Lidl introduces Pennies digital micro-donation system
Lidl has announced that it will become the first national supermarket to introduce the Pennies digital micro-donation system in its stores.
The system allows customers to donate up to 30p per transaction to a charity when paying for their shopping at the card reader.
The move forms part of Lidl’s fundraising efforts for the NSPCC after it extended its partnership with the children’s charity for a further five years.
Lidl has begun a roll out of the tech with the aim of having it in place in all stores by mid-February right up until the middle of March. The initiative will be available in stores for the six-week duration of a fundraising campaign and complements the existing in-store cash donation tins.
Never Miss a Retail Update!The supermarket is aiming to raise £5 million by 2030 to support the NSPCC’s Childline service, a free, confidential lifeline for vulnerable children and young people under 19 in the UK. Since beginning the partnership in 2017, Lidl has raised £10 million for the charity.
Ryan McDonnell, chief executive at Lidl GB, said: “We are delighted to be extending our partnership with the NSPCC and to give voice to the amazing work they do to ensure that children across the country have the support they need.
“Thanks to the incredible generosity of our colleagues and customers, we’ve managed to raise an astonishing £10 million for the NSPCC to date, but we want that figure to keep growing.
“So, by bringing Pennies into our stores, we’re offering our customers a simple way to contribute to causes that matter, turning small donations into a significant collective impact.”
