Privacy Notice
Here at EGO we are committed to protecting and respecting the privacy of your personal data. This privacy notice explains how your data is collected, used, transferred and disclosed by us. It applies to data collected when you use our website, iOS and Android applications, when you interact with us through social media, email, or phone, or when you participate in our competitions or events.
It covers:
- The personal data we collect
- How we collect your data
- How we use your data
- Marketing preferences, adverts and cookies
- Links to other websites and third parties
- How we share your data
- Your rights
- Changes to this privacy notice
- How to contact us
Who is EGO
EGO is a leading online clothing and footwear retailer. We design, source, market and sell clothing, shoes, boots, sandals and accessories for women.
Bright Mode Ltd is the parent company trading under EGO.
References to "we", "us", and / or "our" are to the parent company.
We are data controller responsible for the processing of your personal data collected through the ego.co.uk website (and associated localised websites e.g. https://egoshoes.com/us) and the EGO app.
Details of how to ask questions in relation to this privacy notice, including how your data is processed, are set out in the 'How to Contact Us' section at the end of this notice.
Our commitment to you
We take the protection of your personal data seriously and will process your personal data fairly, lawfully and transparently. This privacy notice describes the personal data we are collecting about you and how it is used.
We will only collect and use your personal data for the following purposes, to:
- Fulfil your order(s)
- Keep you up to date with the latest offers and trends
- Give you a better shopping experience
- Help us to make our marketing more relevant to you and your interests
- Improve our services
- Meet our legal responsibilities
How we keep your data safe and secure
We have appropriate organisational safeguards and security measures in place to protect your data from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed.
The communication between your browser and our website uses a secure encrypted connection wherever your personal data is involved.
We require any third party who is contracted to process your personal data on our behalf to have security measures in place to protect your data and to treat such data in accordance with the law.
In the unfortunate event of a personal data breach, we will notify you and any applicable regulator when we are legally required to do so.
The personal data we collect
Personal data means any information about an individual from which that person can be identified. It does not include anonymised data, where the identity and identifying information has been removed.
While our website is designed for a general audience, we will not knowingly collect any data from children under the age of 16 or sell products to children. If you are under the age of 16, you are not permitted to use or submit your data to the website.
The following groups of personal data are collected:
Identity Data includes information such as: first name, last name, title and date of birth (optional).
Contact Data includes information such as: email address, billing address, delivery address, telephone number and social media ID (if you log in via social media).
Financial Data includes information such as: payment card details. We do not store your full card details — these are handled by our secure payment processor.
Transaction Data includes information such as: details of your purchases and fulfilment of your orders, payments to and from you, details of other products and services you have obtained from us, information relating to returns, and correspondence or communications with you in respect of your orders.
Technical Data includes information such as: details of the device(s) you use to access our services, your internet protocol (IP) address, login data, browser type and version, time zone setting and location, browser plug-in types and versions, and operating system and platform.
Profile Data includes information such as: purchases or orders made by you, product and style interests, preferences, feedback and survey responses.
Usage Data includes information such as: how and when you use our website/app, how you moved around it, what you searched for, website/app performance statistics, traffic, location and other communication data.
Marketing and Communications Data includes information such as: your preferences in receiving marketing from us and your communication preferences.
We also collect, use and share Aggregated Data such as statistical or demographic data for any purpose. Aggregated Data may be derived from your personal data but is not considered personal data in its own right as it does not directly or indirectly reveal your identity.
We do not collect any Special Categories of Personal Data about you (this includes details about your race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, trade union membership, information about your health, and genetic and biometric data). Nor do we collect any information about criminal convictions and offences.
How we collect your data
We may collect personal data about you in the following ways:
Direct interactions
You may give us your Identity, Contact, Financial, Transaction, Profile and Marketing and Communications data by filling in forms, entering information online or by corresponding with us by post, phone, email or otherwise. This includes personal data you provide when you:
- Create an account or purchase products on our website or app
- Subscribe to our newsletter or create wish lists
- Enter a competition
- Complete a voluntary market research survey
- Contact us with an enquiry or to report a problem (by phone, email, social media or messaging service)
Automated technologies or interactions
As you interact with our website, we may automatically collect Technical Data about your equipment, Usage Data about your browsing actions and patterns, and Contact Data where tasks carried out via our website remain uncompleted, such as incomplete orders or abandoned baskets. We collect this data by using cookies, server logs and other similar technologies. Please see our Cookie Policy for further details.
