DFS has unveiled DFS Circle, a global loyalty program designed to replace its predecessor, Loyal T by DFS.

According to the company, DFS Circle improves the customer experience and “redefines the bounds of client-centric indulgences” demonstrating the company’s ongoing dedication to innovation. 

Long Chiu, executive VP of digital ventures and marketing at DFS, said the program includes in-store perks, airport lounge access, elevated services and seamless points currency. 

“With access to more than 750 of the world’s most coveted luxury brands, customers can indulge in a journey of exploration like never before,” said Chiu.

DFS customers can personalise their experiences via the DFS Circle mobile app or WeChat mini program. 

The company said its new program highlights its commitment to offering “outstanding” experiences by rewarding customers in more than 20 places across the world – more quickly and with additional rewards.

It describes DFS Circle as more than a reward program: “It’s a community where DFS and like-minded individuals interact through shared ideals and a love of personal enjoyment”.