LOYALTY PROGRAM (SMILE MORE LOYALTY PROGRAM) — LATEST EFFECTIVE FROM 29 DEC 2025

Benefits: 

The program entitles members to the following benefits:

 

 Smile Loyalty Program Tier Benefits Comparison

Smile Loyalty Program Comparison Table

Key Enhancements in the New Program

1. Higher Points Earning Rate: Multiplied by tier – up to 3x per AED.
2. Clear Tier Movement Rules: With downgrade if not maintained.
3. Structured Coupons: Tier upgrade and birthday benefits in the form of coupons instead of points.
4. Digital Integration: App and WhatsApp for the full journey (earn, redeem, and access coupons).
5. Faster Points Issuance: Instant in-store, faster system syncing.

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What are the Tier Slabs of the Smile Loyalty Program?

How many points will I earn on each spend?

How can I become a member of the Smile Loyalty Program?

• Register in the store by providing a mobile number and verifying the OTP with the store staff.
• Register online at www.brandsforless.com or through the Brands For Less mobile app.
• Register in the store by scanning the QR or using the BFL WhatsApp service

Will I have to make a purchase to join the Smile Loyalty Program?

• No purchase is necessary to join the Smile More Loyalty Program.

• You can join the program by downloading our BFL App, web and WhatsApp.

When will points be awarded to my Loyalty Points account?

• The Smile Points earned from store purchases will instantly be credited to your loyalty points account or within 5- 10 minutes.
• For Online purchases, Smile Points will be credited to your loyalty points account post product delivery.

Will I get the points for my past transactions?

• The Membership account must be active, and the member should be available at purchase. Members will not receive points for past purchases or for not being enrolled in the Smile More Loyalty program before shopping.

How can I redeem points?

• In-Store—Share your mobile number with store staff for points redemption. Then, you will receive an OTP on your registered mobile number. Share the OTP with BFL staff (at the POS counter) for points redemption.
• OR share the barcode of your membership from the BFL Mobile App.
• OR get the barcode through WhatsApp bot
• E-Commerce—You can select points balance as a payment option through a Mobile App or the web. The amount will be automatically reduced from the total payable amount.

How many points can I redeem?

• You should have a minimum of 1000 points balance in your Loyalty Points account.
• Redeem points cannot be encashed in cash/credit card/net banking/wallet.

How will I receive my points back if I return the product?

• The system will return the redeemed points to your points account during product return or exchange.
• At the same time, issued points for a particular order or product (rewarded during the same transaction) will be debited from your BFL Points account.
• Loyalty points cannot be converted/transferred into cash/credit card/net banking/wallet.

How can I get my refund during product return?

• During product returns, In-store or online, you can ask or choose to transfer the refund amount to my wallet or a payable source account. Return of online COD orders will be transferred to your wallet.

What if I do not have enough points in the account while returning the product?

• The value of returned items will be deducted from the Member's qualifying purchase amount. While doing sales Returns, if the Loyalty points account does not have sufficient points to deduct, the equivalent amount of the insufficient points will be deducted from the Return Amount.

Are shipping charges and other e-commerce charges eligible for the points earned?

• Shipping fees, COD fees, gift wrapping fees, and any value-added service fees charged for online purchases do not qualify for reward Smile Points.

Will I be eligible to earn points if I shop as a guest user or without registering under the Loyalty Program?

• No points or other loyalty program benefits are forfeited for guest users or non-registered members.
• Members can start earning points post-registration in the Smile More Loyalty Program.

Is it mandatory to share OTP for Loyalty Points redemption?

• Yes, store staff cannot redeem Loyalty Points without OTP.
• Alternatively, you can use BFL App or BFL WhatsApp bot to showcase the barcode for points and wallet redemption.

Can I redeem Loyalty points in other countries?

• Yes, you can redeem your loyalty points in the countries where BFL stores are present.
• Points value will be converted to the respective country currency based on the following condition –

• Minimum Points Redemption condition
  • UAE, KSA, QATAR & MALYASIA à 1000 Points = 10 AED/SAR/QTR/MYR.
  • BAHRAIN, KUWAIT & OMAN à 1000 Points = 1 BAH/KWD/OMR.
  • SINGAPORE à 1000 Points = 3 SGD.
  • REST COUNTRIES IN USD à 1000 Points = 3 USD.

What additional Tier upgrade benefit will I get?

• The points issuance times, Birthday coupon percentage and Upgrade Bonus coupon will change based on the tier.
• A tier Upgrade Bonus coupon will be issued based on the Tier upgrade
• Explorer to Hunter – 25 AED coupon
• Hunter to Champion – 35 AED coupon
• Coupons can be redeemed on a minimum spend of 150 AED. The coupon will be valid for 30 days from the issuance date.

What is the validity of loyalty points?

• 12 months from the date of issuance.
• Points will expire on the last day of the month.
• Example: 1000 points were issued on 12 January; they will expire on 31 January next year.

Is there any gift for me for my birthday?

• Yes, we send the birthday coupons only if your date of birth (DOB) is updated in our system.
• You can update your birthday through our BFL App/Web or WhatsApp.
• We issue discount coupons to the customer based on the tiers –

• Explorer – 5% discount coupon
• Hunter – 10% discount coupon
• Champion – 15% discount coupon

• Coupons can be redeemed on a minimum spend of 100 AED. The maximum discount cap is 150 AED. The coupon will be issued on the 1^st of the birthday month and expires on the last day of the birthday month (31^st OR 30^th OR 28/29 in February).

Will I get a Birthday coupon without updating my DOB in my profile?

• No, you will receive a coupon if your DOB (date of birth) exists in the profile.
• You can update the DOB through the BFL App/Web/WhatsApp if it has not been updated in the profile. Once DOB is updated in the program, you cannot change it.
• Example: If your birthday falls in February and your DOB was updated in January, you will receive a birthday coupon on 1 February.
• If you update your birthday date in February or later, you will receive a coupon on 1 February next year.

Will my Tier get downgraded based on my spending?

• Yes, if your Tier does not maintain the minimum shopping condition of a particular tier in 365 days (from the day the account got upgraded), your account will be downgraded based on the cumulative spent.

How can I redeem Loyalty coupons?

• Coupons can be redeemed based on the condition mentioned in the message. Loyalty Coupons barcode can be retrieved through the WhatsApp bot

How can I get the points for the gift card purchase?

• No, points will not be issued during the gift card purchase. BFL issues points on gift card redemption to the BFL wallet, and the payment is made through the wallet.  Points issued on the wallet payment.

How can I add a gift card to my wallet?

• Visit our BFL website or app and log in to your account. (If you are new, sign up and create your account.)
• Go to Account page à Redeem Gift Card
• Enter your 16-digit gift card number and PIN.
• Gift card amount will be loaded to your wallet.

Can I redeem the gift card at the store without adding it to my wallet?

• Yes, you can redeem the gift card at a store.
• Share your mobile number with the store staff for loyalty program enrollment.
• You can enrol through the BFL WhatsApp bot
• Points will not be issued on the gift card payment.

Appendix ::

OLD Loyalty Program (For reference, this is no longer active and depricated) 

Smile More Loyalty Program [Old]