1. GENERAL
Alex and Alexa protects your personal privacy and takes measures to ensure that your personal data is protected when using our services. Below is our policy regarding integrity ("Integrity Policy") that determines how Babyshop Sthlm Holding AB, BOX 29098, 100 52 Stockholm, Sweden, mydata@alexandalexa.com ("Alex and Alexa/we") is using, processing and protects your personal data. The Integrity Policy is applicable when Alex and Alexa is providing services and products related to purchase, service matters and other contact with Alex and Alexa.
Parts of the Integrity Policy also applies to the processing of personal data for persons who consents to customized marketing services ("Subscriber").
2. WHO IS RESPONSIBLE FOR YOUR PERSONAL DATA?
Alex and Alexa is the data controller and has the following contact information:
Via mail:
Babyshop Sthlm Holding AB
BOX 29098
100 52 Stockholm
Sweden
Phone: +46 (10) 7502423
Email: mydata@alexandalexa.com
Alex and Alexa intends to process all personal data in a legal, open and fair manner in accordance with applicable law (including the European Union General Data Protection Regulation 2016/679 of 27 April 2016).
3. WHEN DO WE PROCESS YOUR PERSONAL DATA?
As a customer at Alex and Alexa, we process your personal data when you make a purchase on Alex and Alexa’s website, use Alex and Alexa’s support, visit Alex and Alexa’s website or otherwise contact Alex and Alexa. The purposes of Alex and Alexa’s processing of personal data are specified in section 5.
As a Subscriber at Alex and Alexa we process personal data about you. All personal data is specified in section 4.
Alex and Alexa also collects and updates address information through third party services, such as Klarna, for address updates.
4. WHAT PERSONAL DATA DO WE COLLECT AND PROCESS?
| Purpose | Obligations in connection to order/purchase |
| Legal basis |
Performance of contract Processing of personal data is required for Alex and Alexa’s fulfilment of obligations in connection with order/purchase. The absence of personal data means that Alex and Alexa cannot fulfil its obligations and may be forced to refuse the purchase. |
| Types of personal data |
Name Social security number or national ID Address Phone number Payment history Payment details Credit data Information regarding purchase |
| Type of processing |
Delivery (including contact in connection to the delivery) Identification Handling of payments (including any obtaining of credit data and analysis of payment solutions) Handling of complaints and warranty matters. |
| Automated decision-making | No |
| Storage period | Performance of purchase agreement (including delivery and payment) and 36 months thereafter for the purpose of handling any complaints and warranty matters |
| Purpose | Fulfil Alex and Alexa's legal obligations |
| Legal basis |
Statutory requirement Processing of personal data is required by law. The absence of personal data means that Alex and Alexa cannot fulfil its obligations and may be forced to refuse the purchase. |
| Types of personal data |
Name Social security number or national ID Address Phone number Payment history Payment details Credit data Information regarding any defects/complaints |
| Type of processing | Handling necessary to fulfil Alex and Alexa's legal obligations by law, judgment or public authority decision (such as the Accounting Act and Product Liability Rules and Product Safety) |
| Automated decision-making | No |
| Storage period | In accordance with the statutory requirement |
| Purpose | Segmented marketing of Alex and Alexa’s goods via email, phone or SMS / MMS |
| Legal basis |
Legitimate interest The processing is necessary to satisfy Alex and Alexa's legitimate interest in certain marketing. |
| Types of personal data |
Name Age Sex Address Phone number Payment history Payment details Purchase history Purchase and user generated data |
| Type of processing |
Sending newsletters with information and offers Simplify the use of Alex and Alexa services (e.g. by saving favourites and thus facilitating future purchases or reminding you of items forgotten in the digital shopping cart) Personal communication based on your behaviour through Alex and Alexa media |
| Automated decision-making | No |
| Storage period | Performance of purchase agreement (including delivery and payment) and 36 months thereafter for the purpose of giving more offers from Alex and Alexa. |
| Purpose | Customised offers as well as targeted communication via mail, email, phone or SMS / MMS |
| Legal basis |
Consent Processing takes place after obtaining consent for certain customised marketing. |
| Types of personal data |
Name Age Sex Address Phone number Payment history Payment details Purchase history Purchase and user generated data Specified customer choices regarding communication channels. |
| Type of processing |
Personalised marketing (e.g. relevant product recommendations, presentation of specific benefits and offers, and other similar actions) Analysis of your personal data is done at the individual level. The analysis is the basis for Alex and Alexa's communication with you and the offers, benefits and information sent to you |
| Automated decision-making | Yes |
| Storage period | Until the consent is revoked |
| Purpose | Manage customer service issues |
| Legal basis |
Legitimate interest The processing is necessary to meet your and Alex and Alexa's legitimate interest in customer service. |
| Types of personal data |
Name Address Phone number Payment history Payment details Purchase history Correspondence Any defects / complaints |
| Type of processing |
Communication and response of any questions to our customer service Identification and investigation of possible complaints and support cases |
| Automated decision-making | No |
| Storage period | Until the matter is closed |
| Purpose | Implementation and handling of competitions and / or events |
| Legal basis |
Consent Processing takes place after obtaining consent for processing personal data for handling competitions and / or events. |
| Types of personal data |
