Privacy Policy
What this Policy covers
The data controller is Mirage Cigarettes LTD (referred to in this policy as “we” or “us”).
This privacy policy:
• sets out the types of personal data that we collect
• explains how and why we collect and use your personal data
• explains when and why we will share personal data within our business and with other organisations; and
• explains the rights and choices you have when it comes to your personal data
This Policy applies to you if you use our services (referred to in this Policy as “our Services”). Using our Services means:
• shopping with us over the phone, or online or otherwise using our website
• being a member of the Mirage loyalty scheme (“Loyalty Scheme”)
• This Policy also applies if you contact us or we contact you about our Services
Parts of this Policy also apply to our store CCTV systems where they capture footage of you.
Some other parts of our business may need to collect and use personal data to provide you with their products and services and for certain other purposes. They have their own privacy policies that explain how they use your personal data.
Our Website may contain links to other websites operated by other organisations that have their own privacy policies. Please make sure you read the terms and conditions and privacy policy carefully before providing any personal data on a website as we do not accept any responsibility or liability for websites of other organisations.
Personal data we collect
This section tells you what personal data we may collect from you when you use our Services and what other personal data we may receive from other sources.
When you register for our Services, you may provide us with:
• Your personal details, including your postal and billing addresses, email addresses, phone numbers and date of birth and title
• Information relating to your membership of our Loyalty Scheme
• Your account login details, such as your username and the password that you have chosen
When you shop with us online or browse our Website, we may collect:
• Information about your online purchases (for example, what you have bought, when and where you bought it and how you paid for it)
• Information about your online browsing behaviour on our Website and information about when you click on one of our adverts (including those shown on other organisations’ websites)
• Information about any devices you have used to access our Services (including the make, model and operating system, IP address, browser type and mobile device identifiers)
When you use our Loyalty Scheme to shop with us, or use Loyalty Scheme vouchers, we may collect:
• Transaction information, including the in-store and online purchases you earn Loyalty Scheme points for and how you use your Loyalty Scheme points or vouchers within our business
When you contact us or we contact you or you take part in promotions, competitions, surveys or reviews about our Services, we may collect:
• Personal data you provide about yourself anytime you contact us about our Services (for example, your name, username and contact details), including by phone, email or post or when you speak with us through social media
• Details of the emails and other digital communications we send to you that you open, including any links in them that you click on
• Your feedback and contributions to customer surveys or reviews
When you visit our stores:
• We may collect information about your store purchases (for example, what you have bought, when and where you bought it and how you paid for it) if you are a member of our Loyalty Scheme
• Footage of you may be recorded on our CCTV systems
How and why we use personal data
This section explains how and why we use personal data. We use personal data to:
Make our Services available to you
This means that processing your personal data allows us to:
• Manage the accounts you hold with us, including your Loyalty Scheme customer account
• Process your orders and refunds
We need to process your personal data so that we can manage your customer accounts, provide you with the goods you want to buy and help you with any orders and refunds you may request.
Manage and improve our day-to-day operations
• Manage and improve our Website
Why do we process your personal data in this way?
We use cookies and similar technologies on our Website to improve your customer experience.
Some cookies are necessary so you should not disable these if you want to be able to use all the features of our Website. You can disable other cookies but this may affect your customer experience. For more information about cookies and how you can disable them, see the cookies section.
• Help to develop and improve our product range, services, stores, information technology systems, know-how and the way we communicate with you
Why do we process your personal data in this way?
We rely on the use of personal data to carry out market research and internal research and development, and to improve our information technology systems, security and our product range, services and stores. This allows us to serve you better as a customer.
• Detect and prevent fraud or other crime
Why do we process your personal data in this way?
It is important for us to monitor how our Services are used to detect and prevent fraud, other crimes and the misuse of services. This helps us to make sure that you can safely use our Services.
Personalise your Mirage experience
• Use your online browsing behaviour as well as your in-store and online purchases (including Loyalty Scheme transactions) to help us better understand you as a customer and provide you with personalised offers and services.
Why do we process your personal data in this way?
Looking at your browsing behaviour and purchases allows us to personalise our offers and services for you. This helps us meet your needs as a customer.
• Provide you with relevant marketing communications (including by email, post or online advertising), relating to our products and services. As part of this, online advertising may be displayed on our website and online media channels. We may also measure the effectiveness of our marketing communications.
Why do we process your personal data in this way?
To provide you with marketing communications, including online advertising, that are relevant to your interests. To achieve this, we also measure your responses to marketing communications relating to products and services we offer, which means we offer you products and services that better meet your needs as a customer.
You can change your marketing choices, both when you register with us, and at any time after that. You also have choices when it comes to online advertising. We set out below your choices when it comes to cookies, and how you can control your online advertising preferences.
Contact and interact with you
• Contact you about our Services, for example by phone, email or post or by responding to social media posts that you have directed at us.
Why do we process your personal data in this way?
We want to serve you better as a customer, so we use personal data to provide clarification or assistance in response to your communications
• Manage promotions and competitions you take part in
Why do we process your personal data in this way?
We need to process your personal data so that we can manage the promotions and competitions you choose to enter.
• Invite you to take part in and manage customer surveys, reviews and other market research activities carried out by Mirage and by other organisations on our behalf.
Why do we process your personal data in this way?
We carry out market research to improve our Services. However, if we contact you about this, you do not have to take part in the activities. If you tell us that you do not want us to contact you for market research, we will respect this choice. This will not affect your ability to use our Services or your Loyalty Scheme membership.
