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Shop4 Privacy Policy

Effective Date: 07/08/2025
Last Updated: 07/08/2025

1. Who We Are

Shop4 Electrical is a trading name of Model Business Ltd, a private limited company registered in England and Wales with company number 15863809.

Registered Address: c/o KPMG LLP, 1 St Peters Square, Manchester, M2 3AE
Operational Address: Unit 2, Ellis Way, Questor, Dartford, Kent, DA1 1JX
Contact Email: sar@shop4electrical.co.uk
Website: www.shop4electrical.co.uk

We are the data controller for your personal information and are committed to protecting and respecting your privacy in accordance with UK GDPR and the Data Protection Act 2018.

2. Information We Collect and How We Use It

2.1 Order Processing (Legal Basis: Contract Performance)

What we collect:

  • Name, billing and delivery addresses
  • Email address and telephone number
  • Order details and purchase history
  • Payment confirmation details (we do not store card details)

How we use it:

  • Process and fulfil your orders
  • Arrange delivery through our courier partners
  • Handle returns, exchanges, and warranty claims
  • Provide customer service and support
  • Maintain purchase records for your account

How long we keep it: 7 years from your last purchase for accounting, tax compliance, and customer service purposes. After 7 years of inactivity, we may retain your data only for these specific legitimate business interests:

  • Fraud prevention and detection (retained for up to 10 years total)
  • Product recall notifications where you purchased affected items
  • Warranty claims on products with extended warranty periods

For all other purposes, your data will be deleted or anonymised after 7 years of inactivity.

2.2 Marketing Communications (Legal Basis: Consent)

What we collect:

  • Email address and name
  • Marketing preferences
  • Engagement data (email opens, clicks)

How we use it:

  • Send promotional emails about products and special offers
  • Provide personalised product recommendations
  • Send newsletters and company updates

How long we keep it: Until you unsubscribe or request deletion. We periodically review our marketing lists every month and may remove inactive subscribers who haven't engaged with our communications.

2.3 Website Analytics (Legal Basis: Legitimate Interest)

What we collect:

  • IP address and browser information
  • Pages visited and time spent on site
  • Device and operating system information
  • Referral sources

How we use it:

  • Improve website performance and user experience
  • Analyse customer behaviour and preferences
  • Monitor website security
  • Generate business insights

How long we keep it: Up to 26 months for Google Analytics data (or 2 months if default settings haven't been changed), various periods for other analytics tools as detailed in our Cookie Policy.

2.4 Customer Support (Legal Basis: Legitimate Interest)

What we collect:

  • Chat conversation history
  • Email address and name (if provided)
  • Technical information (browser, device type)

How we use it:

  • Provide real-time customer support
  • Resolve technical issues
  • Improve our service

How long we keep it: Chat logs are retained indefinitely to provide ongoing customer support and maintain service history.

2.5 Legal Compliance (Legal Basis: Legal Obligation)

What we collect:

  • Transaction records and invoices
  • Communication records
  • Identity verification documents (when required)

How we use it:

  • Comply with accounting and tax regulations
  • Prevent fraud and money laundering
  • Respond to legal requests
  • Handle disputes and complaints

How long we keep it: 7 years as required by UK accounting and tax law.

3. Legal Basis for Processing

We process your personal data under the following legal bases:

  • Contract Performance (Article 6(1)(b)): To fulfil orders and provide customer service
  • Consent (Article 6(1)(a)): For marketing communications and non-essential cookies
  • Legitimate Interest (Article 6(1)(f)): For website analytics, fraud prevention, and business operations
  • Legal Compliance (Article 6(1)(c)): To meet accounting, tax, and regulatory requirements

4. Sharing Your Information

4.1 Third-Party Service Providers

We share your data with trusted third parties who help us operate our business:

Payment Processing:

  • Worldpay (FIS Global) - for secure card payment processing
  • PayPal Holdings Inc. - for PayPal checkout and payment processing
  • Google Ireland Limited - for Google Pay transactions
  • Apple Distribution International (Ireland) - for Apple Pay transactions
  • Data transferred: Payment and order details for transaction processing (we do not store your full card details)
  • Location: These services process data in the UK, Ireland, US, and other countries where these companies operate
  • Safeguards: All payment processors comply with PCI DSS standards and use encryption for data protection

Delivery Services:

  • Courier companies - for order fulfilment
  • Data transferred: Name, delivery address, contact number (only when delivery issues arise)

Customer Support:

  • Tawk.to - live chat service
  • Data transferred: Chat messages, email address, IP address for customer support

Marketing Services:

  • Klaviyo Inc. (USA) - email marketing platform
  • Data transferred: Email address, name, purchase history, marketing preferences
  • Safeguards: Standard Contractual Clauses

Website Services:

  • Cloudflare Inc. (USA) - website security and performance
  • Google Ireland Limited - analytics and reCAPTCHA
  • Microsoft Corporation - analytics and advertising
  • Data transferred: Website usage data, IP addresses, browser information
  • Safeguards: Standard Contractual Clauses

Business Operations:

  • Credit reference agencies - for payment verification when required
  • Accountants and auditors - for financial compliance
  • Legal advisors - for business matters

4.2 Legal Disclosures

We may disclose your information when required by law, to prevent fraud, or to protect our rights and the safety of others.

