Case Study: Etam boosts Breast Cancer Awareness donations at checkout with Adyen

14% of Etam customers donate in store during Breast Cancer Awareness month

Etam, the French lingerie retailer, wanted to support Breast Cancer Awareness month by enabling donations at checkout without disrupting the customer experience. Working with Adyen and its Giving donation product, Etam tested post-payment donations across France during October Rose 2023, initially unsure whether customers would accept a second step after paying.

Adyen implemented a simple checkout donation flow, supported by signage and POS messaging, while handling fund transfers directly to the nonprofit. The results were strong: 14% of customers donated, about double the typical retail benchmark of 5–7%, and Etam reported the setup was easy to deploy and manage, with a sustainable path for future campaigns.

Etam

Céline Wargnier

Retail Marketing Director