Canadian Tire Corp. Ltd. and Tim Hortons have unveiled a new partnership aimed at boosting customer engagement through their loyalty programs. By connecting their Triangle and Tims Rewards accounts, customers can now earn between two to five percent in Canadian Tire money on select Tims purchases, in addition to Tims points.
The collaboration is designed to attract Tims customers to Canadian Tire locations and vice versa. Presently, 53 percent of Triangle Rewards customers are dual members of both loyalty programs. Canadian Tire boasts 12 million Triangle Rewards members and operates 1,600 stores across various banners, while Tim Hortons serves eight million loyalty program users through its 4,000 restaurants in Canada.
Darryl Jenkins, Canadian Tire’s executive vice-president and chief development officer, highlighted the growth potential for both loyalty programs with this partnership. The amount of Canadian Tire money earned will vary based on payment method, such as using a Triangle credit card, and the nature of the purchase.
Canadian Tire money can be redeemed for discounts at their stores and affiliated brands like SportChek, Mark’s, and Party City, while Tims points can be utilized for food and beverages at Tim Hortons outlets.
The partnership evolved naturally, as executives from both companies interact frequently through shared board memberships and sponsorships of similar events. The idea to enhance their loyalty programs together stemmed from a desire to provide added value to customers.
Although some industry experts speculate that the collaboration is driven more by competitive pressures in a crowded loyalty market, Canadian Tire and Tim Hortons emphasize the mutual benefits for their customers. The partnership was officially announced nearly a year ago, with the launch delayed until the mechanics were thoroughly tested for seamless integration.
The timing of the partnership launch coincides with recent trade tensions between the U.S. and Canada, unintentionally adding an interesting backdrop to the joint initiative.
