When Tim Hortons unveiled its 5-year strategic plan a few months ago it declared a desire to embrace technology. From the official press release, execs said the intention is to become “one of the industry’s most consumer-centric companies, enabling us to aggregate guest insights and connect and transact with them in new and innovative ways.”
Timmies has already its popular re-loadable TimCard available and launched several mobile apps that allow addicts to pay for their daily fix via their smartphone. In addition, the Oakville-based company recently rolled out the TimTV initiative, and are currently testing new point-of-sale terminals. Heck, they’ve even installed electric vehicle charging stations in several provinces.
One major step forward for Tim Hortons was the recent launch of the co-branded Tim Hortons CIBC “Double Double” credit and loyalty card. This reportedly is the “first-of-its-kind technology” in Canada and offers loyal enthusiasts the option to select between the Visa credit card, or immediately redeem for rewards at Tim Hortons. It’s actually a great idea and this dual-technology has been in the States for a few years.
The no-fee Double Double card, which I gladly am using, is in place to gain more than our loyalty and giving out free Timmies beverages or baked goods. At the very core is the intent to complete its second phase of its technology vision by compiling our transaction history to market to us “in new and innovative ways.”
Backing all this fine technology is access to a boatload of customer data. It seems with every swipe or press of the button, both CIBC and Tim Hortons will know a bit more about our purchasing habits — everything about your order from what you buy, when and where you buy, what time you buy, and how many times you buy.
Very intense stuff, but not too shocking as this has been around a while. It’s just that we’re now more sensitive about the data that’s being shared, and more specifically who sees our habits.
When one signs up for the Tim Hortons CIBC Double Double card, which is a mouthful to say, you immediately agree to the fine print terms and conditions. For those interested, here is what CIBC states (bold is my highlight):
In addition, Tim Hortons says on its privacy page that “Tim Hortons will not disclose, trade, rent, sell or otherwise transfer personal information for purposes other than as those set our herein, except with an Individual’s consent or as required or permitted by law.”
This co-branded loyalty and credit card is free to use and does offer rewards, but also comes at a cost – our personal info and habits.