Aeroplan’s Annual Points Matching Week to Help Children and Their Families
MONTRÉAL, ON–Aeroplan Points Matching Week in support of the Air Canada Foundation Hospital Transportation Program began today and will run until October 12, 2025. The program operates on the generous donations from Aeroplan Members to provide relief for families across Canada whose children need to travel for medical care and …
Mistplay Appoints Chief Data and AI Officer
MONTREAL, QC–Mistplay, the pioneer of play-and-earn in the rewarded ad space, today announced the appointment of Sampsa Jaatinen as Chief Data and AI Officer. With more than 20 years of experience applying machine learning and advanced analytics to business challenges, Jaatinen will spearhead Mistplay’s data science vision to develop AI-driven …
A Personal & Professional Reflection of Immense Pride: Celebrating 25 Years of the Optimum Program
by Richard Schenker September 10, 2025–In 1997, I made one of the hardest but best decisions of my career. I left a high-profile loyalty marketing role with my first employer, the Hudson’s Bay Company, where I had very successfully built and grown the Bay’s first customer loyalty program, Bay Card …
Canadian Tire Expands Triangle Rewards Through New Linked Partnerships: Analysis
By Richard Schenker Canadian Tire’s Triangle Rewards program has quietly evolved into one of the most ambitious loyalty platforms in Canada. With almost 12 million members, Triangle is no longer just about “Canadian Tire Money.” It is steadily building a partner ecosystem designed to increase customer engagement in the everyday …
Two of Canada’s Most Beloved Brands Team Up in Strategic Loyalty Partnership
TORONTO, ON–Canadian Tire Corporation and Tim Hortons® announced a strategic loyalty partnership that brings together two of Canada’s most iconic and beloved brands. Launching later in 2026, this collaboration will enable members to link their Triangle Rewards and Tims Rewards accounts to unlock new benefits. Linked members will earn Canadian …
Why RBC Avion Partnership with Canadian Tire is A Game-Changer for Canadian Loyalty Programs
RBC Avion Partners with Canadian Tire: A Game-Changer for Canadian Loyalty Programs By Richard Schenker In an exciting development for the Canadian banking, retail and rewards landscape, RBC Avion has announced a strategic partnership with Canadian Tire, a collaboration that brings together two very influential players in the Canadian market. …
RBC, Canadian Tire Corporation announce strategic loyalty partnership
Loyalty partnership expands rewards, enhancing value for millions of Canadians TORONTO, ON–Royal Bank of Canada and Canadian Tire Corporation have formed a long-term strategic loyalty partnership between Avion Rewards and Triangle Rewards. This collaboration will enhance the value of both programs by linking millions of eligible RBC credit and debit …
It’s Time for the Retail Pet Sector to Add More Bite Into Their Customer Loyalty Programs
By Richard Schenker As a former dog owner (our late dog, Koby, pictured), I can attest firsthand that pets are often seen as the epitome of loyalty, offering unconditional love and companionship without asking for anything in return. Whether it’s a dog waiting at the door after a long day …
The QSR Contest Wars Are Heating Up This Winter in Canada
By Richard Schenker A couple of weeks ago, Tim Horton’s, Canada’s iconic coffee chain, announced the latest iteration of Roll Up to Win, which will run from February 24th to March 23rd. Following the brand’s 60th anniversary, during which they brought back a variety of nostalgic baked goods, Tim Horton’s …
It’s high time for the Consumer Packaged Goods Industry to finally, fully embrace Consumer Loyalty Programs
By Richard Schenker The consumer packaged goods (CPG) industry, traditionally known for its vast scale, global reach, and ubiquity in everyday consumers’ lives, has been a late adopter of formal consumer loyalty program strategies. While sectors such as retail, financial services, and travel & hospitality have all operated, marketed, and …