- TOPS reveals signature ‘Sticker Promotion – Stick and Save, Discount Your Way!’ campaign hits all-time high, driving basket size growth by 15%, attracting 13% new customers, and increasing shopping frequency by 16%
TOPS, under Central Retail (SET: CRC), reinforces the success of its signature ‘Stick & Save’ sticker campaign while highlighting its registered marketing intellectual property (IP) rights, following record-high results during March–April 2026 including a 15% increase in basket size, a 13% boost in new customers, and a 16% increase in shopping frequency. Driven by a Customer Empowerment strategy, the campaign shifts promotional choice from the brand to consumers, empowering shoppers to select discounts on their preferred products and tailor value to their needs.
Most recently, to celebrate its 58th anniversary, TOPS is continuing to build on the success of its ‘Stick & Save’ sticker campaign by integrating a gamification strategy to elevate customer engagement to the next level through its latest iteration, ‘TOPS Stick & Save Plus’. Designed to stimulate second-half spending and ease cost-of-living pressures, the campaign runs from today until 30 September 2026, targeting 30% growth in campaign sales.
Mr. Chakkit Chatupanyachotikul, Head of Marketing, Public Relations & CSV of Central Food Retail under Central Retail, stated: “One of the key factors that makes the ‘Stick & Save’ sticker campaign different from conventional promotions is the shift from the brand determining discounts to giving customers the freedom to decide for themselves which products they wish to apply discounts to. This simple yet highly effective mechanism has resonated strongly with customers and become highly memorable, establishing itself as one of TOPS’ signature campaigns.
Today, we are taking another important step by communicating the intellectual property rights associated with the campaign’s marketing activities, reflecting the value of a concept that TOPS initiated and developed, while transforming it into a brand asset that creates long-term competitive differentiation.
The results clearly demonstrate that Customer Empowerment, combined with campaign design mechanics that inspire participation through Gamification, has made the campaign a resounding success. Customers enjoy choosing discounts for products they genuinely prefer, creating value in terms of both customer experience and business growth, particularly at a time when consumers are planning and evaluating their spending more carefully.
This is consistent with findings from the THAI SMARTSUMER 2026 study conducted by the College of Management, Mahidol University (CMMU), which found that 90-97% of Thai consumers across all generations carefully consider purchases before making decisions, while 71% utilize AI to research information, compare prices, and support purchasing decisions. The findings reflect a shift from Promotion Hunters to Strategic Spenders, who are not simply looking for the highest discount but instead seek the freedom to choose the value proposition that best matches their own needs.”
Mr. Chakkit added that the concept is clearly reflected in the campaign’s performance during April-May 2026. The campaign generated a 15% increase in average basket size and a 16% increase in shopping frequency. Customer participation increased by 22%, while new customers grew by 13%. Furthermore, 28% of participating customers used more than 10 stickers.
The sticker campaign also drove customer movement across store locations like an interconnected web, as new sticker booklets were continually issued whenever shoppers met qualifying purchase conditions. This reflects sustained customer engagement and reinforces the role of Stick & Save as one of TOPS’ key Loyalty Marketing strategies, helping drive Customer Engagement, increase traffic, expand the customer base, encourage repeat purchases, and support long-term business growth.
Building on this success, in the second half of the year, to celebrate TOPS’ 58th anniversary, we are advancing our signature ‘Stick & Save’ sticker campaign into ‘TOPS Stick & Save Plus.’ This iteration elevates our Gamification mechanics to deliver even greater value and better meet shopper needs, driving continuous campaign engagement. The more customers shop, the more discount stickers they receive, while allowing them to enjoy discounts of up to 30% on the products they truly want (subject to campaign terms and conditions).
Another important dimension that strengthens the campaign’s differentiation is our collaboration with more than 200 partner brands, expanding both choices and benefits across products and services. This directly caters to today’s ‘Strategic Spenders’ who want to plan and tailor their spending to better match their own needs. At the same time, we are driving this signature campaign to serve as a key engine to stimulate spending, expand our new customer base across both physical stores and online, encourage repeat purchases, increase basket value, and target over 30% growth in campaign sales.
TOPS ‘Stick & Save Plus’ runs from 19 August to 30 September 2026, covering both in-store sticker collection and online shopping channels. The campaign is divided into three collection and redemption periods, allowing customers to plan and redeem rewards according to their individual lifestyles, while adding a ‘Plus’ to their savings through enhanced mechanics, expanded choices from partner brands, and even more exclusive privileges.
“We anticipate ‘TOPS Stick & Save Plus’ will serve as another vital growth engine for TOPS in the second half of the year, building upon past success and elevating benefits to align with changing consumer behaviour. This initiative also marks a key step in evolving our sticker mechanics from a traditional promotion into a scalable Marketing Innovation model that can expand into new formats and collaborations in the future—or even adapt and scale ‘Stick & Save’ across other banners within Central Retail Food. Ultimately, this will generate greater value for both shoppers and brand partners, while unlocking new growth avenues for Central Retail’s entire food business,” Mr. Chakkit concluded.
