Canadian Tire Corp. Ltd. and Tim Hortons have announced a collaboration to enhance their customer loyalty programs. By linking 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 selected purchases at Tim Hortons. 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 and operates 1,600 locations under its various banners, while Tim Hortons has eight million loyalty program users and 4,000 restaurants across Canada.
Darryl Jenkins, Canadian Tire’s executive vice-president and chief development officer, highlighted that the union of the loyalty programs will result in growth for both Triangle Rewards and Tim Hortons reward members. The amount of Canadian Tire money earned will vary based on the use of a Triangle credit card for payment and the type of purchase made.
Canadian Tire money can be redeemed for discounts at Canadian Tire and its affiliated brands like SportChek, Mark’s, and Party City, whereas Tims points can be used for food and beverages at Tim Hortons outlets.
The collaboration stemmed from the natural interactions between Canadian Tire and Tim Hortons executives, who serve on common boards and sponsor similar events. The executives believed that merging their loyalty programs could enhance customer value and reach.
Despite the positive outlook on the partnership, some industry experts, like Liza Amlani, principal and co-founder of the Retail Strategy Group, caution that the loyalty market is oversaturated, and consumers may face challenges managing multiple programs unless the value proposition is clear and rewarding.
Canadian Tire had initially announced the partnership a year ago, with the official launch and operational details revealed this week after ensuring the technical aspects were in place. Jenkins noted the timing of the launch coinciding with trade tensions and impending tariffs was coincidental, emphasizing that it was not planned that way.