Retail/Tops

Tops offers measures to spur spending.

Editorial staff

TOPS, the food business under Central Retail, reveals customer spending trends and offers more sophisticated strategies to fit their needs, defying economic headwinds.

TOPS is entering phase 3 with the ‘Super Sticker’ grand finale, playing a pivotal role in driving TOPS''s total sales to grow 20% by the end of the campaign period.

The move is due to the recent launch of the first two phases of the 'TOPS Fun Fest – Stick & Save’ sticker campaign, which has received a beyond-expected response, with average sales per basket growing by over 18%.

Furthermore, the total number of receipts where customers redeemed discount stickers represented a 52% increase over the previous year. This drove campaign sales growth of 78%, while the frequency of repeat purchases rose by 4.8%.

This success underscores the effectiveness of data-driven insights in identifying ‘polarized spending' trends—a behavior where consumers are willing to spend on happiness while simultaneously seeking strategic value.

"By leveraging a ‘Customer Empowerment’ strategy that allows shoppers to personalize their own discounts, TOPS has defied challenging economic conditions. Amid the wait-and-see economy, consumers keep on spending, but they are cautious about what items they should buy. Mass promotional campaigns no longer work to spur spree shopping. Customers look for more alternative choices," he said.

Chakkit Chatupanyachotikul, Head of Marketing, Public Relations & CSV of Central Food Retail under Central Retail, said that amid ongoing economic challenges, consumers have shifted towards ultra-cautious spending, driven by the pressures of rising living costs. This has led to the emergence of ‘Polarized Spending’—a behavior where consumers are willing to invest in premium products for small moments of happiness while still demanding absolute value and relevance.

This shift reflects a transformation in modern purchasing patterns: moving away from being mere bargain hunters to becoming strategic spenders. Today’s consumers prioritize smart buying, smart selection, and smart savings. They prefer personalized discounts that allow them to choose exactly what they want, rather than receiving mass promotions that may not meet their specific needs.

"Furthermore, we see a growing desire for emotional fulfillment through premium purchases, as consumers seek to ‘heal’ and find joy amidst negative news and daily stress," he said.

The 'TOPS Fun Fest – Stick & Save’ third phase campaign still gives customers the power to determine their own discounts on preferred items through sticker selection. This approach has consistently driven strong engagement and positive feedback every year the campaign is held.

Additionally, insights from the 2025 campaign revealed that the maximum 20% discount stickers were used for premium or ‘aspiration items’ in over 82% of redemptions. This reflects how well the campaign is designed to meet customer needs, enabling them to purchase desired premium products at more affordable prices.

Meanwhile, the remaining 18% were used for everyday essentials. These consistent successes, both this year and last, reaffirm that modern consumers are no longer just seeking low prices but are rather looking for smarter deals that fulfill personalized needs while providing emotional satisfaction.

Key drivers behind the campaign’s success include delivering the ‘right deal,' not just low prices, but meaningful value from the consumer’s perspective. It enables customers to ‘choose their own deals’ through discount stickers, transforming shopping into a strategic and engaging experience.

With limited time to use the sticker, it creates a sense of urgency that accelerates decision-making, increasing both basket size and spending per transaction. The offering greater value based on purchase amount also encourages repeat purchases and basket building.

To sustain momentum into Phase 3, the campaign’s final stage, TOPS is introducing additional special promotions with the ‘Super Sticker,’ featuring enhanced discounts of up to 50% on a selection of 60 items. This upgrade elevates both value and convenience, with offers available both in-store via physical stickers and online via e-coupons to cater to every lifestyle from today until 30 April 2026. Customers can receive a 10%, 15%, and 20% discount sticker based on conditions.

“We are confident that the ‘TOPS Fun Fest – Stick & Save’ campaign will serve as a key driver amid rising living costs and increasing product prices. TOPS continues to be a practical choice in helping ease consumers’ financial burden while reinforcing our position as a leader in food retail driven by a deep understanding of consumer needs. We will continue to build on this success in future phases to further enhance the shopping experience,” concluded Mr. Chakkit.

On the other hand, tops takes action against the energy crisis by adding 20 additional electric vehicle (EV) trucks within its logistics operations, bringing the total fleet to 44 by the end of the year. This initiative aims to enhance distribution efficiency across Bangkok, surrounding metropolitan areas, and key regions nationwide, while addressing rising energy cost volatility across the industry.

It also supports cost-reduction measures to help mitigate the impact on product pricing, alongside reinforcing confidence in the continued and efficient availability of products across all branches. TOPS targets a reduction in fuel consumption of more than 457,000 liters within 2026.

In addition, Central Retail Food, the operator of TOPs, continues to drive growth across the food ecosystem, aiming to expand “No Brand," a renowned South Korean grocery store, to reach 10 branches nationwide by 2028. Of the total, three stores are to open this year. The second and third branches will be opened in the second half of this year.

Earlier, No Brand, has officially opened its first standalone store at Central Bangna.

Spanning over 250 square meters, the No Brand store is located on the B1 floor at Central Bangna and designed under a compact and efficient store concept. It provides 2,200 products under a value retail model, catering to modern consumers seeking ‘quality and value’ alongside an accessible lifestyle shopping experience for everyday living.

‘No Brand' caters to consumers who are currently placing increasing importance on ‘value for money alongside quality,' reflecting a shift towards smart value and smart shopper behavior, which is becoming the new standard in purchasing decisions and a key driver pushing the retail industry to continuously adapt strategically.