Canadian Tire Corp. Ltd. and Tim Hortons have joined forces to enhance their customer engagement through a new partnership integrating their loyalty programs. By connecting their Triangle and Tims Rewards accounts, customers can now earn between two and five per cent in Canadian Tire money, in addition to Tims points, on specific Tims purchases.
This collaboration aims to attract Tims customers to Canadian Tire locations and vice versa. Presently, 53 per cent of Triangle Rewards customers are dual members of both loyalty programs. Canadian Tire boasts approximately 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, expressed that the merging of both loyalty programs will drive growth for Triangle Rewards and Tim Hortons’ reward members. The amount of Canadian Tire money shoppers can earn depends on their payment method, particularly if they use a Triangle credit card, and their purchase selections.
Canadian Tire money can be redeemed for savings at the retailer and its affiliated brands like SportChek, Mark’s, and Party City. Conversely, Tims points can be utilized for food and beverage purchases at Tim Hortons outlets.
The partnership between Canadian Tire and Tim Hortons evolved naturally, according to Jenkins and Hope Bagozzi, Tims’ chief marketing officer. Given their shared involvement in various boards and events, they decided to explore enhancing their loyalty programs together to provide added value to customers.
While some industry experts view this partnership as a strategic move to gain market share in a competitive loyalty landscape, others emphasize the importance of simplicity and genuine rewards to benefit customers effectively.
The launch of this partnership was initially announced a year ago, with the official unveiling occurring on Wednesday after a year of technical preparations to ensure its seamless operation. Despite coinciding with new tariffs from the U.S. and impending Canadian retaliatory measures, the timing was not premeditated, noted Jenkins.
