Appleyard London is committed to complying with the General Data Protection Regulation (GDPR) and has published this guide to help you understand how and why Appleyard London collects information from you, where information is shared and what your rights are.
When you order or register with Appleyard London you will be asked to provide certain information about yourself. Appleyard London operates to a high level of commercial standards which are designed to protect your privacy, ensure payments are secure and that the highest standard of customer service is met.
1.0 WHO IS RESPONSIBLE FOR PROCESSING YOUR PERSONAL DATA?
1.0 Who is responsible for processing your personal data?
The Data Protection Officer of Ecomnova Ltd is responsible for how your personal data is collected, stored and processed.
Appleyard London is owned and operated by Ecomnova Ltd with registered company number: 08293632.
2.0 HOW IS YOUR INFORMATION COLLECTED?
2.0 How is your information collected?
We will collect and obtain information from you when you interact with us in the following ways:
- When you register with us through our website
- When you register with us through a Refer a Friend link
- When completing any surveys we send to you for feedback (an optional service)
- When you order from us and purchase our products
- When you receive a marketing or transactional email from appleyardflowers.com
- We may collect other types of data from third-party tools e.g. your browsing history on our website. For more information on third-party tools that we use see section 6.0.
3.0 WHAT INFORMATION DO WE COLLECT?
3.0 What information do we collect?
We will collect and obtain information from you when you interact with us (as shown in part 2.0). Below are examples of the types of information we collect:
- First name and surname
- Email address
- Contact phone number
- Delivery address
- Purchase information (including gift message left for recipient)
- Communication with us (including telephone calls, emails or livechat messages)
- Billing address
- Payment details - this information is encrypted and only managed by our payment processors as discussed in section 6.1.1
- Recipient contact number and email address (an optional service for the recipient to receive delivery updates)
- Automatically configured IP address*
- Information about your cookies†
*When you visit our website or receive communications from us, we may collect network information, including but not limited to IP address, browser, pages requested, and time stamps. We may use this to create marketing segments and target our communications to improve your user experience. See section 4.0 for further information.
†To see how we collect and use your cookies, please read through the Cookies policy.
4.0 WHY IS IT BEING COLLECTED?
4.0 Why is it being collected?
We collect your data for a number of reasons, for example, to provide a better service and better customer experience of our websites. We also collect your data if we have a legitimate interest in using it or if we have gained your consent to use it.
4.1 Legitimate interest
If we have a legitimate interest to use your data or contact you, we may do so to help us understand our customers better and provide a better service. We use your information because of a legitimate interest in the following ways:
- We may profile and monitor customer traffic patterns, for example, if you browse through our products and leave a product in your cart. We may contact you via email address or an outbound call to help you complete the order. This is done by obtaining your email address or telephone number and sending the appropriate marketing information to you.
- We can run a test version of our website to a percentage of customers, from this we can measure its impact and whether we should launch it to all customers. This is the way in which we measure and understand how our customers use our onsite tests.
- To help us detect fraudulent or suspicious activity on our website.
- We will use your data to contact you regarding a competition you have entered on appleyardflowers.com
- By providing your payment details, your order can be placed successfully. We then share this information with our payment providers as discussed in section 6.1.1.
- Our contact with you is also important to us. By providing your email address we are able to contact you with an order confirmation, dispatch notices and delivery updates.
4.2 We have your consent
- To show you advertising on Facebook, Instagram or via other third-party advertising that may appear on other websites you browse. For more information on this please see section 6.1.
- To contact you via telephone if we think a product or service may interest you, based on our profiling with your shopping habits and pages or products you have viewed.
5.0 HOW DO WE USE YOUR INFORMATION?
5.0 How do we use your information?
We use the information that we collect about you to process orders and manage your account. We may use your email address or telephone number to notify you about enhancements to our services, including special offers and changes to the website. We also look at the site usage to help develop our customer's web experience. This may be derived from your feedback from a customer survey (this is voluntary) or a third-party tool (discussed in further detail in section 6.1.2).
In order to contact you and by ordering from us, you provide consent for us to send you information about our products and services by telephone or email and you agree that by doing so, Appleyard London is not in breach of the Telecommunications (Data Protection and Privacy) Regulations 1999 or the Direct Marketing Association (DMA) Code of Practice.
We obtain your contact details due to a purchase or newsletter subscription made with appleyardflowers.com, of which we have consent to send you marketing emails. These emails will contain information to promote products, updates or general news. Within these emails we may add additional beacons to enable us to monitor if emails have been opened or interacted with, including information of the IP address and which device has been used. You are able to unsubscribe from future communications with us, for more information see section 7.6.
For more information on why we use your data, please refer back to section 4.0.
6.0 WHO WILL YOUR INFORMATION BE SHARED WITH?
6.0 Who will your information be shared with?
We use information about you for purposes other than the provision of a website shopping facility. As a result we may disclose your information to partner sites that provide services to our customers.
This means that by purchasing from us, you give consent to it being transferred to third-party processors outside of the EEA to enable us to provide you with customer service, improve our services and assist us with our security, credit-risk, or fraud-protection activities.
