Canadian Tire and Tim Hortons launch partnership to boost loyalty programs

Canadian Tire and Tim Hortons have announced a partnership aimed at boosting their respective loyalty programs. Under this collaboration, customers who link their Triangle and Tims Rewards accounts will earn between two and five percent in Canadian Tire money, in addition to Tims points, on select purchases. The goal of the partnership is to attract customers from both chains and encourage more frequent visits to their stores.

Currently, 53% of Triangle Rewards customers are enrolled in both loyalty programs, while Canadian Tire has 12 million Triangle Rewards members and 1,600 locations, while Tim Hortons has eight million loyalty program users and 4,000 restaurants across Canada. Executives from both companies revealed that the partnership was developed organically, as they often share the same boards and sponsor many of the same events.

However, some industry experts believe that the partnership may be more about the two legacy brands seeking to gain incremental market share in an oversaturated loyalty market.