Canadian Tire Corp. Ltd. and Tim Hortons have joined forces to enhance their customer loyalty programs in a bid to attract more patrons. Through this newly established partnership, customers who connect their Triangle and Tims Rewards accounts can now earn between two to five per cent in Canadian Tire money along with Tims points on specific Tims purchases.
The primary objective of this collaboration is to encourage Tims customers to visit Canadian Tire locations and vice versa. Presently, 53 percent of Triangle Rewards customers are dual members of both loyalty programs. Canadian Tire boasts approximately 12 million Triangle Rewards members spread across 1,600 outlets, while Tims has eight million loyalty program participants and operates 4,000 restaurants in Canada.
Darryl Jenkins, Canadian Tire’s executive vice-president and chief development officer, highlighted that the amalgamation will lead to growth in both Triangle Rewards and Tim Hortons reward members. The amount of Canadian Tire money shoppers can earn will vary based on the usage of a Triangle credit card for payment and the nature of the purchase.
Canadian Tire money can be utilized for discounts on purchases at Canadian Tire and its affiliated brands such as SportChek, Mark’s, and Party City. On the other hand, Tims points can be redeemed for food and beverages at Tim Hortons outlets.
The collaboration was conceived organically and stemmed from the shared involvement of Canadian Tire and Tims executives in various boards, networking events, and sponsorships. This mutually beneficial initiative aims to enhance the reach and appeal of their loyalty programs.
While some industry experts have expressed skepticism about the true motives behind the partnership, with concerns about market saturation and customer overload with loyalty programs, the companies involved aim to provide a simple, transparent, and rewarding value proposition to their customers.
The partnership was initially announced almost a year ago, with the official launch occurring on Wednesday after a year of meticulous planning to ensure the seamless operation of the joint loyalty program. Coincidentally, the launch timing coincided with recent trade developments between the U.S. and Canada, adding an unexpected twist to the partnership’s rollout.