Virgin Media O2 is partnering with Kindred to launch a sustainable shopping service via the My O2 app.

The company said the new retail shopping feature called ‘Feel Good Shopping’ will help customers save money and support eco projects while shopping online.

As part of the tie up with Kindred, users of the My O2 app will have access to discounts and deals at over 70 per cent of the top UK online retailers and more than 20,000 retailers in total.

The new feature, which works like a mobile browser extension, also means that shoppers can make donations to reforestation and carbon offsetting every time they shop on their mobiles while receiving discounts.

O2 customers can view their ‘wallet’ in the My O2 app to see how much they have donated, how many trees they have planted, and how much carbon they have offset using technology provided by Kindred and its partners.

The Feel Good Shopping feature also adds ‘Earthmark’ scores for participating retailers highlighting their sustainability performance.

Simon Valcarcel, marketing director at Virgin Media O2 said: “The Feel Good Shopping feature is a win-win for O2 customers; they can save money at thousands of retailers, whilst also supporting projects that protect the planet, and support communities across the country.

"It’s all part of our Better Connections Plan which aims to create a better, more connected and greener future for everyone.”

O2 customers can access Feel Good Shopping via the My O2 app, currently available on iOS, with Android scheduled for later in the Summer.

Mike Gadd, Kindred’s chief operating office, said: “Our partnership with Virgin Media O2 is a significant milestone for Kindred as it literally brings our mission to life, demonstrating how technology can help encourage conscious consumption, while raising cash to invest in green projects that will directly mitigate the impact of climate change.”

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