TORONTO — Canadian Tire is making changes to its loyalty program, rolling out the new Triangle Rewards card in the first major shakeup of the program since it first introduced a loyalty card in 2014 to enhance—and ultimately supplant—the retailer’s own Canadian Tire money. With Triangle Rewards, the company will for the first time extend its loyalty program to Sport Chek and Marks. With the digital rewards app, the card complements the familiar Canadian Tire money notes. The overhaul comes at a time when Canadian consumers are experiencing what EVP Allan MacDonald calls “loyalty fatigue”, as seen most prominently in the privacy debacle over Loblaw’s merger of the PC Points and Shoppers Optimum programs.
