This Privacy Policy explains how Anne London collects, uses, stores and shares personal data when you visit anne-london.uk, make a purchase, contact us or use other related services. Anne London is the trading name under which the trader operates the anne-london.uk online store, and acts as the controller of your personal data where it determines the purposes and means of processing. For privacy matters, you can contact us at info@anne-london.uk.

Personal data we may collect

Depending on how you use our store, we may process the following categories of personal data:

• full name
• delivery and billing address
• email address
• phone number, where you provide it
• order details and products purchased
• payment details and transaction status
• communications with customer service
• IP address
• device, browser and operating system information
• information about how you use the website
• products you viewed and interactions with the store
• identifiers from cookies and similar technologies
• marketing preferences
• information about email and SMS communications, where applicable

Full payment card details are normally processed by payment service providers in line with their security obligations and contractual commitments.

Why we use your data

We may process personal data for the following purposes:

• receiving, confirming and fulfilling orders
• processing payments
• arranging delivery
• providing customer service
• handling refunds and complaints
• communicating with you about your orders
• preventing fraud, misuse and security incidents
• complying with legal, tax and accounting obligations
• maintaining and improving the website
• measuring the use and performance of the store
• carrying out analytics
• sending marketing emails where there is an appropriate legal basis
• sending marketing SMS messages where there is an appropriate legal basis
• personalising advertising and remarketing where permitted
• protecting our legitimate business interests, our users and our information systems

Legal bases for processing

We only process personal data where we have an appropriate legal basis under the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018. Depending on the circumstances, the legal basis may be:

Performance of a contract

Processing is necessary to handle your order, complete payment, arrange delivery, provide information about your order or take steps at your request before entering into a contract.

Legal obligation

Some data must be processed or retained to comply with tax, accounting, consumer or other legal obligations.

Legitimate interests

Where permitted, we may process data to protect the store, prevent fraud, keep our systems secure, manage the business or improve our services, provided these interests are not overridden by your rights and freedoms.

Consent

Where consent is required, we process personal data on the basis of the consent you freely give. This may apply to certain marketing communications, SMS marketing and non-essential cookies or similar technologies. You can withdraw your consent at any time; this does not affect the lawfulness of processing carried out before you withdrew it.

Processing and delivering orders

To fulfil your order, we may share the necessary data with payment service providers, suppliers, logistics partners, carriers and other providers involved in processing and delivering the order. Products sold through Anne London may be shipped directly from China by our external suppliers. For this reason, data needed to carry out delivery, such as the recipient's name, delivery address, contact details and product details, may be made available to suppliers and logistics providers outside the United Kingdom where this is necessary to fulfil the order.

Service providers

We may use external service providers that help us run the online store, including services for:

• hosting and e-commerce
• payment processing
• order fulfilment
• delivery and logistics
• data analytics
• customer service
• email marketing
• SMS marketing
• advertising
• fraud prevention
• technical infrastructure

These providers may only process personal data to the extent necessary to provide their services and in line with applicable data protection rules.

International data transfers

Some of our service providers, suppliers or technology partners may be located, or process data, outside the United Kingdom. Where personal data is transferred to a country not covered by UK adequacy regulations, we use appropriate legal safeguards where required by law, such as the International Data Transfer Agreement, the UK Addendum to the EU Standard Contractual Clauses or other lawful mechanisms.

How long we keep your data

We keep personal data for as long as reasonably necessary for the purposes for which it was collected. When deciding how long to keep it, we take into account:

• the length of the customer relationship
• order and customer service needs
• statutory tax and accounting retention periods
• possible complaints and legal claims
• fraud prevention and security obligations
• the need to demonstrate that contractual and legal obligations have been met

Data that is no longer needed is deleted or anonymised where applicable and technically possible.

Email marketing

If you have given your consent, or there is another appropriate legal basis under the Privacy and Electronic Communications Regulations (PECR), we may send you marketing emails. You can unsubscribe at any time using the link in the email or by contacting us at info@anne-london.uk. We may use Klaviyo to manage some of our email marketing activities.

SMS marketing

If you have given the required consent, or there is another legal basis permitted by law, we may use your phone number to send you marketing SMS messages. We may use YSMS for some SMS marketing activities. You can withdraw your consent to SMS marketing by following the instructions in the message or by contacting Anne London. Withdrawing marketing consent does not affect essential communications about an existing order.

Cookies and similar technologies

anne-london.uk may use cookies, pixels, tags and other similar technologies. Some are necessary for the store to work, while others may be used for analytics, advertising, personalisation or marketing. Non-essential technologies that require consent under PECR are only activated in line with the applicable consent rules.

Google Analytics 4

Google Analytics 4 may be used to understand how visitors use the website. Depending on the settings, it may process information such as device and browser details, approximate information derived from your network connection, pages visited, events on the website, visit duration and identifiers linked to cookies or similar technologies. The purpose is to analyse website use and improve how the site works and performs. Where consent is required for this tracking, it is only activated after you have given appropriate consent.

Meta Pixel

The Meta Pixel may be used to measure the effectiveness of advertising, understand how users interact with the website, build advertising audiences and for remarketing. Depending on the settings, it may process information about page visits, actions on the website, your device, browser, network connection and identifiers from cookies or similar technologies. Where consent is required for the Meta Pixel, these technologies are activated in line with the rules requiring prior consent.

Klaviyo

Klaviyo may be used to manage email marketing, automate communications and analyse interactions with marketing messages. Depending on the configuration, it may process information such as your email address, purchase data, marketing preferences and details of your interactions with messages or the website. Klaviyo technologies that are not essential for the website to work are only used in line with the applicable consent rules.

YSMS

YSMS may be used for SMS marketing and managing mobile communications. It may process your phone number, subscription status, message delivery details and other data needed to manage SMS communications. SMS marketing is only carried out where there is an appropriate legal basis, including consent where required.

Managing cookie consent

You can accept or reject non-essential cookies and similar technologies using the consent tool on the website. Where applicable, you can later change your choices or withdraw your consent through the available consent settings. Withdrawing consent does not affect the lawfulness of any processing based on consent before it was withdrawn.

Your rights

Under the UK GDPR and other applicable laws, depending on the circumstances, you may have the right to:

• request access to your personal data
• request correction of inaccurate or incomplete data
• request deletion of your personal data
• request restriction of processing
• request data portability
• object to certain types of processing
• withdraw your consent where processing is based on consent
• complain to the Information Commissioner's Office (ICO)

These rights are subject to the conditions and exceptions set out in the law. To exercise your rights, please contact us at info@anne-london.uk.

Complaints to the regulator

If you believe your personal data is being processed in breach of the law, you have the right to complain to the UK's data protection regulator, the Information Commissioner's Office (ICO), at ico.org.uk.

Security

We use reasonable organisational and technical measures to protect personal data. However, no system of electronic transmission or data storage can guarantee absolute security.

Children

Our store is not intended for people who do not have the legal capacity to enter into the relevant contract on their own. We do not knowingly collect children's personal data for direct marketing purposes without an appropriate legal basis.

Changes to this Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in how the store operates, the technologies we use or applicable legal requirements. The current version is published at anne-london.uk.

Contact

Anne London
Website: anne-london.uk
Email: info@anne-london.uk
Market: United Kingdom