Canadian Tire Corp. Ltd. and Tim Hortons have joined forces to enhance their customer loyalty programs. The partnership, which commenced on Wednesday, allows customers to connect their Triangle and Tims Rewards accounts, enabling them to earn between two and five percent in Canadian Tire money in addition to Tims points on certain Tim Hortons purchases.
The objective of this collaboration is to attract Tim Hortons customers to Canadian Tire and vice versa. Presently, 53 percent of Triangle Rewards customers are enrolled in 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 spread across 4,000 restaurants in Canada.
Darryl Jenkins, Canadian Tire’s executive vice-president and chief development officer, emphasized that by uniting, both Triangle Rewards and Tim Hortons reward members will experience growth. The amount of Canadian Tire money earned by shoppers will depend on their use of a Triangle credit card for payment and the specific items purchased.
Canadian Tire money can be redeemed for discounts on purchases at the retailer and its affiliated banners, such as SportChek, Mark’s, and Party City. On the other hand, Tims points can be utilized for buying food and beverages at Tim Hortons outlets.
The partnership between the two companies was a natural progression, as executives from Canadian Tire and Tim Hortons frequently interact through various channels like shared boards and sponsored events. This collaboration aims to enhance the value proposition for customers and expand the reach of their loyalty programs.
While some industry analysts speculate that this move is driven by the desire for market share in a saturated loyalty landscape, both Canadian Tire and Tim Hortons have emphasized the value and benefits that this partnership brings to their customers. The official launch of the joint loyalty program, which was announced almost a year ago, was strategically timed to provide a seamless experience for customers. This launch coincided with recent trade developments impacting Canada, although it was not planned in response to these events.
