DFS Group partners with Ant Group to boost payments and marketing digitalisation across its retail and online stores

DFS Group and Ant Group have announced a partnership which will see the former leverage Alipay+ to engage with its customers pre, during and post shopping, across 36 stores in 15 markets, and 12 online shops in four markets.

This will involve: increasing visibility of DFS directly within Alipay and Alipay+ partner wallets' apps and mutually offering more targeted, personalised and relevant rewards for shoppers, including exclusive offers.

Via Alipay+, DFS will be able to accept cross-border payments from Alipay (Chinese mainland), AlipayHK (Hong Kong SAR), Touch ‘n Go eWallet (Malaysia), Kakao Pay (South Korea) and TrueMoney (Thailand).

DFS has launched Alipay+ D-Store within the Alipay app to allow Chinese tourists to shop from it at any time, including to reserve their favourite products and collecting them in-store or having them delivered.

DFS and Alipay are developing membership privileges such as tier-matching, leading foreign exchange rates and projects that provide exclusive in-store experiences.

Tourists are also able to enjoy more convenient and efficient tax refund services. They can follow the DFS mini-programme in Alipay to receive updated news and benefits.

Long Chiu, Executive Vice President, Global Marketing and Digital Ventures, DFS Group, says: “This alliance is not just about numbers and statistics, it's about creating a seamless and exceptional experience for travellers and shoppers.”

“Our commitment to excellence and customer satisfaction will be elevated to new heights through this collaboration. With Ant's expertise and our passion for innovation and providing unforgettable services, there is no doubt that we will achieve remarkable success together.”

Since DFS’ and Ant Group’s partnership began in 2014, their cooperation has moved from Alipay acceptance in Hong Kong SAR, to payment and digital marketing innovation around the world.

In the first half of 2023, spending by Alipay users increased three times at DFS stores, compared to the year before.

Dr Cherry Huang, General Manager of Alipay+ Offline Merchant Services, Ant Group, comments: “We are excited to strengthen our partnership with DFS, evolving to now incorporating more mobile wallets, marketing capabilities and D-Store online-offline integration via Alipay+.”

“DFS is a favourite retail destination amongst tourists right at the beginning and end of their trip, and we believe this partnership will sweeten travellers’ experience. As travel resumes, we aim to help more brands cater to these new digital first habits and drive continued visibility and growth for them.”

Through the end of 2023, DFS and Alipay+ will jointly launch a Summer Campaign, a National Day Holiday campaign and a Christmas and New Year Campaign, with the aim of offering an enhanced digital experience to shoppers.