ARDE LINE Privacy Policy

Your integrity is important to us. Our Personal Data Processing Policy describes, among other things, what data we collect, the purpose for which it is collected, how you can control your own data and how to contact us.

Personal data controller

ARDE LINE is the personal data controller. The personal data manager is responsible for the data processing according to current legislation.

ARDE LINE SIA
PVN Reģ. Nr. LV40103673722
Dārzciema iela 53
LV-1082, Rīga
LATVIJA

What personal data is collected about you as a customer and why?

This section describes the purposes for which we process personal data, what categories of personal data are processed, and the legal basis upon which the processing is carried out for you as a customer at ARDE LINE.

1. In order to handle orders/purchases

Personal data is processed in order to:

  • Deliver ordered/purchased products or services (including notification of delivery or contact regarding delivery).
  • Be able to carry out identification and age verification.
  • Manage payments (including analysing which payment solutions should be offered).
  • Address verification against external sources, such as SPAR.
  • Manage return, complaint and warranty issues.

The categories of personal data processed are:

  • Name
  • Contact information (e.g. address, email, phone number).
  • Payment information (e.g. transaction reference, transaction date. More card number).
  • Personal ID number
  • Customer number
  • Payment history
  • Order information, e.g. what product has been ordered or if it is to be delivered to another address.

Legal basis: Fulfilment of purchase agreement 

Storage period:

Until the membership ends.

2. To be able to market products and services

Personal data is processed in order to:

  • View relevant product recommendations, suggest shopping lists, remind about forgotten/abandoned digital shopping carts, or save shopping lists to simplify future purchases or similar measures.
  • Send direct marketing via email, text messages, social media and similar electronic channels for communication as well as mail, including promotions from partners to existing customers outside our loyalty program. For example, by executing campaigns or sending offers and invitations for events to: all customers, a particular customer segment or individual customers.

The categories of personal data processed are:

  • Name
  • Contact information (e.g. address, email, phone number).
  • Age
  • Place of residence
  • Information on how the customer uses the company's web sites and other digital channels.
  • Information about completed purchases.
  • User generated data (e.g., clicking and visiting history).

In order to understand what kind of marketing or direct marketing should be used, we analyse:

  • How web sites and other digital channels are used (for example, which web pages and sections of web pages have been visited and what searches have been made).
  • Purchase history
  • Age and place of residence.
  • Results from customer satisfaction or marketing studies.

Legal basis:

The processing is necessary to satisfy your and our interest in being able to market products and services.

Storage period:

As long as we think you benefit from our communication and you have not chosen to actively withdraw your consent. 

3. To be able to manage customer service cases

Personal data is processed in order to:

  • Communicate with the customer and respond to inquiries submitted to customer service through phone or digital channels (including social media).
  • Enable identification.
  • Investigate complaints and support cases (including technical support).

The categories of personal data processed are:

  • Name
  • Contact information (e.g. address, email, phone number).
  • Your correspondence
  • Information about purchase date, place of purchase, or product defects/complaints.
  • User information for My Pages, for example, when having login problems.
  • Technical details for your equipment required for support cases.
  • Personal ID number

Legal basis: Legitimate interest. The processing is necessary to satisfy your and our interest in being able to manage customer service cases.

Storage period:

Correspondence in customer service cases is saved for 36 months. 

4.    In order to fulfil legal obligations

Personal data is processed in order to:

  • To fulfil legal obligations, as required by laws, judgements or administrative decisions. Such requirements may refer to product liability and product safety requirements such as providing communication and information to the public and customers regarding product alarms and product recalls, for example in case of a defect or health hazard, or if it is required by the Accounting Act or the Money Laundering Act and is attributable to a single individual.

The categories of personal data that may be processed are:

  • Name
  • Contact information (e.g. address, email, phone number).
  • Your correspondence
  • Information about purchase date, place of purchase, defects/complaints for the product.
  • User information for My Pages.
  • Personal ID number
  • Payment information

Legal basis: Legal obligations.

Storage period:

Personal data is stored for as long as required to fulfill the respective legal obligations.

