Checkers is adding a new element to its Xtra Savings loyalty strategy with the launch of Stickables, a collectible sticker campaign designed to turn everyday grocery shopping into a game.
The retailer has introduced 50 collectible stickers featuring familiar South African brands including Oros, Bar-One, Ricoffy and Black Cat, alongside Checkers-specific icons such as its Sixty60 delivery bike.
Xtra Savings members receive one sticker for every R200 spent at participating Checkers stores, while selected rare stickers are linked to a R1 million prize draw.
How Checkers Stickables works
The premise is simple. Shoppers collect Stickables as they spend, with the R200 threshold providing an incentive for customers to consolidate their grocery purchases at Checkers.
The retailer is also encouraging customers to trade duplicate stickers, with physical swap events planned as part of the campaign.
This adds a social element to a loyalty strategy traditionally centred on discounts and other transactional rewards.
For customers trying to complete all 50 Stickables, each shopping trip offers another opportunity to add to their collection.
Turning grocery shopping into a game
Retail loyalty programmes have increasingly become tools for encouraging repeat visits, gathering shopping data and influencing customer behaviour.
Stickables introduces scarcity, collecting and social interaction into the mix.
The campaign also provides participating consumer brands with another form of exposure inside the supermarket environment.
Instead of appearing solely on shelves or through conventional promotions, brands become part of the collecting experience.
Xtra Savings expands beyond discounts
The campaign builds on Checkers’ wider use of Xtra Savings as a customer engagement platform.
The programme has become central to the retailer’s promotions, while Sixty60 has extended the Checkers brand beyond its physical stores and into on-demand grocery delivery.
Stickables takes the loyalty proposition in another direction by giving customers an additional reason to return and continue shopping until their collections are complete.
Collectibles have worked for international retailers
Collectible supermarket campaigns are not a new concept.
Australian supermarket groups Coles and Woolworths have repeatedly used similar campaigns to encourage repeat shopping.
Coles has previously launched its Little Shop miniature groceries as well as Pokémon and DC collectible campaigns, while Woolworths has used Disney card promotions linked to minimum spending thresholds.
Australia’s competition regulator has noted that these campaigns can increase customer spending and loyalty-card use.
Coles linked its 2024 Pokémon promotion to stronger quarterly sales, while Woolworths reported higher loyalty-card scan rates during a Disney collectibles campaign.
Checkers’ Stickables campaign brings a similar concept into its Xtra Savings ecosystem, moving the loyalty experience beyond purely transactional rewards.
For the retailer, the objective is clear: make grocery shopping more interactive while giving customers another reason to return.
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