Canadian Tire Corp. Ltd. and Tim Hortons have collaborated to enhance their customer loyalty programs. Through this partnership, customers can connect their Triangle and Tims Rewards accounts to earn between two and five percent in Canadian Tire money in addition to Tims points on select Tims purchases. The goal is to attract Tims 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, the Executive Vice President and Chief Development Officer at Canadian Tire, mentioned that uniting both loyalty programs will expand the benefits for Triangle Rewards and Tim Hortons reward members. The amount of Canadian Tire money shoppers earn depends on their payment method and purchase items.
Canadian Tire money can be used for discounts at the retailer and its affiliated brands like SportChek, Mark’s, and Party City. Tims points, on the other hand, can be redeemed for food and beverages at Tim Hortons locations.
The collaboration between the two companies arose naturally, as executives from Canadian Tire and Tim Hortons often interact through various channels. This partnership aims to add value collectively to their loyalty programs.
While some industry analysts speculate that this partnership is a strategic move to gain market share in a saturated loyalty market, the companies emphasize the mutual benefits for customers. The partnership was initially announced almost a year ago and was officially launched on Wednesday after thorough technical preparations.
This timing coincides with recent trade tensions, adding an unexpected layer to the partnership’s launch. Jenkins acknowledged that the launch aligns with current events, despite not being planned that way.