Canadian Tire Corp. Ltd. and Tim Hortons have joined forces to enhance their customer engagement through a collaboration of their loyalty programs. By connecting their Triangle and Tims Rewards accounts, customers can now earn between two and five percent in Canadian Tire money, in addition to Tims points, on specific Tim Hortons purchases.
This strategic 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.
The integration of the loyalty programs is expected to drive growth for both companies, according to Darryl Jenkins, Canadian Tire’s executive vice-president. 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 at various retailers under the Canadian Tire umbrella, including SportChek, Mark’s, and Party City, while Tims points can be used for food and beverage purchases at Tim Hortons locations.
The collaboration between the two companies was a natural progression, facilitated by their shared presence on several boards and mutual participation in events. The initiative was driven by a desire to enhance the value proposition for customers.
Despite the positive outlook on the partnership, some industry experts like Liza Amlani from the Retail Strategy Group caution that the loyalty market is already saturated, and the success of such collaborations depends on simplicity, transparency, and genuine rewards for customers.
The partnership was initially announced a year ago, with the launch delayed to ensure the seamless operation of the integrated loyalty programs. The timing of the launch coincides with recent trade developments between the U.S. and Canada, although it was not planned to coincide with these events.