Purpose for processing 

Type of personal data 

To be able to process your purchase order and handle payment transactions. 

To be able to manage your deliveries, claims, warranty matters, returns and refunds in a secure and effective manner and to be able to notify you of the details and the status of such matters.  

To be able to deliver and follow-up requested services including discount codes, on the website or app, identify and contact you when needed. 

• Contact information (e.g., name, phone number, email address, delivery address) 
• Customer number (when applicable) and transactional data 
• Payment data 

Lawful basis: When making products and services available to you we will process your personal data necessary for fulfilment of a contract with you and to fulfil any obligations derived from that contract, whether the contract refers to a purchase order and payment, or the use of other services provided by us or by third parties. When you need to make a return or claim a consumer right, we will process your personal data to fulfil obligations derived from concluding a contract with us, whether the contract refers to a purchase transaction, or the use of other services provided by us or by third parties.  

For any other purpose referred to herein, the process of your personal data is based on our legitimate interest as a business. 

Retention time: We will keep and process your personal data no longer than necessary for us to perform our contractual and consumer obligations. 

Purpose 

Type of personal data 

To be able to generate and distribute marketing materials, such as newsletters, including style and shopping recommendations through multiple communication channels where applicable. 

To be able to provide you with a personalized online experience. 

• Contact information (e.g., name, phone number, email address) 
• Customer Number (if applicable) 
• user-generated data (e.g. product/style preference, purchase, click and browsing history). 

Further info. Marketing and promotions will be sent and displayed to you according to your preferences through email, text messages and postal mail as well as displayed in your social media channels or web browser.  

We also provide you with a personalized online experience by giving you personalized marketing based on your interactions with us and analytics of your customer behaviour on our websites, such as your purchase and browsing history. 

Advertising partners. To be more efficient in our marketing we collaborate with different social media, search engine and advertising network providers ("Advertising Partners"). 

We collaborate with advertising partners such as Facebook, Instagram, Snapchat, Pinterest, TikTok and YouTube for advertising on social networks and with Google for online advertising networks such as Google Ads and Google Marketing Platform. 

We also collaborate with Rakuten for affiliate (influencer) marketing and to drive traffic to our web sites. 

How this works: Advertising partners use data provided by us and collected from cookies and other tracking technologies to predict your preferences and interests and take this into account when creating your personalized ad. This is standard industry practice commonly known as "retargeting". Retargeting allows us to run relevant advertising campaigns to you and to measure the efficiency and reach of the advertising materials. It also helps us to measure the advertising partners’ performance and efficiency of campaigns.  

Advertising partners use cookies and similar technologies to trace your usage of our websites and services by accessing data stored on your device or in apps. 

Our Advertising Partners enable us to identify and engage with the right target audience, to create and distribute personalized marketing content across platforms and services. To be able to choose the content that fits your interests, we can use information obtained from you as a member, account holder, newsletter subscriber or if you have made a purchase with us. We may share this information and a customer identifier, e.g. an encrypted email address or device id, with our Advertising partners. The purpose is to show relevant ads to you on third party websites and apps. In order to do this, your data is matched with the database of the Advertising partner. If a match is found, you will receive relevant promotional content in your feed or search engine. If no match is found your data is securely destroyed.  Your personal data is handled in a secure manner using a technique called hashing.  This ensures your data is scrambled in a manner that makes it unreadable to anyone other than the recipient for the explicit given purpose. 

Each Advertising Partner is responsible for their part of the processing as controllers, including (if any) transfers of personal data to non-EEA countries. 

Lawful basis: We will obtain your consent when you sign up for personalized newsletters. 

We will also ask for your consent regarding marketing that is based on cookie data or other tracking technologies. When sharing your personal data with Advertising Partners for the purpose of optimizing ad targeting, we process your personal data based on our legitimate interest as a business. If you're an account holder or a subscriber you may hear from us in other channels, such as social media. For this processing we rely on our legitimate interest as business to promote our marketing to you. 

Retention time: We will process your data no longer than necessary to provide you with marketing and promotions. We will cease processing your data for marketing purposes once you have closed your customer account and/or actively rejecting further marketing communication from us. 

Purpose 

Type of personal data 

To be able to create and administrate your account, such as identify and certify you as the user of the account. 

To be able to make your purchase information and history available to you and to bring you a seamless account experience and granted services. 

To be able to locate and authenticate your account. 

• Contact information such as name, e-mail address and telephone number 
• Purchase history 
• User-generated data (e.g. purchase, click and browsing history). 

If you have signed-up to receive marketing and promotions, we will use your account data to make the marketing you receive from us more relevant to you. 

