General
Tops Thailand Secures Intellectual Property Rights for 'Stick & Save' Campaign
Tops has officially registered the intellectual property for its 'Stick & Save' campaign following significant growth in customer engagement and sales metrics.
Tops, a subsidiary of Central Retail, announced on August 20, 2026, that it has secured intellectual property rights for its popular 'Stick & Save' marketing campaign. This move follows a successful performance period between March and April 2026, during which the retailer reported a 15% increase in average basket size, a 13% rise in new customers, and a 16% increase in shopping frequency.
The campaign, which utilizes a 'Customer Empowerment' strategy, allows shoppers to apply discount stickers to items of their choosing rather than relying on pre-selected store promotions. To celebrate the company’s 58th anniversary, Tops is expanding the initiative into 'Tops Stick & Save Plus.' This updated version involves over 200 partner brands and offers discounts of up to 30%.
For residents and travelers in Thailand, this development signifies that the 'Stick & Save' branding and mechanism are now legally protected under Tops' proprietary rights. The company aims to boost sales by 30% through this campaign during the second half of the year. While the campaign is currently active, it remains to be seen how the 'Plus' expansion will influence long-term consumer spending habits and whether other retailers will attempt to introduce similar customer-led discount models in the future. According to Khaosod Online, the initiative is a key component of the retailer's strategy to stimulate purchasing power throughout the remainder of 2026.