Canadian Tire Corp. Ltd. and Tim Hortons have joined forces to enhance their customer loyalty programs. Through their new partnership, customers can connect their Triangle and Tims Rewards accounts to earn between two and five per cent in Canadian Tire money on select Tims purchases, in addition to Tims points.

The collaboration aims to attract Tims customers to Canadian Tire and vice versa. Currently, 53 per cent of Triangle Rewards customers are enrolled in both loyalty programs. Canadian Tire boasts 12 million Triangle Rewards members across 1,600 locations, while Tims has eight million loyalty program users and 4,000 restaurants in Canada.

Darryl Jenkins, Canadian Tire’s executive vice-president and chief development officer, emphasized that the integration will lead to growth in both Triangle Rewards and Tim Hortons reward members. The amount of Canadian Tire money earned will depend on the payment method used and the items purchased.

Canadian Tire money can be redeemed for savings at various retailers under its banners, such as SportChek, Mark’s, and Party City. Tims points, on the other hand, can be used for food and beverage purchases at Tim Hortons locations.

The partnership between the two companies arose organically, with executives networking on common boards and sponsoring similar events. The goal was to add more value by combining their loyalty programs. However, some industry experts express skepticism, suggesting that the move may be driven more by the need for market share in a saturated loyalty market.

The partnership was initially announced nearly a year ago, with the technical aspects fine-tuned before the recent launch. Jenkins noted that the timing, coinciding with recent tariffs and upcoming retaliatory levies, was unplanned but intriguing.

Overall, the collaboration between Canadian Tire and Tim Hortons aims to enhance customer benefits through a shared loyalty program, providing added value to both companies’ customer bases.