Canadian Tire Corp. Ltd. and Tim Hortons have joined forces to enhance their customer engagement through a new loyalty program collaboration. 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 purchases at Tim Hortons.
This partnership aims to attract Tim Hortons customers to Canadian Tire locations 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 stores, while Tim Hortons has eight million loyalty program users and 4,000 restaurants across Canada.
Darryl Jenkins, the executive vice president and chief development officer of Canadian Tire, expressed optimism that the combined loyalty programs will lead to growth for both Triangle Rewards and Tim Hortons reward members. The amount of Canadian Tire money earned by shoppers will vary depending on their payment method, particularly if they use a Triangle credit card, and the items they purchase.
Canadian Tire money can be redeemed for discounts on purchases at Canadian Tire and its affiliated brands like SportChek, Mark’s, and Party City. On the other hand, Tims points can be used for buying food and beverages at Tim Hortons outlets.
The collaboration between the two companies arose naturally, with executives from Canadian Tire and Tim Hortons frequently interacting at various industry events and sitting on shared boards. They saw an opportunity to enhance the reach of their loyalty programs by partnering up.
Liza Amlani, principal and co-founder of the Retail Strategy Group, raised concerns that this collaboration might be more about gaining market share in a saturated loyalty market than enhancing customer experience. With an oversaturation of loyalty programs, she emphasized the importance of simplicity, transparency, and genuine rewards to ensure customer engagement.
The announcement of the partnership was made nearly a year ago, but the official launch and operational details were revealed recently after thorough technical preparations. The timing of the launch coinciding with trade tensions and impending tariffs was coincidental, according to Jenkins.
In conclusion, the collaboration between Canadian Tire and Tim Hortons aims to provide added value to customers through a combined loyalty program, offering benefits to shoppers of both brands.
