Canadian Tire Corp. Ltd. and Tim Hortons have joined forces to enhance their customer loyalty programs. By connecting their Triangle and Tims Rewards accounts, customers can now earn between two and five percent in Canadian Tire money, in addition to Tims points, on specific Tim Hortons purchases.

The collaboration 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 12 million Triangle Rewards members and operates 1,600 locations, while Tim Hortons has eight million loyalty program users and 4,000 restaurants across Canada.

Darryl Jenkins, Canadian Tire’s executive vice-president and chief development officer, highlighted that the partnership will benefit both Triangle Rewards and Tim Hortons reward members. The amount of Canadian Tire money earned will vary based on the use of a Triangle credit card for payment and the type of products purchased.

Canadian Tire money can be used for discounts at Canadian Tire stores and affiliated brands like SportChek, Mark’s, and Party City, while Tims points can be redeemed for food and beverages at Tim Hortons locations.

The collaboration between the two companies was a natural evolution, facilitated by their executives’ shared involvement in various boards and events. The decision to unite their loyalty programs was driven by a mutual desire to enhance customer value.

While the partnership was met with enthusiasm, Liza Amlani, principal and co-founder of the Retail Strategy Group, expressed concerns about the saturation of loyalty programs in the market. She emphasized the importance of simplicity and transparency in delivering genuine rewards to customers.

After being announced nearly a year ago, the partnership was officially launched on Wednesday following thorough preparations to ensure its seamless integration. Jenkins noted the coincidental timing of the launch, coming amidst trade tensions and impending tariffs, which was not planned but adds an interesting dimension to the initiative.