5.    To evaluate, develop and improve our services, products and systems for the customer community as a whole

Personal data is processed in order to:

  • Make services more user-friendly, such as changing the user interface to simplify the information flow or to highlight features commonly used in our digital channels.
  • Develop supporting documentation in order to improve product and logistical flows, e.g. by forecasting purchases, inventory and deliveries.
  • Develop supporting documentation in order to develop and improve our product range.
  • Develop supporting documentation in order to develop and improve our resource efficiency from an environmental and sustainability perspective, e.g. by streamlining purchasing and planning of deliveries.
  • Develop supporting documentation in order to plan new establishments of stores and warehouses.
  • Give you the opportunity to influence the range we provide.
  • Develop supporting documentation in order to improve our IT systems so as to increase the security of our visitors and customers in general.

The categories of personal data processed are:

  • Purchasing and user generated data (e.g. clicking and visiting history).
  • Age
  • Place of residence
  • Your correspondence and feedback with regard to our service and products.
  • Technical data relating to devices used and settings, such as language settings, IP address, browser settings, time zone, operating system, screen resolution and platform.
  • Information about how you interact with the company, i.e. in what way services were used, the login method, where and how long different pages were visited, response times, download errors, how services can be reached and when the service was left, etc.

For these purposes we perform general analyses in aggregated form, i.e. not at the individual level, regarding:

  • How our web sites and other digital channels are used (for example, what pages or parts of pages have been visited and what searches have been made).
  • Purchase history
  • Age
  • Geographic and/or demographic location.
  • Feedback regarding our services and products and results from customer satisfaction or marketing studies.
  • Data from customers' devices and technical settings.

Legal basis: Legitimate interest. The processing is necessary to meet our and your legitimate interest in evaluating, developing and improving our services, products and systems.

Storage period:

Until the membership ends.

6.    In order to prevent abuse of a service or to investigate and prevent crimes against the company

Personal data is processed in order to:

  • Investigate or prevent fraud or other offences by e.g. incident reporting in stores.
  • Prevent spam, phishing, harassment, unauthorized logins to user accounts or other prohibited actions.
  • Protect and improve our IT environment against attacks and intrusions.

The categories of personal data processed are:

  • Purchasing and user generated data (e.g. clicking and visiting history).
  • Personal ID number
  • Video recordings from surveillance cameras.
  • Data relating to devices used by the customer and settings, such as language settings, IP address, browser settings, time zone, operating system, screen resolution and platform.
  • Information about how our digital services are used.

Legal basis: Legal obligations if such exist or, alternately, legitimate interest (if no legal obligations exist) if the processing is necessary to satisfy our legitimate interest in preventing abuse of a service or investigating and preventing crimes against the company.

Storage period:

As long as it is necessary to prevent and / or report fraud and other offenses. Video recordings are saved in accordance with local laws or max 30 days.

7.     To be able to provide a personally adapted experience of our services

Personal data is processed in order to:

  • Provide personally adapted content, e.g. by showing relevant product recommendations, give suggestions for shopping lists, or other similar measures that aim to simplify things for you.
  • Simplify your use of the company services, e.g. by saving shopping lists or chosen methods of payment in order to facilitate future purchases or remind you of forgotten or abandoned digital shopping carts.
  • Carry out analyses of the information that we collect so as to be able to divide our members into different customer groups in order to provide different offers, benefits and discounts to different groups based on purchasing history, specified preferences, age, place of residence, market research. The analysis is carried out on an individual level in order to be able to provide personal offers, benefits and communication.

The categories of personal data processed are:

  • Name
  • Age
  • Place of residence
  • Purchase history.
  • User generated data (e.g., clicking and visiting history).
  • Stated customer choices with regard to products and services.
  • Technical information about the computer, mobile phone and other devices that the member uses and their settings, e.g. language settings.
  • Location information from the member's mobile devices, e.g. mobile phones or tablets.

In order to fulfil its commitments, the company carries out certain analyses pertaining to e.g.

  • How web sites and other digital channels are used (for example, which sites and sections of sites have been visited and what searches have been made).
  • Purchase history
  • Age
  • Place of residence
  • Stated preferences (e.g. regarding products and services, interests and behaviours).
  • Language and other settings in digital services.
  • Results from customer satisfaction or marketing studies.

Legal basis: Processing is necessary in order for us to meet our commitments.

Storage period:

Until the membership ends. You are entitled to terminate your membership at any time and your information will be deleted. 

