Customers shopping on Waitrose.com will be able to participate in Waitrose Community Matters, as the supermarket extends its charitable giving scheme to the virtual checkout for the first time.
Developed initially to allow shoppers in Waitrose branches to support the local causes and charities closest to their hearts, the retailer is expanding Community Matters to reflect the diverse ways customers shop in 2011.
Every time Waitrose customers shop online, they will be able to select one of three national charities that they would most like to support. At the end of each quarter, a £25,000 donation will be split among the charities in proportion to the number of votes they each receive.
Tina Varns, Waitrose community investment manager, said: "We are delighted to be launching Community Matters online, giving all of our customers the opportunity to participate regardless of where or how they shop. As a business, we have always been committed to giving back to the community and this extension of our scheme will allow us to support and tell our customers about the excellent work of twelve national charities every year."
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