Case Study: Canadian Tire improves targeting and product innovation with Alida

Canadian Tire - Customer Case Study

Canadian Tire, Canada’s largest retailer, needed a better way to connect with customers as expectations and competition increased. Its Consumer Research and Data Science teams wanted direct customer insight to personalize marketing, test products, and build stronger predictive models beyond what transactional data alone could provide. Canadian Tire partnered with Alida and used the Alida Sparq-powered insight community, Triangle Community, to access richer customer understanding.

With Alida, Canadian Tire integrated its insight community with the Triangle loyalty program to combine demographic, psychographic, attitudinal, and transactional data into unified customer profiles. This enabled look-alike modeling, more accurate targeting, and better confidence in predictive models, while also allowing customers to opt in to product testing and public reviews. The result was improved customer confidence, stronger brand advocacy, more relevant messaging, and better support for innovation, though no specific numerical lift was provided.

Canadian Tire

Cedric Painvin

Associate Vice President of Consumer Research