Canadian Tire Evolving and Expanding its Iconic Rewards Program

Canadian Tire began issuing cashback rewards back in 1958—long before reward programs were popular and way before it became the retail giant it is today, with its interest in everything from sports to shoes, fashion to financial services. In fact, its Canadian Tire Money rewards are so deeply rooted in Canadian heritage that it has its own entry in the Oxford English Dictionary.
 
The only limitation to the program, which has issued more than $1 billion in rewards, is where you could earn the money and where you could spend it. That is about to change. The Toronto-based corporation announced last week that it was evolving and expanding its Canadian Tire Money loyalty program with the creation of a new program, Triangle Rewards, which goes into effect this spring.
 
The new program allows members to earn and redeem Canadian Tire Money online and in-store at its flagship Canadian Tire stores, as well as at several of its retail outlets: Sport Chek, Mark’s and Atmosphere, and at Canadian Tire Gas+ stations. It is also offering a no-fee Mastercard that offers roadside assistance, free concierge service, and additional rewards points on purchases.
 
“With Triangle Rewards, we set out to create the easiest and most rewarding loyalty and credit card program in the country. We want Canadians to say, ‘Why wouldn't I be a part of it?’” says Susan O'Brien, Senior Vice President of Marketing. “Our first step is giving Canadians more choices to earn and redeem their Canadian Tire Money.”
 
The company will continue to issue its beloved paper coupons to those who don’t wish to be part of the program. The program will expand into its other brands, such as Pro Hockey Life and PartSource stores, in the future.
 
Members of the current Canadian Tire program, which has been part of Cineplex’s Scene loyalty program, a third-party partner, since 2014, are being automatically integrated into the new program.
 
Canadian Tire, which was founded in 1922, has roughly 1,700 retail and gas outlets. Its iconic red triangle has been its brand symbol since 1940. In a recent survey, it was ranked the third-most admired brand in Canada behind Google and Shoppers Drug Mart.

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