Checkers turns Xtra Savings into a collecting game with new Stickables campaign
The retailer has launched Checkers Stickables, a collection of 50 stickers featuring recognisable South African brands and Checkers icons, giving Xtra Savings members an additional incentive to swipe their rewards card and participate in an extended collecting experience.
Running from 21 September to 8 November 2026, the campaign gives customers one Stickable for every R200 spent, up to 10 stickers per customer per transaction.
The mechanic turns everyday grocery spend into a loyalty reward, while introducing the excitement of collecting, completing a set and trading duplicates.
For Checkers, it is a strategy that places customer engagement at the centre of the promotion, rather than relying solely on price-led rewards.
Making loyalty more experiential
Loyalty programmes have traditionally focused on transactional benefits such as discounts, points and personalised offers. Stickables adds an experiential layer to the Xtra Savings proposition, giving customers something physical to collect alongside the financial value of the programme.
The collection includes 50 designs featuring brands such as Duracell, Oros, Bar-One, Ricoffy, Sunshine D, Black Cat Peanut Butter, OMO and Huggies, as well as a mini Sixty60 delivery bike.
The use of familiar brands also creates a connection between the retailer, its suppliers and the products customers encounter during their shopping journeys.
The campaign is built around a simple behavioural loop: spend, receive, collect and return.
Customers are encouraged to collect all 50 Stickables, while duplicates create an opportunity to swap with friends and other collectors.
That gives the promotion a longer engagement cycle than a once-off reward, with customers able to participate throughout the campaign period.
A loyalty mechanic with a high-value hook
Checkers has also introduced a scarcity element through a limited number of rare golden stickers.
Customers who find a golden sticker can scan the QR code and enter a random draw for the chance to win R1m. Xtra Savings Plus members receive double entries.
The prize adds another layer to the loyalty mechanic, creating anticipation around every sticker received while giving Plus members an additional participation benefit.
Rather than simply rewarding the transaction, the campaign turns the reward into an experience.
Building community around the customer base
Checkers is extending the campaign beyond its stores through physical collecting and swapping.
Sticker Books, available in teal, orange and pink, give customers a dedicated way to store their collections, identify missing stickers and display their progress.
The retailer will also host Swop Days on 3, 17 and 31 October, creating physical opportunities for customers to trade duplicates and compare collections.
The social element is important to the campaign's loyalty proposition. Collecting gives customers a reason to engage with one another, while the scarcity of certain stickers encourages trading and continued participation.
It also creates a form of customer engagement that exists outside the traditional retailer-consumer transaction.
Tapping into the collectibles resurgence
The strategy comes as collectibles experience renewed global interest, with consumers increasingly attracted to physical products that combine entertainment, self-expression and social interaction.
For Checkers, bringing that behaviour into grocery retail provides another way of making routine shopping more engaging.
The Stickables mechanic also gives the retailer a way to connect loyalty with play. The customer is not simply earning a discount or receiving a promotional item; they are working towards a collection, with the possibility of finding a rare item along the way.
That distinction could make the campaign particularly relevant to a retail environment where loyalty is increasingly about maintaining ongoing customer engagement rather than simply rewarding individual transactions.
With 50 Stickables to collect, rare golden stickers to find and dedicated swap events scheduled throughout October, Checkers is effectively turning Xtra Savings into a collecting journey.
And the commercial proposition starts with a familiar loyalty behaviour: swipe your card, spend R200 and see what you get.
