusive member offers, privileges, and seek inspiration within the world of luxury.

Existing members of its previous loyalty programme will be automatically enrolled in DFS CIRCLE, while new members will receive a complimentary DFS CIRCLE reusable screen wipe upon signing up.

As part of the launch celebration, DFS offers special incentives to its members. In Macau, customers can receive a crossbody phone strap 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 on fashion, watches, and jewellery items.

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