Canadian Tire Corp. Ltd. and Tim Hortons have teamed up to enhance their customer loyalty programs. Through this collaboration, customers can now link their Triangle and Tims Rewards accounts to earn additional benefits. When customers make select purchases at Tim Hortons, they can earn between two and five percent in Canadian Tire money along with Tims points.
The integration 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 a membership of 12 million Triangle Rewards members across 1,600 locations, while Tim Hortons has eight million loyalty program users and 4,000 restaurants in Canada.
Darryl Jenkins, Canadian Tire’s executive vice-president, highlighted that the partnership will contribute to the growth of both Triangle Rewards and Tim Hortons reward members. The amount of Canadian Tire money earned will vary based on the payment method used and the items purchased.
Canadian Tire money can be redeemed for discounts at various stores under its banners, including SportChek, Mark’s, and Party City, while Tims points can be used for food and beverage purchases at Tim Hortons.
The collaboration emerged naturally, as executives from both companies often interact through shared boards and events sponsorship. The goal was to enhance the value proposition for customers collectively.
Despite the positive outlook, Liza Amlani from the Retail Strategy Group raised concerns about the oversaturated loyalty market and the need for a clear and rewarding value proposition to benefit shoppers.
Canadian Tire had announced the partnership a year earlier but officially launched it on Wednesday after ensuring the technical aspects were in place. The timing coincides with recent tariff developments between the U.S. and Canada, although it was not planned strategically.
By joining forces, Canadian Tire and Tim Hortons aim to provide enhanced benefits to their loyal customers through this innovative loyalty program partnership.
