Canadian Tire Corp. Ltd. and Tim Hortons have joined forces to enhance their customer loyalty programs. In this collaboration, customers who connect their Triangle and Tims Rewards accounts can earn between two and five percent in Canadian Tire money on select Tims purchases, in addition to Tims points.
The goal of this partnership 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 and operates 1,600 locations under various banners, while Tims has eight million loyalty program users and 4,000 restaurants across Canada.
Darryl Jenkins, Canadian Tire’s executive vice-president and chief development officer, expressed optimism about the partnership, stating that both Triangle Rewards and Tim Hortons reward members will benefit from the collaboration. The amount of Canadian Tire money earned will vary based on the use of a Triangle credit card for payment and the nature of the purchase.
Canadian Tire money can be redeemed for discounts at the retailer and its affiliated brands like SportChek, Mark’s, and Party City, while Tims points can be used for food and beverage purchases at Tim Hortons outlets.
The partnership between the two companies was a natural progression, facilitated by the close relationships between Canadian Tire and Tim Hortons executives on various boards and through shared sponsorship of events. The decision to enhance their loyalty programs together stemmed from a desire to provide added value to their customers.
While some industry experts, like Liza Amlani from the Retail Strategy Group, speculate that the collaboration is driven by the competitive loyalty market, Canadian Tire and Tim Hortons emphasize their commitment to enhancing customer experience through this partnership.
The collaboration, initially announced a year ago, was officially launched on Wednesday after meticulous planning to ensure its technical viability. The timing of the launch coincides with recent trade developments between the U.S. and Canada, although it was not intentionally planned in response to these events.