Sharing and transferring personal data

Personal data may also be transferred for necessary processing to other companies that the ARDE LINE collaborates with, for example in case of marketing (print and distribution, media agencies, etc.), distribution and transportation, payment solutions and IT services. When your personal data are shared with ARDE LINE’ partners, the data shall be processed according to ARDE LINE’ instructions and for ARDE LINE’ account, and only for purposes compatible with the purposes for which ARDE LINE has collected the data.

In addition, ARDE LINE may be legally obliged to provide information to government authorities (e.g. the police and tax authorities). ARDE LINE may also provide personal data to companies that provide payment solutions (e.g. payment service providers and banks) and enterprises that provide general goods transportation (e.g., logistics companies and freight forwarders). In such cases, the partners shall process the data as independent personal data managers in accordance with their own privacy policies and management instructions.

Storing personal data

The processing complies with legal requirements, which means that personal details are not retained for longer than essential for the purpose of the processing. In practical terms, this means that information is removed when it is no longer relevant or necessary for analyses or direct marketing or the purposes for which it was collected. For marketing purposes, we do not use information about purchase transactions which is more than 3 years old. All handling of personal data will however be subject to a high level of security and secrecy.

Your rights and options

Right to access

We want to be open and transparent about how we process your information, and if you want to find out more about the personal data that are being processed, you have the right to request access to your data, which we will provide to you in the form of a so-called "registry" (purpose, categories of personal data, categories of recipients of personal data, storage periods or criteria for determining storage periods, information about where information was collected). If we receive a request for access, we may ask for additional information to ascertain what information you wish to access and that we disclose it to the right person.

Right to rectification

You always have the right to demand that your personal data are corrected if they are incorrect. Within the framework of the stated purpose, you also have the right to supplement any incomplete personal data.

Right to erasure

You have the right to demand that personal data that we are processing are deleted if:

  • The data are no longer necessary in relation to the purpose for which it was collected or processed.
  • You have withdrawn the consent on which the processing is based and there are no other legal grounds for the processing.
  • You object to a balancing of interests that we have done and there is no legitimate interest for ARDE LINE that outweighs your interest.
  • You object to processing for purposes of direct marketing.
  • The personal data are processed in an illegal fashion.
  • The personal data must be deleted in order to comply with a legal obligation that pertains to us
  • The personal data have been collected from a child (under 13 years) for which you have parental responsibility in connection with IT-services, e.g. social media.

There may be reasons for us not to grant your request for erasure if there are legal obligations that prevent us from doing so. This may be the case if the processing is necessary in order to exercise our right to freedom of expression and information, to fulfil a legal obligation to which we are subject or to determine, enforce or defend legal claims.

Right to restriction

You have the right to demand that our processing of your personal data is limited.

Right to object against certain kinds of processing

Legitimate interest: You have the right to object to processing that is based on a legitimate interest of ours if you have personal reasons that relate to the situation. We may however continue to process your information, despite your objection to the processing, if we have compelling legitimate reasons for the processing that outweigh your privacy interest.

Direct marketing (including analyses carried out for purposes of direct marketing):
You have the possibility to object against the processing of your personal data for direct marketing. The objection also encompasses the analyses of personal data (so-called profiling) which are carried out for purposes of direct marketing.  If you object to direct marketing, we will cease processing your personal data for that purpose as well as all types of direct marketing actions.

You naturally have the option to solely decline mailings and personal offers in certain channels. You may for example choose to only receive offers from us via email, but not text messaging. In that case you should not object to the processing of personal data, since it will then be difficult for us to determine which kind of marketing is relevant for you. If you choose to decline our processing of your personal data for purposes of direct marketing, you will not be able to partake of personal offers.

If you wish to decline receiving push messages in the ARDE LINE app you can do this in the general settings of your device.

Right to data portability

If our right to process your personal data is based on your consent or on the fulfilment of commitments in an agreement with you, you have the right to request to have the data that relate to you and which you have provided to us transferred to another personal data manager (e.g. data port).

 
Changes to the policy

This privacy policy may be updated to correct interferences or to comply with new legal or technical requirements. The latest updated version of the privacy policy may always be found in this page. In case of considerable changes (e.g. to the purposes for personal data processing or categories of personal data), you will receive information about this via email or at ardeline.com.

Last updated 12/12/2018