4.3 Business Transfers

If our business is sold or merged, your information may be transferred to the new owners who will continue to protect it under this privacy policy.

5. International Data Transfers

Some of our service providers are located outside the UK/EEA, including:

  • United States: Klaviyo, Cloudflare, Microsoft
  • Safeguards: We use Standard Contractual Clauses approved by the UK ICO to ensure your data receives adequate protection

You can request copies of these safeguards by contacting us.

6. Cookies and Tracking Technologies

We use cookies and similar technologies to improve your website experience. Our website includes a cookie consent banner where you can manage your preferences for:

  • Necessary: Essential for website functionality
  • Functionality: Enhance your experience
  • Experience: Improve user interface
  • Measurement: Analytics and performance monitoring
  • Marketing: Personalised advertising

For detailed information about specific cookies, their purposes, and retention periods, please see our separate Cookie Policy.

You can manage cookie preferences through:

  • Our cookie consent panel on the website
  • Your browser settings
  • Third-party opt-out tools

7. Your Rights Under UK GDPR

You have the following rights regarding your personal data:

7.1 Right of Access

Request a copy of the personal data we hold about you.

7.2 Right to Rectification

Ask us to correct inaccurate or incomplete information.

7.3 Right to Erasure ("Right to be Forgotten")

Request deletion of your personal data in certain circumstances.

7.4 Right to Restrict Processing

Ask us to limit how we use your data in certain situations.

7.5 Right to Data Portability

Receive your data in a structured format or have it transferred to another controller.

7.6 Right to Object

Object to processing based on legitimate interests or for direct marketing.

7.7 Right to Withdraw Consent

Withdraw consent at any time where processing is based on consent.

7.8 Right to Lodge a Complaint

You can complain to the Information Commissioner's Office (ICO) if you're unhappy with how we handle your data:

  • Website: ico.org.uk
  • Phone: 0303 123 1113
  • Post: Information Commissioner's Office, Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF

8. Exercising Your Rights

To exercise any of these rights:

Email: sar@shop4electrical.co.uk (subject line: "Data Protection Request")
Post: Shop4 Electrical, Unit 2, Ellis Way, Questor, Dartford, Kent, DA1 1JX

Identity Verification: For security, we may ask you to provide proof of identity (copy of passport or driving licence and recent utility bill).

Response Time: We'll respond within one month of receiving your request.

Fees: Usually free. We may charge a £10 administrative fee only in the following circumstances:

  • Making more than 2 similar data requests within a 12-month period
  • Requests that require more than 3 hours of staff time to fulfill due to complexity or volume
  • Requests that are clearly unfounded or made to cause disruption

We will always notify you in advance if a fee applies and explain why, giving you the option to withdraw or modify your request before any charge is made.

9. Marketing Preferences

Email Marketing:

  • Opt out: Click "unsubscribe" in any marketing email or email sar@shop4electrical.co.uk with subject "NO MAIL"
  • We'll remove you within 48 hours

SMS Marketing:

  • Opt out: Text "STOP" to the number in the marketing message

10. Data Security

We implement appropriate technical and organisational measures to protect your data:

  • Secure payment processing through Sage Pay and PayPal
  • Encrypted data transmission (SSL/TLS)
  • Access controls and staff training
  • Regular security reviews and updates
  • Secure data storage with trusted providers

While we take every precaution, no internet transmission is completely secure. You transmit data at your own risk.

11. Data Retention

We keep your data only as long as necessary:

Active Customers: Data retained while you remain a customer and for 7 years after last purchase
Marketing Data: Until you unsubscribe or request deletion
Legal Records: 7 years as required by law
Website Analytics: Up to 26 months
Inactive Accounts: After 7 years of inactivity, we may delete, anonymise, or retain data based on legitimate business interests

12. Children's Privacy

Our website is not intended for children under 16. We do not knowingly collect personal data from children. If you're a parent and believe your child has provided us with personal data, please contact us.

13. Third-Party Links

Our website may contain links to other websites. We're not responsible for the privacy practices of other sites. Please review their privacy policies before providing personal information.

14. Automated Decision Making

We do not use automated decision-making systems that significantly affect our customers.

All orders, payments, customer service requests, returns, and warranty claims are reviewed and processed by our team members. While we use standard e-commerce tools for website functionality and payment processing, all business decisions about your orders and account are made by real people.

If you have any concerns about how your personal data is processed, please contact us at sar@shop4electrical.co.uk.

15. Changes to This Policy

We may update this policy to reflect changes in our practices or legal requirements. We'll notify you of significant changes by:

  • Posting the updated policy on our website
  • Sending email notification to registered customers
  • Updating the "Last Updated" date

Continued use of our website after changes indicates acceptance of the updated policy.

16. Contact Us

For any questions about this privacy policy or our data practices:

Email: sar@shop4electrical.co.uk
Phone: 0330 555 0160
Post: Shop4 Electrical, Unit 2, Ellis Way, Questor, Dartford, Kent, DA1 1JX

Data Protection Queries: For specific data protection matters, please mark your communication "Data Protection Request" so we can prioritise your enquiry.


This privacy policy was last updated on 07/08/2025 and is effective from 07/08/2025.