The partnership is part of Canadian Tire's broader True North initiative, which emphasises data-driven customer relationships and expanded Triangle Rewards integration. At Bond, as builders, advisors, and operators of customer engagement solutions, we believe the most successful brands leverage customer-intelligence-driven strategies to deliver seamless, connected experiences across the entire journey. This collaboration is a strong example of the sophisticated, data-led partnership model that signals the next evolution of loyalty program design and execution, one that forward-looking brands should be evaluating to stay competitive.

Strategic Positioning for Canadian Tire

With approximately 12 million members and 7 years in market, Triangle Rewards faces the natural growth challenges that we see with program maturity where organic member acquisition and engagement naturally slow down over time.

The macroeconomic context makes this timing particularly strategic. Consumer confidence remains low due to ongoing economic and political uncertainty, leading to constrained spending growth.

Bond’s Wallet IQ data shows that wallets are expected to continue fragmenting as competition for share of wallet persists in the face of external battlers. Per category, an additional 0.3 brands sharing spend is expected to lead to an 8% decline in average spend per brand. Our guidance to both mature and growing brands is to leverage loyalty partnerships as a means of providing "everyday value" beyond their owned interactions, increasing relevance and giving customers reason to consolidate more of their spending with the brand.

For Canadian Tire specifically, partnerships serve multiple strategic purposes. They provide an acquisition channel for potential members who might not have seen enough value in Triangle Rewards as a standalone retail program. By partnering with high-frequency categories like Tim Hortons, Triangle can accelerate value accumulation for engaged members. Bond Data Lake benchmarking shows that linked-loyalty partnerships yield meaningful frequency gains of 20% to 30%, making this approach particularly valuable for mature programs.

This partnership also increases the utility of the Triangle Rewards program for Canadian Tire’s less engaged customers by accelerating their points earning. The ability to earn on Tim Hortons purchases boosts the likelihood of reaching a first redemption at Canadian Tire, an inflection point that our loyalty intelligence expertise consistently shows drives a high double-digit lift in members’ spend in the months that follow redemption.

While the current partnership details only allow Triangle Rewards members to earn CT (Canadian Tire) Money on Tim Hortons purchases, there can be opportunities for cross-program currency usage. Doing so could lower the cost-per-point for Canadian Tire by introducing lower cost redemptions introduced through the Tim Hortons ecosystem. However, this does come with a few considerations, which are the impact on points liability and members passively earning points. Brands will have to ensure that the new points being issued aren’t dilutive and employ tactics to drive active engagement with the program and actively manage the points liability on their balance sheet.

Where this partnership becomes especially powerful is in data-sharing. Canadian Tire and Tim Hortons' overlapping footprints (thousands of coffee shops adjacent to Petro-Canada and Canadian Tire Gas+ stations) create a rich environment for customer intelligence. For example, shared data can reveal whether a Saturday morning fill-up includes a Tim's stop, or whether weekend errands bypass the coffee occasion entirely. These insights allow both brands to better understand the journeys of their shared members, optimise cross-promotions, and design loyalty offers that influence not just category spend, but broader consumer routines.

This type of intelligence is what makes partnerships more than symbolic. It's what enables Triangle to deepen its relevance and fuel smarter, data-driven decision-making across promotions, merchandising, and product innovation. Beyond the operational benefits, this positioning also helps Triangle compete with PC Optimum's grocery-focused rewards and Scene+'s lifestyle approach by adding another daily-use category.