Tops supermarket's annual "Stick Anything, Get Discount" campaign is a strategic response to Thailand's shift toward "smart spending" consumers who plan purchases carefully. Launched in 2019 with 10% discounts and expanded to 25% by 2020, the campaign evolved into a data-rich platform offering up to 20–30% discounts through 200+ partner brands and gamification mechanics. Recent April–May 2026 results showed 15% higher average basket size, 16% increase in repeat visits, and 13% new customer acquisition. The campaign's success lies in customer empowerment—letting shoppers choose which products receive discounts—and is now being adapted to GO Wholesale for B2B merchant planning, demonstrating scalable retail innovation.