Canadian Tire Corporation Boosts Customer Engagement and Triangle Loyalty with Braze

Canadian Tire Corporation (CTC), Limited is a Canadian retail company that operates in various sectors, including automotive, hardware, sports, leisure, and housewares. Its Canadian operations include Canadian Tire, Mark's, FGL Sports, PartSource, and the Canadian operations of Party City. As one of Canada’s most iconic and trusted companies, Canadian Tire provides customers from coast to coast with innovative products and services. From winter snow to summer sun, Canadian Tire is committed to making life in Canada better.

Customer engagement is crucial for Canadian Tire’s mission to build loyalty and drive value across its diverse banners. Engaged customers are more valuable, as they tend to shop more frequently across different banners and utilize the rewards program more effectively. Canadian Tire leverages personalized offers and targeted communications to increase customer engagement with Triangle Rewards.

How Canadian Tire Leveraged Braze for Enhanced Customer Retention and Engagement

Canadian Tire faced two primary challenges: increasing engagement across its various banners, such as Canadian Tire, Sport Chek, and Mark's, and automating and streamlining their customer engagement processes, which were previously manual and time-consuming.

Key components of the strategy included:

• Custom audience segmentation using the Braze Data Platform to activate data from Google Cloud Storage.
• A/B testing to determine the most effective messaging.
• Dynamic targeting options to personalize campaigns.

By leveraging the Braze Data Platform, Canadian Tire can easily use first-party data to foster strong relationships. Built with speed and flexibility, the Braze Data Platform helps you unify, activate, and distribute your proprietary data with a comprehensive, composable set of data capabilities and partner integrations that help you deliver meaningful experiences at scale.

Case 1: Weekly One-to-One Offer Awareness Campaign

To increase weekly engagement, Canadian Tire Corporation used the Braze integration with Google Cloud Storage to import customer offer data. They defined custom attributes and utilized ActionIQ for precise audience segmentation, which they used to personalize push notifications to inform customers about their personalized weekly offers. Messaging the specific offer values has led to increased activation rates. This campaign effectively drives ongoing customer engagement with weekly offers, building a habit among customers to check and utilize their personalized deals every Friday.

Campaign Highlights:

• Integration: Connected Google Cloud Storage to Braze.
• Custom Attributes: Defined customer-specific attributes for segmentation.
• Segmentation: Utilized ActionIQ for precise audience targeting.
• Campaign Execution: Sent personalized push notifications with weekly offers.

Case 2: Marquee Event Campaigns

For special events like "Swap Mania" and the "Triangle Holiday Offer," Canadian Tire Corporation created targeted campaigns using push notifications, in-app messaging, and Content Cards to inform customers and encourage participation. These marquee event campaigns drove strong engagement and high offer redemption rates, significantly enhancing customer participation during key promotional periods.

Campaign Highlights:

• Cross-channel messaging: Used push notifications, in-app messaging, and Content Cards for event promotion.
• Custom Attributes: Defined event-specific attributes for segmentation.

"Braze has enabled us to increase our personalization velocity, resulting in higher engagement rates with the Triangle loyalty program. The ability to quickly adjust and deploy targeted campaigns has been a game-changer for our team, allowing us to focus on strategic initiatives and drive better results across our banners."

Martin Kriz

Associate Vice President, Digital Marketing Technology and Innovation, Canadian Tire

Results: Enhanced Customer Loyalty and Increased Engagement Through Targeted Campaigns

Canadian Tire Corporation’s campaigns, powered by Braze, led to significant improvements in customer retention and engagement. The Weekly One-to-One Offer Awareness Campaign saw a marked increase in weekly engagement, creating a habitual pattern where customers checked in every Friday for new offers. The Marquee Event Campaigns achieved high engagement rates during special promotions like "Swap Mania" and the "Triangle Holiday Offer," leading to increased offer activation and redemption, higher sales, and boosted customer satisfaction.

Overall, these campaigns significantly improved customer satisfaction and increased customer lifetime value (CLV). By leveraging the Braze platform, Canadian Tire Corporation effectively addressed its engagement challenges, resulting in long-term growth and stronger customer relationships. Metrics showed 20-30% open rates for targeted campaigns and 9-13% conversion rates for specific offers, highlighting the value of tailored communication in enhancing customer loyalty and engagement.

Key Takeaways

1. Automation Increases Efficiency: Automating the engagement process allowed Canadian Tire Corporation to streamline their operations, freeing up resources to focus on strategic initiatives and new capabilities.
2. Event-Specific Campaigns Drive Engagement: Targeted campaigns for special events like "Swap Mania" and the "Triangle Holiday Offer" resulted in high engagement rates, demonstrating the impact of event-specific marketing strategies.
3. Consistent Weekly Offers Build Customer Habits: The Weekly One-to-One Offer Awareness Campaign successfully created a habitual check-in pattern among customers, driving consistent engagement and loyalty.
4. Integration Enhances Personalization: Using the Braze Data Platform for data integration and segmentation enabled Canadian Tire Corporation to deliver personalized messages, leading to higher open and conversion rates.

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