Dominic Jordan, retail operations director at Hobbycraft, said: "Supporting a charity is great for the team. Everybody from the CEO down gets involved. And customers frequently ask what the chosen charity is about and this drives engagement."

The desire for customers to engage is undoubtedly driven by the low-pressure mechanic of Pennies that appears at the point of sale (PoS) - either on the payment device in-store or at the online checkout - and asks customers if they would like to make a micro-donation. This could be in the region of 20-30p. This then appears on their total transaction.

Paul Seaman, head of business development at Pennies, said: "It's a lot easier to implement than retailers think. It just sits there and has no negative impact on conversion. It helps retailers engage with their customers."

Hobbycraft found implementing Pennies was "relatively easy" when it ran a trial in July 2016 at a single store. It was then quickly rolled-out to 85 outlets and such has been its adoption by customers that just under £100,000 has been raised in the last six months from half the stores.

For Jordan it represents an extension of the work Hobbycraft does for the company's long-standing chosen charity 'Together for Short Lives' that runs 53 children's hospices. It has quickly become a significant contributor to the annual amount the company raises for the charity.