Reason behind round up feature at Woolworths’ self-service checkout

The retail giant has introduced a fundraising feature to its self-service check-outs, asking shoppers to round up the total of their shop.

Woolworths has introduced a round up feature to its self-service checkout process as part of a month-long fundraising initiative to help feed Aussies in need.

The supermarket has been prompting shoppers to round up the total of their spend and donate the difference to one of its charity partners.

As part of the campaign, called Feed Appeal, all money raised is distributed in grants to local charities in each of the country’s states and territories to increase their capacity to feed people.

By opting into the program, customers agree to their total spend being rounded up to the nearest dollar to be donated to the Feed Appeal.

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Woolworths has introduced a prompt asking shoppers to round up the total of their shop. Picture: De Guymer Kit/News Limited

The Feed Appeal campaign will be a feature on checkout screens until June 29.

A Woolworths spokesperson said the Feed Appeal was designed to help meet a 47 per cent increase in demand for food relief across Australia in the past year.

The retailer said the money raised through Feed Appeal, which also ran throughout July last year, helped charities buy essential equipment like fridges, freezers, ovens and vans.

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It's easy to share the dignity at @Woolworths self service check out!
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​Select the donate page and we are on the second page.

​Have you donated at the register before ? You can do it at the assisted checkout and online too!
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​#sharethedignity#woolworths#periodpovertypic.twitter.com/cB50SfE3hu

— Share the Dignity (@sharingdignity) June 7, 2021

Woolworths would also be donating pre-made cooked meals, prepared by Australia’s largest food charity FareShare, directly to local charities.

Through its June appeal, the supermarket hoped to raise enough money to support the creation of three million meals.

Money raised in last year’s appeal exceeded $1.5 million and enabled 52 cash donations of up to $50,000 to be made to food relief charities.

The supermarket is the primary fundraising driver of the Feed Appeal, which was co-founded by News Corp and FareShare, and has raised $7.5 million since it began in 2009.