Topshop Privacy Policy - Protecting Your Privacy

HOW WE USE YOUR INFORMATION

We use your information in a number of different ways — what we do depends on the information. The tables below set this out in detail, showing what we do, and why we do it.

Your Personal
Details, such as your name, address, email address, phone number

What we do	Why we do it	Why we need to do it (the legal stuff!)
Identify you when you visit our website or contact us.	Checking your identity helps us to keep your information safe from fraudsters.	We have a legal obligation to do this and it’s also important for Topshop as a business.
Identify your IP location when creating an account with us	Checking your IP location helps us show you the relevant marketing preferences when creating an account.	We have a legal obligation and policy requirement with google to do so; and it’s important for Topshop as a business.
Deliver your purchases to you.	It’s a bit hard to send your order if we don’t use your name and contact details!	It’s an important part of our contract commitment to you.
Send you account and service updates, updates to our Terms and Conditions, and updates about changes to Topshop services.	To keep you informed of any changes to Topshop services.	We have a legal obligation to do this. It’s an important part of our contract commitment to you, and it’s also important for us to keep you updated.
Send you order confirmations and updates.	So you know your order has been received and when it’s due to arrive.	It’s an important part of our contract commitment to you.
Manage your participation in any exclusive discounts, personalised offers, discount schemes, or competitions you choose to participate in.	To ensure you receive any discounts or offers relevant to you at the time	This will either be an important part of our contract commitment to you (where that’s applicable), or we’ll do this with your consent.
Direct you to the right part of our website.	To get you to the products that you want faster.	It’s important to us that you get the best out of your Topshop shopping experience – that’s in both of our best interests.
Send you information about our products, our services.	We like to keep you up-to-date with the latest Topshop benefits, and help you get the best from our products and services. (You can find out more in the section on Marketing messages below).	We’ll only do this with your consent - it’s up to you to choose when you hear from us and what you hear about, but it’s also important for us to tell you about the best product and services we have to offer!
Handle returns in accordance with our Terms and Conditions and provide customer service and support.	Because you expect the best service from us and, after all, we can’t provide a refund if we don’t know what you’ve bought!	It’s an important part of our contract commitment to you.
Send you surveys and to ask for other feedback.	So that you can tell us what you think about how we're doing.	We’ll only send requests for consumer insight surveys if we have your consent to do so. For others, such as our customer service surveys, product reviews, or feedback requests, it's in both your and our best interests for us to send them to you so that we can improve our services and products for you.
We use your billing and delivery address to identify events you might be interested in. If you attend an event, we also use this information to manage your registration and attendance at the Topshop event.	We do this so we can send you information about the latest local events to you, and to administer and coordinate the event.	We’ll only do this with your consent.
We personalise our website and the content that you see in emails, for example, by welcoming you by your name to our site.	We like to give our communications a personal touch.	It’s important to us that you get the best out of your Topshop experience – that’s in both of our best interests.
We curate your experience on site and in our communications, we may also use this to perform analysis on our customers’ preferences.	We always want to ensure we’re displaying content that’s relevant to you and providing products that are of interest to our customers who are shopping with us.	It’s important to us that you get the best out of your Topshop experience – that’s in both of our best interests.

You don’t have to give us all of this personal information but if you don’t, you may not be able to buy from the site, and you are unlikely to receive our optimal overall customer experience. But that is your choice – and we respect that.

We also anonymise and/or aggregate personal information (so that it does not identify you) and use it for urposes including testing our IT systems, research, data analysis, improving our site and app, and developing new products and services.

YOUR PAYMENT INFORMATION

This means your chosen payment method, for example your card details

What we do	Why we do it	Why we need to do it (the legal stuff!)
Take payment and give refunds.	After all - we’re not giving all our stuff away!	It’s important to us and an important part of our contract commitment to you.
Keep a record of any financial transactions with you.	We need to know what you have paid for (and we have to tell the tax man about our income too!).	We have a legal obligation to do this.