Third parties
We may receive personal data about you from various third parties, including:
- Technical Data from third parties, including analytics providers such as Google
- Technical Data from affiliate networks through whom you have accessed our website
- Identity and Contact Data from social media platforms when you log in to our website using such platforms
- Identity and Contact data from third parties involved in fraud prevention and detection
- Contact, Financial and Transaction Data from providers of technical, payment and delivery services
How we use your data
The legal basis for processing your personal data
We will only collect and process your personal data where we have a legal basis to do so. We will only collect personal data from you when:
- We have your consent to do so, for example where you have actively signed up to receive marketing; or
- We rely on our legitimate interests, where permitted, for example to send existing customers marketing about our own similar products and services where they have not opted out and PECR allows this.
- We need your personal data to perform a contract with you, for example, to process a payment, fulfil your order or provide customer support; or
- The processing is in our legitimate interests and not overridden by your rights; or
- We have a legal obligation to collect or disclose personal data from you.
Uses made of your personal data
Your personal data is used by us to support a range of different activities. These are listed in the table below together with the types of data used and the legal bases we rely on when processing them, including where appropriate our legitimate interests.
| Purpose / Activity | Type of data | Lawful basis for processing |
|---|---|---|
| To create an account and register you as a new customer. | Identity, Contact | Performance of a contract with you, or steps taken at your request before entering into a contract. |
| To process and deliver your order, including recording order details, keeping you informed of order status, processing payments and refunds. | Identity, Contact, Financial, Transaction | Performance of a contract with you |
| Responding to customer queries and providing requested support | Identity, Contact, Profile, Marketing and Communications | Performance of contract or legitimate interests |
| Sending service messages about orders, returns, account security or policy changes | Identity, Contact, Profile, Marketing and Communications | Performance of contract, legal obligation, or legitimate interests |
| Sending marketing communications | Identity, Contact, Profile, Marketing and Communications | Consent or legitimate interests, depending on context and PECR |
| To enable you to take part in a competition, event or survey, or receive a reward for shopping with us. | Identity, Contact, Profile, Usage, Marketing and Communications | Performance of a contract with you |
| To administer, protect and improve our business and website/app, including troubleshooting, data analysis, testing, system maintenance and hosting. | Identity, Contact, Profile, Technical, Transaction | Legitimate interests (to run our business, provide administration and IT services, ensure network security) |
| To deliver relevant website content and online advertisements; measure the effectiveness of advertising. | Identity, Contact, Profile, Usage, Marketing and Communications, Technical | Legitimate interests (to keep our website updated and relevant and to develop our business) |
| To recommend our products, services, discounts and offers that may be of interest to you, including sending you such information by email or SMS. | Identity, Contact, Technical, Usage, Profile, Marketing and Communications | Legitimate interests (to send marketing to existing customers about similar products and services). Consent (for new customers and prospects who have opted in). |
| To inform or remind you by email of any uncompleted task on our website, such as an abandoned basket. Where these reminders are sent by email or SMS and contain marketing, we will only send them where permitted under PECR, for example where the soft opt-in applies or where we have your consent. | Identity, Contact, Usage | Legitimate interests (to recover potential sales and improve customer experience) |
| To use data analytics to improve our website, products, services, marketing and customer experience. | Identity, Contact, Profile, Technical, Usage | Legitimate interests (to improve our website, products, services, marketing and customer relationships) |
| In connection with any merger, acquisition or sale of our business. | Identity, Contact, Profile, Usage, Marketing and Communications, Technical | Legitimate interests (we have a legitimate interest in processing your information in connection with any mergers, acquisitions or reorganisation of our business) |
We will only use your personal data for the purposes for which we collected it, unless we reasonably consider that we need to use it for another reason compatible with the original purpose. If we wish to use your personal data for an unrelated purpose, we will notify you and explain the legal basis for doing so.
If you have any questions about how we use any of your personal data, please contact us at help@ego.co.uk.
