Privacy Policy

We are always striving to give our customers the best possible shopping experience. One way for us to achieve this is be creating a rich picture of who you are by combining all the data we have about you.

We then use this data to offer you promotions, offers, products and services that are most likely of interest to you. In the case of Elys Rewards members, we will also offer you personalised, relevant and appropriate promotions and incentives.

As an Elys Rewards member you consent for us to communicate with you in this way. The data privacy law also allows this interaction as part of our legitimate interest in understanding our customers better in order to provide and deliver the very highest levels of service.

If you wish to change how we use your data, you’ll find details in the ‘What are my rights?’ section below.

Please remember, that if you choose not to share your personal data with us, or refuse consent for certain communication methods we may not be able to provide some of the services and/or benefits you have asked for.

For example if you’ve asked us to let you know when a product comes back into stock we can’t inform you if you have withdrawn your consent to hear from us. Also if you are a member of Elys Rewards and refuse permission for us to contact you we will be unable to let you know about offers, promotions and events that are exclusively for Rewards members.

Here’s how we’ll use your personal data and why:

• To process any orders that you make in store. If we don’t collect your personal data during checkout, we won’t be able to process your order and comply with our legal obligations.
  For example, your details may be need to be passed to a third party to supply or deliver the product or service you ordered. We will keep your details for a reasonable period afterwards in order to fulfil any contractual obligations such as refunds or guarantees.
• To respond to your queries, refund requests and complaints. Handling the information you sent enables us to respond. We may also keep a record of these to inform any future communication with us and to demonstrate how we communicated with you throughout. We do this on the basis of our contractual obligations to you, our legal obligations and our legitimate interests in providing you with the best service and understanding how we can improve our service based on your experience.
• To protect our business and your account from fraud and other illegal activities. This includes using your personal data to maintain, update and safeguard your account. We’ll also monitor your browsing activity with us to quickly identify and resolve any problems and protect the integrity of our websites. We’ll do all of this as part of our legitimate interest.
• In order to identify possible fraudulent log-ins we continually monitor our website and automatically ban IP’s which attempt to log-in multiple times in succession.
• To protect our customers, premises, assets and staff from crime, we operate CCTV systems in our store/car park which record images for security. We do this on the basis of our legitimate business interests.
• To process payments and to prevent fraudulent transactions. We do this on the basis of our legitimate business interests. This also helps to protect our customers from fraud.
• If we discover any criminal activity or alleged criminal activity through our use of CCTV, fraud monitoring and suspicious transaction monitoring, we will process this data for the purposes of preventing or detecting unlawful acts. Our aim is to protect the individuals we interact with from criminal activities.
• With your consent, we will use your personal data, preferences and details of your transactions to keep you informed by email, web, text, telephone about relevant products and services including tailored special offers, discounts, promotions, events, competitions and so on.

Of course, you are free to opt out of hearing from us by any of these channels at any time.

• To send you relevant, personalised communications by post in relation to updates, offers, services and products. We’ll do this on the basis of our legitimate business interest and/or your consent if you are a member of our Rewards scheme.

You are free to opt out of hearing from us by post at any time.

• To send you communications required by law or which are necessary to inform you about our changes to the services we provide you. For example, updates to this Privacy Policy, product recall notices and legally required information relating to your orders. These service messages will not include any promotional content and do not require prior consent when sent by email or text message. If we do not use your personal data for these purposes, we would be unable to comply with our legal obligations.
• To administer any of our prize draws or competitions which you enter, based on your consent given at the time of entering.
• To develop, test and improve the systems, services and products we provide to you. We’ll do this on the basis of our legitimate business interests. For example, to comply with our contractual or legal obligations to share data with law enforcement. Or when a court order is submitted to share data with law enforcement agencies or a court of law.
• To send you survey and feedback requests to help improve our services. These messages will not include any promotional content and do not require prior consent when sent by email or text message. We have a legitimate interest to do so as this helps make our products or services more relevant to you.

Of course, you are free to opt out of receiving these requests from us at any time by updating your preferences in your online account.

• To build as complete a picture as possible of who you are and what you like and to inform our business decisions, we will combine data captured from across the business, third parties and on occasion publicly available lists as we have described in the section ‘What Sort of Personal Data do we collect?’ We’ll do this on the basis of our legitimate business interest. Combining data enables us to deliver you a personalised experience and decide what products and/or services we should share with you. We also use data from customer purchase histories to identify trends. This may then inform the products we stock.
• For Elys Reward Members we use this data in order to decide which information to show and share with you and provide you with tailored offers with the help a third party system which applies computer algorithms. We do so on the basis of your consent when you become a Rewards member. If you don’t want to continue receiving Rewards offers, you’ll potentially unable to enjoy the benefits of the Rewards scheme delivers.
• To process your booking/appointment requests (for example with a personal stylist). Sometimes, we’ll need to share your details with a third-party who is providing a service (such as delivery couriers or a fitter/ estimator visiting your home). We do so to maintain our appointment with you. Without sharing your personal data, we’d be unable to fulfil your request.
• Combining your data for personalised direct marketing

We want to provide you with offers and promotions that are most relevant to you. To help us form a better understanding of you as a customer, we combine your personal data gathered as described above, for example your purchase history. For this purpose we also may combine your data with that obtained from third parties to whom you have given consent to pass that data onto us for example Mosaic or Acorn consumer classification.

How we protect your personal data