GO Wholesale Synergizes B2C Strategy for B2B Market

Thansettakij•Economy•15h ago

Reader Briefing

GO Wholesale is implementing a customer-led discount strategy across 14 branches to help B2B entrepreneurs manage costs.

•GO Wholesale is adopting a sticker-based discount mechanism previously successful at Tops.
•The strategy allows B2B customers to select their own discounts on specific products.
•The initiative is part of a synergy within the Central Retail Food group.
•The campaign targets B2B entrepreneurs, small shops, restaurants, and service businesses.

•GO Wholesale is shifting from brand-centric promotions to customer empowerment by allowing entrepreneurs to determine their own discounts via stickers.
•GO Wholesale has deployed this sticker-based discount system across 14 branches nationwide.
•B2B customers prioritize bulk purchasing and low unit costs to maximize profit, requiring flexible cost management tools.
•A previous Tops campaign from April to May 2026 saw average basket size grow by 15%, purchase frequency increase by 16%, and new customers grow by 13%.
•Jakrit Jatupanyachotikul targets an increase in average basket size for GO Wholesale of at least 20-30% through the GO Sticker campaign.
•Research from the College of Management, Mahidol University (CMMU) indicates 90-97% of Thai consumers and entrepreneurs carefully compare prices before purchasing.
•Tops has filed for intellectual property rights for the marketing innovation of the campaign and launched Tops Pae Arai Kor Lod Plus for its 58th anniversary.
•Tops aims to push sales growth of its updated campaign by over 30% in the second half of 2026.

Full article content is available on the original source.

GO Wholesale(โก โฮลเซลล์)

A wholesale food ingredient center for entrepreneurs operating 14 branches in Thailand.

Tops(ท็อปส์)

A B2C retail business under Central Retail Food that developed the sticker-based discount campaign.

Central Retail Food(เซ็นทรัล รีเทล ฟู้ด)

The parent group overseeing both GO Wholesale and Tops.

College of Management, Mahidol University(วิทยาลัยการจัดการ มหาวิทยาลัยมหิดล)ℹ️

The institution that conducted the THAI SMARTSUMER 2026 consumer behavior research.

CMMU

The abbreviation for the College of Management, Mahidol University.

Ricardo Baurotto(ริคาร์โด้ เบารอตโต้)

CEO of Central Food Wholesale business.

Jakrit Jatupanyachotikul(จักรกฤษณ์ จตุปัญญาโชติกุล)

Deputy Managing Director of Marketing, Public Relations, and Corporate Social Responsibility at Central Retail Food.