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Commentary on Tims Visa Card

In: Business and Management

Submitted By lscb
Words 1441
Pages 6
Introduction

On July 2nd 2014, CIBC, in partnership with Tim Hortons, launched the new

“Double Double Visa Card”, which includes physical buttons built into the plastic.

Cardholders can press one of two options on the face of the card – a button that

accesses their Visa account or another that lets users redeem loyalty points for

products at the company’s restaurants. In effect, the CIBC and Tim Hortons card

allows users to earn points on purchases they charge to their no annual fee Visa

card, collecting a cent on every dollar in “Tims Cash” rewards. While quite a bit of

information has been written about the opportunities that this credit card will

present CIBC in terms of growing their market share by securing this loyalty

program, little has been written about the vast opportunities in market research

that this card will offer Tim Hortons. As this paper will discuss, while Banks can

grow their business and secure a large customer base by targeting popular

retailers, the power that these retailers gain, by being given a reservoir of

information about customer purchasing habits and behaviors, must not be

overlooked. Moreover, as I will argue, this venture can change the entire

marketing playing field as it gives a whole new meaning to data mining.

Description of the Issue:

The “Double Double Visa Card” is CIBC’s first step in an attempt to grow its

business and credit card portfolio after loosing their historically exclusive deal

with Aimia Inc on the Areoplan-branded credit card to Toronto Dominion Bank. In

effect, the Bank is hoping that with this card, they will be able to connect to Tim

Hortons enormous base of loyal customers. As discussed on the “Double Double

Visa” website, through Tim Hortons, CIBC will gain branding opportunities in

3,500 stores where customers...

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