Appreciate joins emergency support scheme

Emergency cost-of-living support for vulnerable people is being provided by Liverpool Love2shop voucher business Appreciate Group. Tony McDonough reports

20 Chapel Street
20 Chapel Street in Liverpool city centre is home to Appreciate Group


Liverpool-based saving, vouchers and corporate rewards business Appreciate Group is using its Love2shop platform to support vulnerable people through the cost-of-living crisis.

Love2shop is one of the most popular gift card platforms in the UK. Available electronically or in card form it is accepted by more than 150 major retailers. Now it is to be utilised to help people struggling with soaring costs.

Appreciate, based at 20 Chapel Street in Liverpool, is partnering with digital payment business PayPoint. It will see both parties expand their range to provide local authorities with a new way of servicing the most financially at-risk people within their communities.

This all-digital initiative sees local authorities equipping residents with emergency e-codes. These are selectively issued to people for spending in three essential categories within the Love2shop Essentials Range. They are food, clothing, and electricals. A fourth one allows users to draw upon two of the Essentials or more.

People will be able to redeem the e-codes at a select number of high street retailers. They include Asda, Sainsburys, Tesco, Primark, and Argos.

READ MORE: Profits rise as Appreciate sees digital growth

It means residents who need assistance with a purchase, such as a fridge freezer or clothing, will have a way of accessing funds. The Love2shop Essentials Range provides authorities with an efficient new alternative when it comes to supporting communities.

Frank Creighton, director of business development at Appreciate, said: “Local authorities can rely on Love2shop Essentials Range to deliver funds quickly, securely and safely. We provide a broad range of UK retailers through our Love2shop retailer partnerships

“This allows recipients of the funds to select their essential items from reliable brands, whether that’s food, clothing or electrical goods.


Appreciate Group is behind the popular Love2shop platform


“As it is a digital activation and redemption process from start to finish, it is more secure than the cash equivalent. It can be used online, in addition to in-store, with the majority of the selected retailers.”

Stock market-listed Appreciate, employs around 250 people at its Liverpool headquarters. Previously known as Park Group, the business closed its traditional Christmas hampers operation in 2020. It is now focused on Christmas savings and providing vouchers and pre-paid cards for retailers and corporate rewards.

Under this scheme local authorities order funds online on behalf of a resident. These are delivered as an e-code via SMS, email or in the post. Once provided to a resident via email or SMS, users go to the Love2shop website and activate or register their account. They then enter the supplied e-code.

After the code has been activated, users simply select ‘Exchange’ to view the list of available retailers. They can then add a selected retailer to their basket. The retailer’s e-gift card will then be emailed within 48 hours.

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