YOUR CONTACT HISTORY WITH US

What you’ve said to us, which may be monitored, recorded and retained, by us and/or our vendors — for example, by email, on instant chat, onsocial media, or in private message.

What we do	Why we do it	Why we need to do it (the legal stuff!)
Provide customer service and support.	After all, you expect the best service from us!	It’s an important part of our service and also part of our contract commitment to you.
Improve the services and support we provide to you.	So that you get the best possible customer service.	It's in your and our best interests for us to train our staff and for quality assurance purposes so that you get the greatest services and support from us.

PURCHASE HISTORY, RETURNS BEHAVIOUR, AND SAVED ITEMS

What you’ve bought in the past, what you’ve searched for, what you’ve saved or added to a wish list for another time, when you have asked us to tell you that something is back in stock, and what you’ve returned.

What we do	Why we do it	Why we need to do it (the legal stuff!)
Help you keep track of the items you like	To help you get to the products that you like faster and so you can get the best out of our products and your account.	It’s up to you if you want to use these services but we would love you to share all our good stuff.
Analyse what you have bought, searched for, or returned.	1. To ensure we are giving you what you want, providing you with the best service we can, and so we can stay ahead of the competition. 2. To ensure you are charged the correct amount for returns. 3. To check that our Terms & Conditions, including our Fair Use Policy are being adhered to, and to perform our obligations and/or exercise our rights under them 4. To ensure we display relevant products to you.	It's an important part of our contract with you It’s in your and our best interests to provide you with the best service and shopping experience, and to know your preferences.
We match your purchases to links from affiliates who might have introduced you to Topshop or promoted a particular product when you visited their site. We share relevant purchase history with them, so they know when they have made a successful introduction.	We have a number of “introducers” who direct new customers to us or promote our products on their sites.	It is important for us to generate new customers through different sources – it’s in our best interests.
To provide recommendations based on your style, budget and personal preference.	To provide the best service and experience to you as our valued customer.	So we can provide you with the best service possible and speed up your shopping experience - it's in your and our best interests.
We keep track of: The value of your orders with us The products you have ordered from us The products you have returned to us and the value of those returns Your browsing history on Topshop	We do this tracking in order to: Personalise or target promotions and communications we send or show to you Provide you with effective and efficient customer care in order to deal with your queries.	It’s in your best interests and ours to provide you with the best service, shopping experience and communications or promotions as possible, and to identify fraud. For certain communications and promotions, we’ll only send or display these with your consent.
We keep track of: The value of your orders with us The products you have ordered from us The products you have returned to us and the value of those returns Your browsing history on Topshop.com	We do this tracking in order to: Personalise or target promotions and communications we send or show to you Provide you with effective and efficient customer care in order to deal with your queries.	It’s in your best interests and ours to provide you with the best service, shopping experience and communications or promotions as possible, and to identify fraud. For certain communications and promotions, we’ll only send or display these with your consent.

INFORMATION ABOUT YOUR PHONE OR LAPTOP, AND HOW YOU USE OUR WEBSITE

Information collected when you browse our site, including your IP address and device type, how you use our website (such as the pages you visit and the products you look at) and, if you choose to share it with us, your location data.

What we do	Why we do it	Why we need to do it (the legal stuff!)
Identify you when you visit our website	If we can remember you, we can give you the best possible shopping experience.	It’s important for us that you get the best shopping experience – it’s in your and our best interests
Improve our website and set default options for you (such as language and currency)	It’s important for us, and it’s much easier for you, if we know the language and currency you prefer, and it also helps us to protect your information	It’s important for us that you get the best shopping experience – it’s in your and our best interests
Send information about our products and services to you	We like to keep you up to date and help you find products. You can find out more in our section on Marketing messages below	It’s important for us to show you things we think you will like and that may make your Topshop experience better – it’s in your and our best interests
Show you generic or personalised Topshop website adverts as you browse the web	So you can see our latest products and deals that we think you will love	It’s important for us to show you things we think you will like – it’s in your and our best interests
Monitor visitors to our site and analyse their behaviour	To protect our website and to help make our service better	This is important for us (it’s in our best interests) and we have a legal obligation to do this in relation to fraud or malicious activity
Monitor visitors to our site and analyse their behaviour	To protect our website and to help make our service better	This is important for us (it’s in our best interests) and we have a legal obligation to do this in relation to fraud or malicious activity

