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DFS Group launches new loyalty programme

DFS Group launches new loyalty programme

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DFS Group, a global luxury travel retailer, has unveiled DFS Circle, a cutting-edge global loyalty programme designed to replace its predecessor, LOYAL T by DFS.

As part of DFS's commitment to innovation, DFS CIRCLE aims to elevate the customer experience and redefine the boundaries of customer-centric indulgences. 

DFS CIRCLE offers a personal journey of exploration and discovery, wherein members can explore a world of rewards and curated experiences while staying connected through the DFS CIRCLE mobile app or WeChat Mini Programme. The updated mobile app allows DFS to interact with members better by providing targeted offers and rewards tailored to their needs and preferences. 

Don't miss: Changi Airport Group and DFS Group tie-up to enter luxury eCommerce space

“Our elevated services and seamless points currency cater to your every need,” said Long Chiu, executive vice president of Digital Ventures and Marketing.

The launch of DFS CIRCLE is also the first time customers are introduced to DFS' new and official Chinese name "迪斐世" (dí fěi shì), which conveys DFS' unique positioning as a global luxury travel retailer. A statement to the press says that the DFS CIRCLE logo represents the idea of opening up to new possibilities.

MARKETING-INTERACTIVE has reached out for more information. 

Previously, DFS Group and Changi Airport Group jointly launched a luxury eCommerce platform called The platform offers duty and goods and services tax-absorbed (GST) priced premium wines, champagnes and sakes for all consumers.

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DFS Group and Changi Airport end 40-year liquor and tobacco relationship

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