Canadian Tire Corp. Ltd. and Tim Hortons have joined forces to enhance their customer engagement through a new loyalty program collaboration. Customers who link their Triangle and Tims Rewards accounts can now earn between two and five percent in Canadian Tire money in addition to Tims points on specific purchases at Tim Hortons.
This partnership aims 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.
According to Darryl Jenkins, Canadian Tire’s executive vice-president and chief development officer, the merger of the loyalty programs will lead to growth for both Triangle Rewards and Tim Hortons reward members. The amount of Canadian Tire money earned will vary based on the use of a Triangle credit card for payment and the type of purchase made.
Canadian Tire money can be redeemed for discounts on purchases at Canadian Tire and its affiliated brands like SportChek, Mark’s, and Party City. On the other hand, Tims points can be utilized for food and beverage purchases at Tim Hortons.
The collaboration between the two companies came about naturally, as executives from Canadian Tire and Tim Hortons often interact through shared boards and events. This alliance was pursued to enhance the reach of their loyalty programs and provide added value to customers.
While some industry experts like Liza Amlani have expressed concerns about the oversaturation of loyalty programs in the market, the companies believe that the partnership will offer genuine benefits to their customers. The official launch of the collaboration, which was announced almost a year ago, took place recently after thorough technical preparations.
The timing of the launch coincided with new tariffs imposed by the U.S. on Canada, showcasing the unforeseen circumstances surrounding the initiative. Despite this, the companies are optimistic about the potential of the joint loyalty program to deliver value to their customer base.