Lawful basis: The processing of your personal data for your account is based on your consent when you create your account. The processing of your personal data to provide you with granted services and features to improve your account experience such as product recommendations is based on our legitimate interest as a business.  

Retention time: We will use your personal data no longer than necessary for making the account available to you. Personal data solely collected and used for the purpose of providing you with an account will be erased upon termination. 

Purpose 

Type of personal data 

To be able to manage your questions, handle complaints and warranty matters and to provide technical support as well as to improve customer experience. 

To be able to contact you, if needed, through email, telephone, Social Media or any other means in response to your enquiries regarding order, delivery or return questions or to request your participation in a customer survey. 

• Contact information such as name, e-mail address and telephone number 
• Customer number and internal interaction log 
• User generated content, such as emails and chat transcript 

To resolve your case, we may also need to access and use transaction data such as order, payment, and delivery information. 

Lawful basis: The processing of your personal data to provide you with the best possible Customer Service is based on our legitimate interest as a business.  

Retention time: We will keep your data for as long as we need to be able to support you regarding your case and, to be able to handle potential legal claims from you as a customer. We may continue to keep and use your data if we have outstanding obligations to you or by any other reasons are prevented from erasure. 

Purpose 

Type of personal data 

To be able to administrate and follow up on competitions and events, such as confirming participation, contact winners, deliver, and follow up on prize deliveries, reach out to you with relevant information about the competition and/or event and grant you access to the venue where the event is held. 

To be able to market our events improve our services, marketing, customer relationships and experiences and to plan better future events and attendee experience. 

• Contact information such as name, address, e-mail address and telephone number 
• information submitted in the contest 
• Photo/video 

We sometimes film and photograph at our events, and the content will be used to market our services and to promote future events on our website, social media channels and in marketing materials. We will also use the content for internal use. You will be notified if we intend to photograph/film at an event. There will always be photo free zones for your convenience. 

Lawful basis: The processing of your personal data in order to make a competition or an event available to you is based on our legitimate interest as a business. 

Retention time: We will keep your personal data for as long as necessary for us to fulfil the purposes mentioned above and to fulfil any legal obligations connected.  

Purpose 

Type of personal data 

To be able to evaluate, develop and improve our products, services, customer experience and supply chain. This includes analysis to make our services more user-friendly, such as modifying the user interface to simplify the flow of information or to highlight features that are commonly used by our customers.  

To be able to reach out to you to collect feedback or conduct surveys. In such case, any personal data used and obtained from you will only be processed for the specific purpose described therein. 

To be able to perform analytics and segmentation to provide you with improved shopping experience. 

To be able to share personal data with our Advertising Partners for the purpose of optimizing ad targeting.  

• Delivery address  
• Purchase history  
• Customer number 
• Order number  
• User-generated data (eg purchase, click and browsing history).  

Any data used for the purpose of development and improvement have been collected for different objectives. We may for example use online transaction data for the purpose of developing our online order system. All analysis is carried out on an aggregated data level.  

Lawful basis: The processing of your personal data for the purpose to develop and improve our services and products, is based on our legitimate interest as a business. 

Retention time: We will process your personal data no more than necessary for us to fulfil the purpose. Thereafter the data will be immediately erased for this type of use. 

Purpose 

Type of personal data 

To comply with certain legal obligations. In order to comply with local law, we are obliged to process certain personal data. Such obligations may vary from country to country stipulated in for example tax, accounting, book-keeping, sanctions, and consumer legislations. 

What type of personal data we process are stipulated by the applicable law.  

Lawful basis: The processing of your personal data is necessary for All In Equestrian to fulfil its legal obligations of the country of operation. 

Retention time: The data retention time will vary depending on the purpose, context and specific local legal requirements. 

Purpose 

Type of personal data 

To be able to protect our customers, users, visitors, assets and business against fraud, theft, misuse and other malicious activities. 

• order history 
• payment data 
• shopping behaviour  
• IP address 

Lawful basis: Unless there is a specific legal obligation, the processing of your personal data for security and safety purposes is based on our legitimate interest. 

Retention time: We will keep your personal data no more than necessary for each purpose.  

Purpose 

Type of personal data 

To be able to provide you with a service for customer engaged marketing. 

To be able to share your photos and/or videos on our official websites, social media pages and in other promotional channels.  

• Photo 
• Video 
• Username 

Lawful basis: The processing of your personal data is based on the contract of the service that you have agreed to.  

Retention time: We will keep your username and generated content for 24 months from the date of posting. If you want to remove the content, please go to the photo/video were its published by H&M Group and press "report photo" or contact the customer service of the relevant brand. Please note, by hash-tagging your picture or video clip you voluntarily share the content and other personal data with Instagram or other social media platforms. This relationship is outside of H&M's control and a matter between you and the social media service provider.