Canadian Tire’s Subscription Program Delivers Serious Value to Customers

Subscription programs are a powerful way for retailers to build more valuable relationships with their customers, and they have the potential to deliver regular revenue to the company. However, they can be challenging to implement and maintain.

Customers must see consistent value in the service if they’re going to stay subscribed. Subscribers also need to receive above-and-beyond customer service if they’re going to consider investing.

Recently, Canadian Tire announced the launch of its subscription service, Triangle Select, after a successful beta test. Here’s what the annual fee-based subscription program does for customers and why it could lead to a significant boost in Canadian Tire’s sales.

Member Benefits of Triangle Select

Triangle Select is an enhancement of Canadian Tire’s existing Triangle Rewards program. It allows members to earn Canadian Tire Money ("CT Money”) even faster on eligible purchases in-store at participating locations. These include Canadian Tire, Mark's, Sport Chek, Sport Experts, Party City, L'Équipeur, and more.

The total cost of the program is $89+ per year.

Triangle Select members enjoy the following distinct benefits:

• 10x Everyday in-store bonus on most in-store purchases at CTC's group of companies.
• 20x CT Money on in-store purchases of select brands such as Helly Hansen, FWD, Denver Hayes, Mastercraft, CANVAS, and more.
• 20x Bonus CT Money at the end of the subscription year on the largest eligible in-store purchase.
• A welcome gift valued at $50.

Members can also enjoy the following online shopping benefits:

• Shipping fees are reimbursed in CT Money (before taxes) on the first five Canadian Tire ship-to-home purchases (up to $12 in shipping fees per order).
• Shipping fee waived on all online purchases over $50 (before taxes) from Sport Chek, Mark's, and L'Équipeur (up to $20 in shipping fees per order).

According to Jason Blanchette, Senior Vice President of Loyalty and Customer Insights, "The Triangle Select program offers Canadians a new way to stretch their dollars and earn even more rewards on their everyday purchases. It's another way we're delivering on our Brand Purpose: We Are Here to Make Life in Canada Better."

In a beta test of the program, Canadian Tire found that the average member’s annual incremental earnings through bonuses were more than three times the subscription fee. That means the program pays for itself quickly.

What Other Retailers Can Learn from Triangle Select

The program offers customers a range of benefits that are designed to incentivize them to become and remain loyal subscribers. Because of the inherent savings of the program, it's a no-brainer for loyal and long-term customers who shop at any of CTC's group of companies regularly.

Triangle Select also provides benefits for both in-store and online shoppers, which could help the company bridge the physical-to-digital shopping divide. Every customer can enjoy real value from the program, even if they shop exclusively online throughout the year.

According to Canadian Tire's press release, "Millions of Canadians visit the Company's website and its 1,700 retail locations every year, with a Canadian Tire store located within fifteen minutes of 90% of Canadians. The Triangle Rewards program had 11.3 million members at the end of 2022."

Don’t Miss the Next eTail Canada Event

Subscription services perform well when companies can demonstrate their value to customers. Canadian Tire’s new program pays for itself quickly, can be used at a variety of stores, and provides benefits for both in-store and online shoppers. This is one program Canadian retailers should keep an eye on as map out their subscription concepts.

If you’d like to learn more about retail subscription strategies, it’s sure to be an important topic at the next eTail Canada event. It’s happening from September 27th to 28th at the Hyatt Regency Toronto in Toronto, Ontario.

Download the agenda and register for the event today.