IF YOU POST COMMENTS ABOUT TOPSHOP/TOPMAN, TAG TOPSHOP/TOPMAN OR POST PHOTOS TO OUR SOCIAL MEDIA PAGES

What we do	Why we do it	Why we need to do it (the legal stuff!)
Monitor our customers views or opinions	We may want to respond to you or react, particularly if you are unhappy with something.	It’s important for us to know what you think about us – it’s in your and our best interests
If you tag Topshop or post to our pages, we may ask to use your photo, on our site or Social Media pages.	The best representation of your Topshop style, is you! We want to celebrate you as well.	It's up to you whether you agree
We use public sources of information to help us investigate fraudulent activity	To prevent and detect fraud against either you or Topshop – unfortunate, but absolutely essential	It’s in our best interests to protect our service, to protect you and to stop this, and we also have a legal obligation to do so

Other identifiable information

What we do	Why we do it	Why we need to do it (the legal stuff!)
We allocate you a unique number when you first shop with us (your customer ID)	This allows us to uniquely identify you	It’s an important part of our contract commitment to you

FRAUD PREVENTION AND DETECTION

Fraud prevention and detection

We use any of the above categories of information to identify, prevent and detect suspicious activity and fraud, against either you or against Topshop. Detecting and preventing suspicious activity and fraud is an unfortunate, but an absolutely essential part of our service and our contract commitment to you. Legally, we may have to do this, and, in any case, it is very important for us.

We also use Purchase history data to protect our service and uphold our Terms and Conditions as part of our contract commitment to you, as part of this we may make use of computer-system decisions to protect Topshop and our service. Following flagging from the Fraud Analysis tool, the Topshop fraud team complete further analysis to be sure the associated accounts are the same identity before closing the account.

Sanctions screening

We use any of the above categories of information to ensure that we comply with any sanctions requirements that we’re legally bound to adhere to.

Personalising your Topshop experience

We use the data we collect to help us provide you with the best service, the best shopping experience and to show you the latest and greatest products and services that we think you will love. More information about how we use your data for personalisation is provided in the ‘How we use your information’ tables above.

SHARING YOUR INFORMATION

We do not, and will not, sell your personal data to third party – including your name, address, email address or credit card information.
We want to earn and maintain your trust, and we believe this is absolutely essential in order do that.

However, we share your data with the following categories of companies as an essential part of being able to provide our services to you:

Companies the ASOS/Topshop group, as sometimes different parts of our group are responsible for different activities
Companies do things to get your purchases to you, such as payment service, warehouses, order packers, and delivery companies
Companies help keep our systems protected by scanning our emails to detect. Indirectly this assists you as well as we shouldn’t pass any malware on to you in any emails we send you
Professional providers, such as marketing agencies, advertising and partners and website hosts, who help us run our business
Partners help us offer tailored discounts to products on site
Affiliates who help us reach out to potential new customers or promote our products on their websites
Credit agencies, law enforcement and fraud prevention agencies so we help tackle financial crime, including, but not limited to, fraud and

You may choose to take advantage of some of our additional, in which case, depending on your choices we may share your data with following categories of companies to fulfil the services you have asked:

Other-party payment providers, when you choose to use their payment services
Companies we partner with to host competitions, and service providers that us to host those competitions, manage entries, contact winners and deliver prizes
Companies we partner with to administer and manage events, and service that enable us to manage tickets, entries, communications and event analysis. If you would like to know more about the third parties we may share personal data with, or how to find out more on how they will use your data, please contact us using the details below.

