GO WHOLESALE – the food wholesale center always fresh-forward for food professionals, operated by Central Food Wholesale Co., Ltd. under Central Retail – is delivering a new experience to Thailand’s wholesale sector by adapting TOPS’ successful ‘Stick & Save, Discount Your Way!’ campaign across all GO WHOLESALE branches. Rolling out as a B2B strategy for the first time, the campaign creates a Customer Empowerment experience that enables business operators to apply stickers to their preferred products and ingredients, including full cases and multipacks. These additional savings help operators further lower operating costs and ease financial burdens, with the initiative projected to increase average basket size by at least 30%.

Mr. Ricardo Boarotto, CEO of Central Food Wholesale, said that the essence of wholesale is understanding that different business operators have different needs and cost structures. These customers buy in volume—by the case or lot—to secure the best possible value before using those products to generate revenue. GO WHOLESALE therefore has an important mission to develop new options that help business customers manage costs efficiently and meet their specific needs. This marks the first time TOPS’ sticker campaign, proven with B2C customers, has been adapted for a B2B audience.

“This B2B ‘Stick & Save, Discount Your Way!’ sticker campaign was created through the synergy between GO WHOLESALE and TOPS within Central Retail Food. It brings together the strength, expertise, and proven marketing mechanics of Central Retail’s food business to serve every customer group—including B2B operators whose purchasing behavior centers on efficient cost management. By allowing customers to choose which products receive a discount themselves, this campaign delivers a brand-new experience across all 14 GO WHOLESALE branches,” Mr. Ricardo said.

Mr. Chakkit Chatupanyachotikul, Head of Marketing, Public Relations & CSV of Central Retail Food said: “The ‘GO Sticker Promotion – Stick & Save, Discount Your Way!’ campaign extends TOPS’ successful B2C initiative. It differs from conventional promotions by shifting control over discounts from the brand to the customer, who can decide which products to apply them to. This simple, effective mechanism became one of TOPS’ signature campaigns. Adapted for GO WHOLESALE’s B2B customers, it retains its core strengths: easy to understand, fun, and engaging. By combining Customer Empowerment with mechanics that encourage active participation, the campaign marks a first for Thailand’s wholesale sector. Business operators can apply discount stickers to the products they choose, manage savings around their business needs, receive targeted additional discounts, and lower operating costs immediately.”

“With campaign mechanics designed to drive engagement and address real cost-management needs for operators, we believe this initiative will receive strong customer adoption. It encourages customers to increase spend per visit to earn stickers and redeem benefits across a wide range of consumer goods and household products—including cooking oil, rice, Thai and international seasonings, and cleaning supplies, among many other items. We expect the campaign to increase average basket size by 30%. Beyond delivering greater value for B2B customers, it also appeals to large households that prefer purchasing in bulk by offering immediate savings. This creates a strong incentive for repeat store visits, increases foot traffic, and deepens customer engagement with the brand,” Mr. Chakkit said.

The GO WHOLESALE ‘Stick & Save, Discount Your Way!’ campaign runs from 19 August to 30 September 2026 across all 14 branches nationwide, with the following key mechanics:

• Three spending tiers unlock sticker savings: Purchase any eligible products in a single receipt (excluding spirits, tobacco products, infant formula, and medicines) to receive sticker booklets:
  • Spend 1,200 Baht for Booklet Set A.
  • Spend 3,500 Baht for Booklet Set B.
  • Spend 12,000 Baht for Booklet Set C.(Booklets can be collected at redemption counters across all branches, limited to three booklets per person per day. Stickers cannot be applied to weighted products, spirits, beer, or tobacco products.)
• Three promotional rounds of ‘Stick & Save, Discount Your Way!’:
  • Round 1: 19 August – 1 September 2026
  • Round 2: 2 – 15 September 2026
  • Round 3: 16 – 30 September 2026
• Wide Range of Savings: Over 4,500 participating items from 192 brands, offering discounts ranging from 2% to 20% across general merchandise, own-brand lines (A Choice, ProSave, SuperSave), leading national brands, and partner-brand promotions.

‘Looking ahead, GO WHOLESALE, as a food wholesale center that truly understands business operators, will continue to combine strengths and share knowledge and proven practices across Central Retail Food. This will drive new marketing innovations that deliver tangible results, greater value and better experiences, helping small business operators grow together through changing economic conditions,’ Mr. Ricardo concluded.

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