2. How competitive is Canadian Tire's loyalty program compared to other loyalty programs? In the fall of 2014, Canadian Ti re launched its digitally based loyalty program entitled My Canadian Tire ‘Money.' Consumers who purchased with their Canadian Tire Options MasterCard, loyalty card, or the app accumulated ‘Money' for redemption for purchases online and at Canadian Tire stores, including automotive and home services.

Accumulated ‘Money' could be donated to Canadian Tire's Jumpstart program designed to fund sports participation for less fo rtunate children. Purchased goods from other retailers within the corporate umbrella (i.e., Mark's, Sport Chek, PartSource, L'Equipeur) also qualified for

‘Money.' While over $1 billion of the Canadian Tire ‘Money' hit the wallets of its customers

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Hand-out/CANADIAN TIRE CORPORATION, LlMIT/Newscom over the yea rs since 1958, most expected the iconic promotion to wane over t ime.

The new loya lty prog ram appeared much like the original but with at least two important differences:

(1) the program required customers to register, and (2) customers received a payback of 4 percent of sa les as a reward if they used the credit card. Previously, the retailer distributed Canadian Tire ‘Money'

anonymously for cash purchases with a reward of one-tenth of the generous 4 percent which would continue with non-credit ca rd purchases. Canadian Tire accommodated those wishing to trade in the paper money for digita l money.