How long we keep your data for
| Data type | Suggested notice wording |
|---|---|
| Order records | Kept for as long as needed to fulfil the order, handle returns, support queries, accounting, tax and legal obligations. |
| Marketing records | Kept while you remain subscribed or until you opt out; suppression records retained to ensure we do not contact you again. |
| Browsing/profile data | Kept for a defined period, e.g. 12–24 months, unless refreshed by further activity. |
| Customer account | Kept while the account remains active and for a reasonable period afterwards. |
Marketing preferences, adverts and cookies
Marketing - your preferences
We may send you marketing communications and promotional offers where:
- you have purchased goods from us, or provided your details in the course of a purchase or negotiations for a purchase, and we gave you a clear opportunity to opt out when we collected your details;
- the marketing relates to EGO's own similar products and services;
- you have not opted out; or
- you have actively consented to receive marketing, for example by signing up to our newsletter, entering a competition, or creating an account and selecting a marketing preference.
We may use your purchase history, browsing activity, wishlist activity, email engagement and stated preferences to tailor the products, offers and content we show or send to you. This may involve placing you into customer segments based on your product interests, shopping behaviour or engagement. We do not use this information to make decisions that produce legal or similarly significant effects about you.
You will always have full control of your marketing preferences. If you do not wish to continue receiving marketing information from us at any time:
- You can unsubscribe by using the unsubscribe link included in the header and footer of any marketing email
- You can opt out of postal marketing by contacting us at help@ego.co.uk or updating your account preferences where available.
- Reply STOP to any marketing SMS
- Log into your account and update your communication preferences
- Contact us at help@ego.co.uk
We will process all opt-out requests as soon as possible. Please note that opting out of marketing does not affect transactional communications such as order confirmations and delivery updates.
Cookies
Our website uses cookies to distinguish you from other users of our website and to keep track of your visits. They help us to provide you with a great experience when you browse our website and to make improvements to our site. They also help us and our advertising networks to make advertising relevant to you and your interests.
You can set your browser to refuse all or some browser cookies, or to alert you when websites set or access cookies. If you disable or refuse cookies, please note that some parts of our website may become inaccessible or not function properly.
For detailed information on the cookies we and our third-party providers use, please refer to our Cookie Policy.
Online ads
We use online advertising to keep you aware of what we're up to and to help you find our products. Like many companies, we may target EGO banners and ads to you when you use other websites and apps, based on your Contact, Technical, Usage and Profile Data. We do this using a variety of digital marketing networks and ad exchanges, and a range of advertising technologies such as web beacons, pixels, ad tags, cookies and mobile identifiers, as well as specific services offered by some sites and social networks.
Our use of analytics and targeted advertising tools
We use a range of analytics and targeted advertising tools to display relevant website content on our website and online advertisements on other websites and apps. For example, we use tools such as Google Analytics to analyse interest-based advertising data and/or third-party audience data to target and improve our marketing campaigns, marketing strategies and website content. We may also use tools provided by other third parties such as Meta, Criteo and Ometria to perform similar tasks, using your Contact, Technical, Usage and Profile Data.
To opt out of targeted advertising you can disable cookies in your browser settings (see our Cookie Policy for details) or opt out of the relevant third-party ad settings.
Links to other websites and third parties
Our website may include links to and from the websites of our partner networks, advertisers and affiliates, or to social media platforms. If you follow a link to any of these websites, please note that these websites have their own privacy policies and that we do not accept any responsibility or liability for these policies. Please check these policies before you submit any personal data to their websites.
How we share your data
We may disclose and share your personal data with the parties set out below:
- Where you have consented for us to do so
-
To business partners, suppliers, sub-contractors and other third parties that we use in connection with the running of our business, such as:
- Third party service providers that we engage to provide IT systems, software and to host our website
- Third party payment processing services to process your payment to us. We do not store your payment information. Your payment details are provided to the payment processing service you have selected
- Third party service providers that we engage to deliver goods you have ordered and to manage any returns
- Third party service providers that we engage to send emails and SMS on our behalf, including marketing communications
- Analytics and search engine providers that assist us in the improvement and optimisation of our website
- Affiliate networks through whom you have accessed our website
- To protect our customers and website from fraud and theft, we may share personal data with third party organisations (including law enforcement agencies) involved in fraud prevention and detection
- To any third party to whom we may choose to sell, transfer or merge parts of our business or our assets. If a change happens to our business, then the new owners may use your personal data in the same way as set out in this privacy notice
- If we are under a duty to disclose or share your personal data in order to comply with any legal obligation
- To our professional advisers including lawyers, auditors and insurers who provide consultancy, legal, insurance and accounting services
All third parties are required to handle your data securely and only for the purposes we specify. We use data processing agreements with all service providers.