We may occasionally use third-party tools to profile you and process data. The ways in which we do this and the third-parties we use are listed below. Each third party tool will have their own policy about the personal data shared within their platforms.
6.1.1 Payment Processors
We may use your payment details to carry out fraud and security checks with other organisations. This involves detecting fraudulent activity so we can prevent it from happening. Once an order is placed with Appleyard London, if we or they suspect or identify fraud, we or they may record this and may also pass this information to other organisations to prevent and detect fraud now or in the future.
6.1.2 Product Fulfillers
In order for products to be delivered successfully, we send information to our fulfillers according to what is submitted upon completion of each order: customer name, recipient name, delivery address, contact number & gift message. Our fulfillers do not have access to payment information, email address or billing address.
6.1.3 User Experience Tools
We may use tools to look at selected customer journeys throughout our website. We use this information to make your customer experience better and make improvements accordingly. All payment information is encrypted if a session is being recorded whilst you place an order with us.
Occasionally we use other tools to process selected surveys on our website. This is used to gather feedback on what you really want as an Appleyard London customer. The tool that we use commits to securely storing data on behalf of Ecomnova Ltd. All data exceeding our subscription plan will be routinely and automatically deleted from their systems.
6.1.4 Customer Communication
We use data processors to distribute our marketing material. We send our marketing email communications through these data processors to promote offers, events and new products.
We also use these to distribute your dispatch emails. Your email will be collected once you place your order and will be used to send relevant delivery information to you or the recipient (depending which email address you left).
Review data processors send an email to customers asking them to leave a review on a product they have purchased, or to provide a review for Appleyard London as a company. This is sent with the email address provided when placing an order with us.
Additionally, we use other third party tools when contacting our customers for a customer service query. This may be through livechat, social media, SMS or a phone call. We may ask you for personal data and your order number in order to help us solve queries sooner. This may include: name, email address or postcode.
6.1.5 Advertising & Social Platforms
We may use your data to profile you as a customer and personalise adverts displayed on other selected websites or social media platforms. These cookies may also be used to anonymously measure the effectiveness of our PPC adverts (pay per click) and advertising through affiliates.
Based on your browsing history at appleyardflowers.com, we will tailor adverts according to products we think you would like. These adverts will be banners that appear on websites which we are affiliated with.
We use tools such as Google Analytics and Google AdWords to help us profile you depending on your browsing and shopping habits. We share this information by storing cookies when browsing our website. This is used to run adverts and track its success once tailored to you.
7.0 YOUR RIGHTS AS A CUSTOMER
7.0 Your rights as a customer
Below is a list of the rights you have in relation to the personal information we hold about you when you purchase from us:
7.1 The right of access
You may send us a Subject Access Request to access the personal data we currently hold about you. Please note, for data security reasons, we will not send any payment/bank details we hold related to your account. We may also require more information from you in order to validate your identity before we send any personal data. To contact us regarding the data we hold about you, please email [email protected]
7.2 The right to rectify information
If you believe that any of the personal data we hold about you is incorrect or needs to be updated, please speak to our Customer Service team who can change this for you. For more information on how to contact us, see section: 8.0.
7.3 The right to be forgotten
You have the right to request your data is erased through the pseudonymisation process. This includes any ways in which we have used information to profile you e.g. through web tracking.
The pseudonymisation process means processing personal data in such a manner that the personal data can no longer be attributed to a specific data subject without the use of additional information. This is provided that such additional information is kept separately and is subject to technical and organisational measures to ensure that the personal data is not attributed to an identified or identifiable natural person.
7.4 The right to be informed
7.5 The right to make a complaint
You have the right to lodge a complaint about how you believe your personal data is being collected, stored or processed. For more information on how to contact us, see section: 8.0.
7.6 The right to unsubscribe
If you decide you do not want to receive newsletters, offers or product updates, please request that we stop emailing this information to you.
We would be sad to see you go, but note that you can unsubscribe from our marketing communications at any time. To do so, click on the ‘unsubscribe’ link at the bottom of all of our emails. You may need to unsubscribe separately from third party emails such as Reviews.co.uk as well as our own emails.
Please note: you may continue to receive mailings which are already on their way to you for a short period of time while your request is being dealt with.
8.0 HOW TO CONTACT US
8.0 How to contact us and who to contact
The Data Protection Officer,
Floor 1, 101 Princess Street
If you wish to contact us to unsubscribe from email communications, please see section 7.6 on how to action.
COMPETITIONS & PRIZE DRAWS
Social Media Platforms
We use Facebook, Instagram and Twitter as mediums to promote competitions hosted with Appleyard London. If you enter a competition on a social media platform, we will not collect data outside of their social media privacy policies. However, we may need to contact you to let you know you have won and for further information. This will usually be done through the social media network itself.
Please note: Winners of the prize draw or competition are drawn fairly and chosen at random using an automated winner picker.
Policy last updated: 03/09/2019 View Previous Updates