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OPINION: Giving back to charity can boost business for jewellers

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Words by Ian Tomlinson, chief executive officer, Cybertill

Cybertill recently launched a new Round Up feature that enables retailers, including jewellery retailers, to ask their customers at the point of sale if they would like to round up their basket value and donate the extra money to the retailer’s chosen charity.  

With the modern consumer’s buying habits being driven more and more by retailers with a purpose beyond profit. We knew that this feature would be integral in aligning both retailers and charity so that good causes can be supported by general retail. Last year our research with YouGov found that 31% of consumers wanted retailers to offer a donation service in-store for donating used items to be recycled (YouGov 2019). Consumers want retailers to offer more chances for them to give back to society and make a positive impact.

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The Cybertill Round Up feature is predicted to raise in excess of £1 million for charity over the next 12 months and we wanted to give retailers an easy way to increase charitable giving. What’s great about the feature is that retailers have multiple round up options to offer their customers, from the nearest £1, £5, £10 or more, plus an open option for those wanting to choose how much they donate. We’re proud to offer the software that can enable this.

Recently Cybertill customer F.Hinds partnered with the British Herat Foundation and released an exclusive range of 1,000 heart-shaped pieces to raise money for the charity, just in time for Valentine’s day. Jewellers have been linking up with charities for years through limited edition jewellery lines. In fact, another Cybertill customer, Alder Hey Children’s Charity, partnered with local and long standing Liverpool jeweller, Wong’s, with their Oli Elephant collection. We are seeing more and more big brand retailers also choosing to partner and support charitable causes; H&M and British Red Cross, M&S and Oxfam, and Matalan and Alder Hey Children’s Hospital, making it easier for their customers to donate to charity.

Jewellers aligning with a charity could incentivise customers to go into physical stores if they know that they can also give back to charity – which is a great way to increase footfall. Customers of F.Hinds knew that their gifts for loved ones would have an impact beyond their purchase and would help the British Heart Foundation support even more people living with heart and circulatory diseases.

As a business, Cybertill are passionate about retail, whether that be high street or charity and we’re just pleased we can now help both raise more donations for their chosen causes and increased footfall to store.

Cybertill helps jewellers give back with new easy-to-use fundraising feature

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The author Stacey Hailes

Editor, Professional Jeweller

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