Name Social security number or national ID Address Phone Information regarding competition entries Information regarding event evaluations |
| Type of processing |
Contact before and after competitions or events where you participated (e.g. notifications, questions or evaluations) Identification Selection of winners Provision of possible winnings |
| Automated decision-making | No |
| Storage period | Meanwhile the competition / event and stages in connection thereto are in progress |
| Purpose | Evaluation, development and improvement of Alex and Alexa’s services, products and systems |
| Legal basis |
Legitimate interest The processing is necessary to satisfy your and Alex and Alexa's legitimate interest in the evaluation, development and improvement of Alex and Alexa’s services, products and systems. |
| Types of personal data |
Age Sex City Correspondence / feedback about Alex and Alexa’s products Purchase and user generated data Technical data (e.g. language setting, IP address, browser settings, operating system, screen resolution and platform) Information about your integration with Alex and Alexa |
| Type of processing |
Adaptation of services Development of information for improving commodity and logistics flows (e.g. forecasting of purchases, inventories and deliveries) Development of information regarding development and improvement of Alex and Alexa's product range Development of information for the development and improvement of Alex and Alexa’s resource efficiency Development of information for planning of establishments Offer the opportunity to influence product range Development of information for the improvement and development of IT systems Personal data analyses are made through segmentation of customers and made on an aggregated level using unidentified or pseudonymised data |
| Automated decision-making | No |
| Storage period | 36 months from collection |
| Purpose | Prevent, avoid and investigate crimes against Alex and Alexa as well as prevent abuse of Alex and Alexa services |
| Legal basis |
Statutory requirements and legitimate interest 1) The processing of personal data subject to statutory requirements. 2) The processing is necessary to satisfy your and Alex and Alexa's legitimate interest in preventing, avoiding and investigating crimes as well as preventing abuse of Alex and Alexa services. |
| Types of personal data |
Social security number or national ID Video recordings from camera surveillance Purchase and user generated data Technical data (e.g. language setting, IP address, browser settings, operating system, screen resolution and platform) Information about your integration with Alex and Alexa |
| Type of processing |
Prevent and investigate possible fraud / legal offense Prevent harassment, junk email, phishing, or other actions prohibited by law or Alex and Alexa’s terms Protection and improvement of IT environment |
| Automated decision-making | No |
| Storage period | 36 months from collection |
| Purpose | Administration of customer profile |
| Legal basis |
Legitimate interest The processing is necessary to satisfy your and Alex and Alexa's legitimate interest in managing your customer profile and facilitating you to use your rights to modify, delete, limit your stored personal data and data portability. |
| Types of personal data |
Name Social security number or national ID Address Phone Payment history Payment details Purchase history Purchase information Username and password Settings regarding your profile and your personal choices |
| Type of processing |
Enable login Ensure identity Allow you to change, delete and restrict the storage of personal data Ensure correct and updated personal data Offer access to purchase and payment history Managing your customer choices |
| Automated decision-making | No |
| Storage period | 36 months from collection |
When Alex and Alexa processes personal data based on a balance of interest, we have assessed that our interest in processing personal data outweighs the privacy violation that the processing may imply, partly because the processing is limited and that the data subject can contact Alex and Alexa and at any time have its data deleted. Alex and Alexa never processes sensitive personal data based on a balance of interest and does not perform automated decision making without your consent.
When Alex and Alexa processes personal information with the consent of you, your consent must be voluntary, specific, informed and imply unambiguous consent to be considered as legal basis. If you have given your consent to Alex and Alexa, you are entitled to withdraw it at any time.
5. PROFILING
For Subscribers, Alex and Alexa may process personal data through profiling. Such profiling is done with your consent. You can revoke your consent at any time.
Profiling means that we analyse information about how you use our website, what products, services and offers you have shown interest in, information about your purchases, which of our newsletters you have interacted with, if you have signed up for any of our events and information about your account. We do this to provide you with offers we think is suitable for you and to invite you to events we think you are interested in.
You are entitled to object to such profiling at any time. Any objection may be emailed to mydata@alexandalexa.com. Upon receiving your notification, Alex and Alexa will stop processing your personal data for this purpose.
6. ACCESS TO STORED PERSONAL DATA
Alex and Alexa may disclose personal data to other companies that are part of the same group as Alex and Alexa, as well as to partners to fulfil our commitments and the purposes mentioned above. Our partners are: Panagora, Daniel Jernström, QlickView, Element Logic, PerfectIT, Unifaun, Posti, PostNord, Budbee, UPS, Shipwallet, Hörby Bruk, Captech, Leggodt, Pragma, NSH Nordic, Zendesk, Xcally, Relation Desk, Netigate, PayPal, Nets/DIBS, Trustly, Klarna, Customer Value, Rule, Preglife, Google, Forward3D, Lifeler, Nosto, TradeDoubler, Criteo, Facebook, Hojtar, Sitegainer, Disqus, Yandex, vk.com, Sogou, Baidu, Microsoft, Naver, Affiliate Window, CrazyEgg, Datafeedwatch, Wordpress, Relex, Redeal och Veinteractive.
