Canadian Tire Corp. Ltd. and Tim Hortons have joined forces to enhance their customer loyalty programs. Through this collaboration, customers who connect their Triangle and Tims Rewards accounts can earn up to five percent in Canadian Tire money in addition to Tims points on specific purchases at Tim Hortons.
The primary goal of this partnership is to attract Tim Hortons customers to Canadian Tire and vice versa. Currently, 53 percent of Triangle Rewards customers are enrolled in both loyalty programs. Canadian Tire boasts 12 million Triangle Rewards members across 1,600 locations, while Tim Hortons has eight million loyalty program users and 4,000 restaurants in Canada.
Darryl Jenkins, Canadian Tire’s executive vice-president and chief development officer, highlighted that the integration of both loyalty programs will benefit the growth of Triangle Rewards and Tim Hortons reward members. The amount of Canadian Tire money earned by shoppers will vary based on the use of a Triangle credit card for payment and the type of purchases made.
Canadian Tire money can be redeemed for discounts at the retailer and its affiliated banners like SportChek, Mark’s, and Party City. On the other hand, Tims points can be utilized for purchasing food and beverages at Tim Hortons.
The partnership between the two companies evolved naturally, with shared executives and close networking relationships. This initiative aims to expand the reach of their loyalty programs collaboratively. However, some industry experts, like Liza Amlani from the Retail Strategy Group, view this move as an attempt by the legacy brands to gain a larger market share in a saturated loyalty market.
The partnership was initially announced a year ago, with the official launch taking place recently after ensuring the technical aspects of the collaboration were in place. Jenkins mentioned that the timing of the launch coincided with recent trade developments between the U.S. and Canada, although it was not intentionally planned that way.
