Canadian Tire expands loyalty program to cover more brands

TORONTO — Canadian Tire Corp. says it’s expanding its loyalty program to allow customers to collect and redeem Canadian Tire Money across its various retail brands.

The company says starting later this spring, customers will be able to collect points at Sport Chek, Mark’s, Atmosphere and Gas+ locations in addition to Canadian Tire itself, as well as redeem them at locations other than Gas+ stations.

Canadian Tire says the revamped program will be called Triangle and include both loyalty points and two new MasterCards issued under the program. The program will allow customers to collect points either through an app or a loyalty card that will also offer personalized content, while purchases with the branded MasterCards earn extra points.

The update to the loyalty program comes amid wider shifts in loyalty programs in Canada, including Air Canada moving away from Aimia Inc.’s Aeroplan and Loblaw Co. combining loyalty programs at its grocery stores and Shoppers Drug Mart, as companies look to better target customers.

Canadian Tire Corp. chief marketing officer Susan O’Brien said the time was right to update the loyalty program that’s been active since 1958.

“We’ve got wonderful competition out there that’s making us think through new ways to connect our customers better and give them back the value that they want,” said O’Brien.