A promo for the new program
The new initiative, dubbed the “Canadian Tire Money Advantage” program, builds on the company’s 54-year tradition of offering physical Canadian Tire currency to customers who make purchases in-store.
Customers who enrol in the new program receive a card that can be used at Canadian Tire retail stores and gas bars. Card-holders receive a base level of points for any purchase and can also earn bonus points when using a Canadian Tire Options Mastercard.
Customers who choose not to enrol in the new program will still receive paper Canadian Tire ‘money’ when making purchases.
“The advantage (of the new program) is that there’s more value, there are more places to earn and it’s more convenient, because all the currency is stored on a card for you,” said Rob Shields, senior vice-president of marketing for Canadian Tire Corporation.
Participants in the new program are also invited to allot a portion of their Canadian Tire ‘money’ to local community organizations. Consumers can select from a list of groups on the Canadian Tire website including the company’s own Jumpstart program, or become the ‘sponsor’ of an organization of their own choosing.
Adsum House, a Halifax shelter for women and children operated by Adsum for Women and Children, received a Canadian Tire Money Advantage card pre-loaded with 50,000 points at an event announcing the new loyalty program in the Halifax area this morning.
Shields said Canadian Tire will track the program in Nova Scotia for about a year before deciding when and how to introduce it in other provinces.
Shields said Canadian Tire will use digital and in-store creative, developed by Tribal DDB, to promote Canadian Tire Money Advantage in Nova Scotia.
Update (Feb. 15, 2012) – Due to a miscommunication with the interview source, a story originally identified Euro RSCG Discovery as the agency responsible for a digital campaign by Canadian Tire. Euro RSCG Discovery is the agency of record for Canadian Tire’s loyalty program, but digital work for this campaign was developed by Tribal DDB.
