Canadian Tire has unveiled a new partnership with Tim Hortons that will bring added benefits to customers of both popular brands. Through this collaboration, slated to launch next year, customers who connect their Triangle and Tims Rewards accounts can earn Canadian Tire money on qualifying purchases at Tim Hortons. Additionally, linking these accounts will grant customers access to exclusive promotions.
While specific details regarding the incentives and earning rates of Canadian Tire money per dollar spent remain undisclosed, both companies expressed their commitment to enhancing customer value through this partnership. This initiative expands the reach of the Triangle Rewards program beyond Canadian Tire’s existing family of brands, which includes SportChek, Party City, Mark’s, Pro Hockey Life, and Atmosphere.
The Triangle Rewards program, boasting nearly 12 million members, has already integrated with Petro-Canada gas stations and Royal Bank of Canada, with an upcoming collaboration with WestJet scheduled for next year. This loyalty program is a cornerstone of Canadian Tire’s True North strategy, which aims to drive growth and operational efficiency through significant investments over a four-year period.
In a similar vein, Tim Hortons has been actively expanding its rewards program by introducing initiatives like the Roll Up to Win contest and enabling app users to skip the line when ordering ahead. Lauren Burrows from consulting firm Accenture highlighted the strategic significance of the Tim Hortons and Canadian Tire partnership, emphasizing the opportunity it presents for both brands to engage customers in high-frequency spending categories such as coffee, gas, household products, and auto goods.
However, Liza Amlani from the Retail Strategy Group cautioned that amidst a saturated loyalty market, the success of such partnerships hinges on delivering clear and rewarding value propositions to customers. She emphasized the importance of simplicity and transparency in ensuring that collaborations like this one truly benefit shoppers.
The Canadian Tire and Tim Hortons collaboration reflects a broader trend in the business landscape, where companies are increasingly leveraging and expanding their loyalty programs to drive customer engagement and glean valuable consumer insights. By forging partnerships between loyalty programs, businesses can gather more comprehensive data on their customer base, enabling them to tailor their offerings and marketing strategies to maximize profitability.