Data forwarded to third parties is only used to provide the abovementioned services to you, such as freight forwarders in the field of delivery of goods, media agencies for distribution of marketing and credit reporting or debt collection agencies for credit reporting, identity checks and debt collection.
We never transfer your personal data for marketing purposes conducted by third parties outside the Alex and Alexa Group and our partners. We will neither sell your personal data to third parties without your permission. Alex and Alexa may disclose your personal data if it is necessary to comply with applicable laws or government requirements, to safeguard Alex and Alexa's legal interests or to detect, prevent or notice fraud and other security or technical issues.
Alex and Alexa always strives to store personal data within the EU/EEA. The data may be transferred and processed in a non-EU/EEA country (third country). Transfers made are made to the United States, for Google Analytics (analysis) and Zendesk (customer service). Any transfer is made in accordance with applicable legislation and persons subject to the transfer will be notified.
7. HOW DO WE PROTECT YOUR PERSONAL DATA?
We have taken technical and organizational measures to protect your data from loss, manipulation and unauthorized access. We are continuously adjusting our security measures in accordance with the progress and developments in the technical field. To make card purchases as secure as possible, all data is sent in an encrypted form. This means that the information is transmitted via a secure connection and that your personal data cannot be read by third parties. For card purchases, we collaborate with an authorized payment agent that helps us to instantly check with the bank that the card is valid for purchase. Our payment agent processes your card details in accordance with the international security standard PCI DSS developed by VISA, MasterCard, Diners, American Express and JCB card companies. This means that the security is very high when processing your card details. When you pay by card, we reserve the right to carry out an identity check.
Alex and Alexa may allow third parties to use your personal data for marketing purposes upon request by us to promote our products and services, but we will never allow a third party to use your personal information to conduct their own marketing towards you.
8. WHAT ARE YOUR RIGHTS?
Alex and Alexa will, at your request or on its own initiative, rectify, delete, disassociate or supplement your personal data if the data is found to be incorrect, incomplete or misleading.
As a data subject, you have the right to request:
1. Access to your personal data. You have the right to have a filing extract or a copy of all personal data Alex and Alexa is processing about you. This right can be used at any time through a written and signed request.
2. Rectification of your personal data. You have the right to request that Alex and Alexa will correct incorrect or incomplete processed personal data without unnecessary delay.
3. Deletion of your personal data. You are entitled to request that your personal data is deleted if the storage of data no longer is necessary for the purpose for which it was collected. If there is a statutory requirement to store your personal data or if there are other legitimate reasons why Alex and Alexa must store your data, such as unpaid debts, your personal data cannot be erased. We will end all processing of personal data for other purposes than complying with the legislation.
4. Restriction of processing. You are entitled to request that your personal data be processed for certain restricted purposes. For example, you may request a restriction when you believe your information is incorrect and you have requested a correction according to the above. While the accuracy of the data is being investigated, its processing will be restricted.
If your personal data is stored at Alex and Alexa, you have the right to data portability. That means the right to, under certain conditions, extract and transfer some of your personal data in a structured, widely used and machine-readable format to another personal data controller.
If Alex and Alexa is processing personal data based on a balance of interest, you have the right to object to such processing. In the case of opposition, Alex and Alexa will continue the processing only if there are more compelling interests to do so.
You may at any time object to your personal data being processed for direct marketing. Alex and Alexa does not process your personal data for direct marketing purposes if you oppose to such processing. Once we have received your objection, we will cease to process your personal data for such marketing purposes. Any objection is sent to mydata@alexandalexa.com. If you have consented to Alex and Alexa storing and using your personal data for marketing purposes, you may revoke such consent at any time. Such recall may be limited to only part of the processing, such as direct marketing. Any recall is sent to mydata@alexandalexa.com.
As a data subject, you own the right to file any complaints regarding the processing of your personal data to the Swedish Data Protection Authority.
9. USE OF COOKIES AND OTHER TRACKING TECHNIQUES
Our website uses cookies and other tracking techniques to enhance your online experience. You will find more information about this in our cookie policy. Alex and Alexa uses, among other things, Google's advertising services. You can read more about Google's collection, sharing, and use of data here.
10. POSSIBLE CHANGES OF Alex and Alexa’S INTEGRITY POLICY
Alex and Alexa reserves the right to make changes to this Integrity Policy at any time. If the Integrity Policy materially changes, then Alex and Alexa will, with reasonable notice, communicate this on its website and/or through email to you.
11. CONTACT INFORMATION TO THE DATA CONTROLLER
We are protecting our customers' personal data! Do not hesitate to contact us if you have any questions about how we process your personal data, this privacy policy or if you wish to request a filing extract.
Our contact information:
Babyshop Sthlm Holding AB
BOX 29098
100 52 Stockholm
Sweden
Phone: +46 (10) 7502423
Email: mydata@alexandalexa.com
CIN: 556699-1542