We may also provide third parties with aggregated and anonymised information and analytics about our customers. Before we do so, we make sure that it does not identify you.

We may transfer your personal information to third parties connection with a reorganisation, restructuring, merger, acquisition, sale or transfer of assets, or in the event there is a change of operator for Topshop or in the event that there is a hand back of the Topshop Join Venture.
In such cases, we will take the appropriate steps to make sure that suchtransfer is in accordance with the applicable data protection law(s).

Marketing messages

If you have said we can, we’ll send you marketing messages (which exclusive discounts, new drops and personalised offers, just landed, and more) to keep you aware of what we’re up to, help you see and find
our products, services and personalised offers.

How to stop marketing messages from Topshop

You can click on the ‘unsubscribe’ link in any marketing you receive.

You can also contact our Customer Care team. Once you do this, we will update our records to ensure that you don’t receive marketing messages.

If you have made a purchase as a guest or opted-in to the, you can manage marketing preferences via the unsubscribe links in emails and via our contact form.

If you tell us you don’t want to receive marketing messages might take a few days for all our systems to be updated, so we would ask for patience as you might get messages from us while we process your request.

Please note that opting out of marketing messages will not stop service, such as order updates.

Data and countries outside Europe

Topshop is a global business with operations inside and of the United Kingdom and EEA and we use suppliers and fulfilment centres located across the world. Some of these locations will not the same level of protection for your personal data as the UK or the EEA, but if we transfer your information to one of these locations, we take steps to ensure that your data and rights are protected through methods approved within the relevant Data Protection laws. Please contact us if would like further information about how we protect your transferred information

KEEPING YOUR INFORMATION

We’ll hold on to your information for as long we are required to keep it to ensure we meet our legal requirements across the globe.

We have a legal requirement to keep some of your personal data even after you have asked us to delete it.

We will only keep what we absolutely need to, and only to make sure we can meet our legal or regulatory requirements, resolve disputes, prevent fraud and abuse, or enforce our Terms and Conditions.

Your rights

You have a lot of rights relating to your personal information, although these are not absolute rights. Your rights are:

The right to be informed about how your personal information is being used (like this notice!)
The right to access the personal information we hold about you
The right to request the correction of inaccurate personal information we hold about you
The right to request that we delete your data, or stop processing it or collecting it, in some circumstances
The right to withdraw consent for any consent-based processing at any time
The right to request that we transfer or port elements of your data either to you or another service provider
The right to ask us to explain any automated decision about you
The right to complain to your data protection regulator — in the UK, the Information Commissioner’s Office

If you want to exercise your rights, have a complaint, or just have questions, please contact us. As a starting point, we have one month in which to respond to you. Our contact details are at the end of this privacy notice.

If you want to understand how Shopify use your data, please refer to their privacy policy.

CHANGES TO HOW WE PROTECT YOUR PRIVACY

We may change this page from time to time, to reflect how we are processing your data.

If we make significant changes, we will make that clear on the Topshop website or other Topshop services, or by some other means of contact such as email, so that you are able to review the changes before you continue to use Topshop

COOKIES

Shopify uses cookies on our website. For more information on cookies, please see the https://www.shopify.com/uk/legal/cookies#merchant-storefronts as they are responsible for this aspect of the site.

You can edit your cookie preferences here.

HOW TO CONTACT US

We always want to hear from our customers (especially if you feel we’ve let you down or could do better).

If you:

Have any questions or feedback about this notice
Would like us to stop using your information
Want to exercise any of your rights as set out above or have a complaint

Please don’t hesitate to contact our Customer Care team, who will be happy to answer any questions you may have.

You can contact our data protection team directly by emailing dataprotection@topshop.com or you can contact our Customer Care team via our help pages. You can also write to us at:

Topshop
Data Protection Officer
Greater London House
Hampstead Road
London
NW17FB
United Kingdom

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