Over the years, we’ve seen numerous attempts to create successful coalition loyalty programs. There are places they tend to work, like Canada, Australia, and Europe. And places they don’t, like the US.
There are several reasons for this. First, the market is comparatively fragmented in most major categories in the US; there is no single supermarket banner, gasoline brand, or convenience store nameplate that dominates the national market. Second, single-brand loyalty programs are entrenched in American consumer habits. US programs have added numerous partners – just look at the array of partners in, for example, American Airlines AAdvantage – while retaining the primacy of the master brand. And getting value from some of these partnerships can add friction for the customer, requiring the use of a branded shopping portal.
Additionally, US loyalty marketers have found it challenging to overcome the complex program economics to deliver value and utility to consumers across industries with vastly different price ranges, shopping frequencie, and profit margins. The best example here is the poorly-designed Plenti program launched by American Express, which failed in less than three years, despite a massive advertising and promotion effort.
In Canada, where coalition programs like Air Miles engage millions of consumers, one program has been growing exponentially, both in membership and participating partners.
Canadian Tire’s Triangle Rewards, already a cross-category powerhouse with some 12 million members, has signed a partnership agreement with one of the most iconic north-of-the-border brands: Tim Hortons.
Starting in 2026, Tims Rewards members and Triangle Rewards members can earn Canadian Tire Money, which can be redeemed at a growing number of partners. Earning and redemption partners include Petro-Canada, WestJet, and Canadian TIre family brands Mark’s, Party City, and SportChek. The program also offers a choice of RBC Canadian Tire Mastercard credit cards to accelerate earnings on card purchases.
“Canadian Tire is making all the right moves in their partnership with WestJet, RBC, Petro Canada, and now Tim Hortons,” says Lia Grimberg, founder of Radicle Loyalty. “They are creating a mini-coalition and providing tons of value to Canadians across the country. They will become unmatched across many categories.”
The program certainly covers lots of bases while creating a virtual fortress of beloved brands. Although coalition programs have failed to gain traction in the US market for reasons discussed above, all loyalty marketers can learn from Canadian Tire’s approach. Triangle Rewards – especially with the addition of Tims Rewards – delivers real value and utility across categories vital to virtually all households. And they’ve thoughtfully partnered with brands deeply woven into Canadian life and culture.
The combination of hard value and brands that enjoy emotional loyalty can make any program a winner. Your thoughts?
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