Tops, part of Central Retail, is copyrighting its "Paste Anything, Get Discount" sticker campaign and launching an upgraded version to capture H2 sales growth. The campaign shifts promotional power to customers—they choose which products get discounts via stickers—rather than brands dictating discounts. Previous rounds achieved 15% higher basket sizes, 16% increased repeat visits, and 22% more campaign participants. The new phase adds 200+ brand partners offering up to 30% discounts and structures earning rights in three time-bound tiers to drive repeat store visits over 1.5 months (Aug 19–Sep 30). This protects the campaign's competitive moat by codifying a customer-empowerment mechanic that competitors cannot easily replicate.