Canadian Tire Corp. Ltd. and Tim Hortons have joined forces to enhance their customer engagement through a new collaboration in their loyalty programs. This partnership, launched recently, allows customers to connect their Triangle and Tims Rewards accounts to earn additional benefits. By linking accounts, customers can receive between two to five percent in Canadian Tire money on select Tim Hortons purchases, in addition to Tims points.
The initiative aims to attract Tim Hortons patrons 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 Tim Hortons serves eight million loyalty program users through its 4,000 Canadian outlets.
According to Darryl Jenkins, Canadian Tire’s executive vice-president and chief development officer, the collaboration will lead to growth in both Triangle Rewards and Tim Hortons reward memberships. The amount of Canadian Tire money earned depends on the use of a Triangle credit card for payment and the nature of the 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 utilized for food and beverage purchases at Tim Hortons stores.
The decision to unite the loyalty programs was a natural progression, as per Jenkins and Hope Bagozzi, Tims’ chief marketing officer. Both companies share board members, engage in networking activities, and sponsor similar events, which prompted the exploration of enhancing their loyalty programs collectively.
While the partnership is intended to enhance customer satisfaction, Liza Amlani, principal and co-founder of the Retail Strategy Group, suggests that it may also reflect the brands’ pursuit of market share in a saturated loyalty market. Amlani emphasizes the importance of simplicity, transparency, and genuine rewards to ensure the partnership’s success.
The collaboration was initially announced a year ago, with the official launch taking place recently after ensuring the technical aspects of the partnership were in place. Jenkins noted the timing of the launch coinciding with trade tensions, emphasizing it was not planned but aligns with the current business landscape.