Tops Registers Sticker Campaign Trademark as Sole Owner
Tops has secured trademark rights for its "Stick and Save" loyalty campaign after boosting customer numbers by 13% and basket sizes by 15% in early 2026. The supermarket giant is expanding the program through September with deeper discounts
Tops, part of Central Retail, has announced exclusive intellectual property rights for its "Stick and Save" sticker campaign after achieving record results in March and April 2026, including a 15% boost in average basket size, 13% increase in new customers, and 16% rise in repeat purchase frequency. The campaign's success stems from its "Customer Empowerment" strategy, which shifts control from the brand to customers, allowing them to choose which discounts apply to products they want, creating personalized value.
To celebrate 58 years in business, Tops is launching "Stick and Save Plus," running from now through September 30, 2026, with over 200 partner brands offering discounts up to 30%. The campaign uses gamification elements to boost customer participation and spending during the second half of the year, aiming for a 30% sales increase. According to Jakkarit Chatupanyachotigun, Senior Vice President of Marketing at Central Food Retail, the strategy reflects findings from the Thai Smartsumer 2026 study showing that 90–97% of Thai consumers plan purchases carefully and 71% use AI to compare prices, indicating a shift from promotion-seeking to strategic spending based on personalized value.