Your data and countries outside of the UK
The personal data we collect from you may be transferred to, and stored at, destinations outside the UK using legally-provided mechanisms to lawfully transfer data across borders. It may also be processed by staff operating outside the UK who work for us or one of our suppliers.
Where we transfer personal data outside the UK, we use appropriate safeguards such as the UK International Data Transfer Agreement, the UK Addendum to the EU Standard Contractual Clauses, or another lawful transfer mechanism. We also assess whether additional protections are needed for the transfer.
Please contact us if you want further information on the countries to which we may transfer personal data and the specific mechanism used.
Your rights
You have several rights under data privacy legislation. This includes, under certain circumstances, the right to:
- Request access to your personal data
- Request correction of your personal data
- Request erasure of your personal data
- Request restriction of processing of your personal data
- Request the transfer of your personal data
- Object to processing of your personal data
- Withdraw your consent to process your personal data
Brief details of each of these rights are set out below. If you wish to exercise any of these rights, please email us at help@ego.co.uk.
Request access to your personal data
You have the right to obtain a copy of the personal data we hold about you and certain information relating to our processing of your personal data.
Request correction of your personal data
You are entitled to have your personal data corrected if it is inaccurate or incomplete. You can update your personal data at any time by logging into your account or by emailing us at help@ego.co.uk.
Request erasure of your personal data
This enables you to request that we delete your personal data where there is no good reason for us continuing to process it. Note that we may not always be able to comply with your request for specific legal reasons, which we will notify you of at the time.
Request restriction of processing
You have a right to ask us to suspend the processing of your personal data in certain scenarios, for example if you want us to establish the accuracy of the data or you have objected to our use of your data.
Request transfer of your personal data
You have the right to obtain a digital copy of your personal data or request the transfer of your personal data to another company. Please note this right only applies to automated data which you initially provided consent for us to use or where we used the data to perform a contract with you.
Object to processing of your personal data
You have the right to object to our processing of your personal data for direct marketing purposes at any time. If you object to direct marketing, we will stop processing your personal data for that purpose. For other types of processing based on legitimate interests, we may continue where we can demonstrate compelling legitimate grounds.
Withdrawal of consent
You have the right to withdraw previously given consent at any time where we are relying on consent to process your personal data. However, this will not affect the lawfulness of any processing carried out before you withdraw your consent.
We will try to respond to all legitimate requests within one month. Occasionally it may take us longer if your request is particularly complex or you have made a number of requests. We may need to request specific information from you to help us confirm your identity.
You will not have to pay a fee to access your personal data or to exercise any of the other rights. However, we may charge a reasonable fee if your request is clearly unfounded, repetitive or excessive.
Right to lodge a complaint
If you have any concerns or complaints regarding the way in which we process your data, please email us directly at help@ego.co.uk. You also have the right to make a complaint to the Information Commissioner's Office (ICO), the data protection regulator in the UK: www.ico.org.uk. We would, however, appreciate the chance to deal with your concerns before you approach the ICO, so please do contact us in the first instance.
Changes to this privacy notice
From time to time we may change this privacy notice. If there are any significant changes we will post updates on our website, applications or let you know by email.
How to contact us
We welcome feedback and are happy to answer any questions you may have about your data.
Please send any questions, comments or requests for more information to: help@ego.co.uk
- You can also complain to the ICO if you are unhappy with how we have used your data.
- The ICO's address:
- Information Commissioner's Office, Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF
- Helpline number: 0303 123 1113
- ICO website: https://www.ico.org.uk
This privacy notice was last updated on XXXXC. Bright Mode Ltd T/A EGO, Registered Company Number: 07242599, UK VAT Number: GB100458361.