Canadian Tire Corp. Ltd. and Tim Hortons have collaborated to boost their customer engagement through a new loyalty program partnership. By linking 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 select Tims purchases.

The aim of this joint initiative is to attract Tims customers to Canadian Tire and vice versa. Currently, 53 percent of Triangle Rewards customers are enrolled in both loyalty programs. Canadian Tire boasts approximately 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, mentioned that the collaboration is expected to facilitate growth in both Triangle Rewards and Tim Hortons reward memberships. The amount of Canadian Tire money earned will vary based on the use of a Triangle credit card for payment and the specific items purchased.

Canadian Tire money can be redeemed for discounts on purchases at various banners under the retailer, including SportChek, Mark’s, and Party City. Tims points, on the other hand, can be utilized for food and beverage purchases at Tim Hortons outlets.

The partnership between the two companies evolved naturally due to the shared involvement of their executives in various boards and events. They recognized the opportunity to enhance their loyalty programs’ reach by collaborating. This move aims to add more value to customers while also benefiting the brands involved.

The partnership was initially announced almost a year ago, with the official launch occurring on Wednesday after a year of fine-tuning the technical aspects of the collaboration. Jenkins remarked on the timing, coinciding with recent trade developments between the U.S. and Canada, emphasizing that the launch was not intentionally aligned with these events.