Claims
• In order to resolve legal claims or disputes involving you or us.
Why do we process your personal data in this way?
For example, if you have any accident or there is an incident at our stores. This could include medical reports.
CCTV
• To monitor the safety of our stores in order to prevent and detect crime and anti-social behaviour.
Why do we process your personal data in this way?
In order to protect our business, the local community, customers and colleagues.
To help us to better understand you as a customer and to be able to provide you with services and marketing communications, including online advertising, that are relevant to your interests we also combine personal data we collect when you make purchases in-store using our Loyalty Scheme with personal data collected from our Website.
Legal Basis
In relation to the headings mentioned in the section above (“how and why we use your personal data”), our legal basis for processing your personal data is:
Make our Services available to you
Legal Basis:
• Contractual Necessity – at the time we collect it:
o Purchase & transaction data;
o Contact details;
o Profile details;
o Delivery/collection details.
We will not be able to provide you with your products or services if you do not provide us with this data.
• Legitimate Interests - following fulfilment of your order for the other personal data in that section.
Manage and improve our day-to-day operations
Legal Basis:
• Legitimate Interests.
Personalise your Mirage experience
Legal Basis:
• Legitimate Interests.
Contact and interact with you
Legal Basis:
• Legitimate Interests.
Claims
Legal Basis:
• Bringing or Defending Legal Claims.
CCTV
Legal Basis:
• Legitimate Interests.
Our Legitimate Interests in using your personal data
Where we have mentioned above our use of your personal data is based on our “legitimate interests”, these are:
• to service our customers’ needs, including delivering our products and services;
• to promote and market our products and services;
• to service your account (such as your Loyalty Scheme account), manage complaints and resolve any disputes;
• to understand our customers including their patterns, behaviours as well as their likes and dislikes;
• to protect and support our business, colleagues and customers;
• to prevent and detect anti-social behaviour, fraud and other crime;
• to test and develop new products and services as well as improve existing ones.
Sharing personal data with Service Providers
We work with carefully selected Service Providers that carry out certain functions on our behalf. These include, for example, companies that help us with technology services, storing, combining and analysing data, processing payments, provide us with legal or other professional services as well as delivering orders. We only share personal data that enable our Service Providers to provide their services.
Some of the Service Providers we work with operate online media channels, and they may place relevant online advertising for our products and services on those online media channels on our behalf. For example, you may see an advert for our products and services as you use a particular social media site.
Examples of our Service Providers include Fusemetrix, Facebook, PayPal, WorldPay, Payment Sense and 123 Send.
Sharing personal data with other organisations
This section explains how and why we share personal data with other organisations.
We may share personal data with other organisations in the following circumstances:
• if the law or a public authority says we must share the personal data or for the administration of justice;
• if we need to share personal data in order to establish, exercise or defend our legal rights (this includes providing personal data to others for the purposes of preventing fraud);
• where we restructure, sell or transfer our business (or a part of it). For example, in connection with a takeover or merger.
How we protect personal data
We know how important it is to protect and manage your personal data. This section sets out some of the measures we have in place.
• We apply physical, electronic and procedural safeguards in connection with the collection, storage and disclosure of personal data;
• We protect the security of your information while it is being transmitted by encrypting it;
• We use computer safeguards such as firewalls and data encryption to keep this data safe;
• We only authorise access to employees and trusted partners who need it to carry out their responsibilities;
• We regularly monitor our systems for possible vulnerabilities and attacks, and we carry out penetration testing to identify ways to further strengthen security;
• We will ask for proof of identity before we share your personal data with you; and
• We will reveal only the last four digits of your payment card number when confirming an order.
• Whilst we take appropriate technical and organisational measures to safeguard your personal data, it is important that you keep your login details and devices protected from unauthorised access.
How long we use personal data for
We will not keep your personal data longer than we need to, how long this is depends on several factors, including:
• Why we collected it in the first place;
• How old it is;
• Whether there is a legal/regulatory reason for us to keep it;
• Whether we need it to protect you or us.
Marketing and Market Research
This section explains the choices you have when it comes to receiving marketing communications and taking part in market research.
We may send you relevant offers and news about our products and services in a number of ways including by email, but only if you have previously agreed to receive these marketing communications. When you register with us we will ask if you would like to receive marketing communications, and you can change your marketing choices at any time online, by logging into your account and updating your contact preferences, clicking the unsubscribe link in the footer of any marketing email, over the phone or in writing.
Cookies and similar technologies
We use cookies and similar technologies, such as tags and pixels (“Cookies”), to personalise and improve your customer experience as you use our Website and to provide you with relevant online advertising. This section provides more information about Cookies, including how we use them and how you can exercise your choices about our use of Cookies.
How we use Cookies
Cookies are small text files containing a unique identifier, which are stored on your computer or mobile device so that your device can be recognised when you are using a particular website or mobile app. They can be used only for the duration of your visit or they can be used to measure how you interact with services and content over time. Cookies help to provide important features and functionality on our Websites and Mobile Apps, and to improve your customer experience.
When you consent to Cookies on our Services, these may be used to do the following:
Improve the way our Website works
Cookies allow us to improve the way our Website works so that we can personalise your experience and allow you to use many of its useful features.
For example, we use Cookies so we can remember your preferences and the contents of your shopping basket when you return to our Website.
Improve the performance of our Website
Cookies can help us to understand how our Website is being used, for example, by telling us if you get an error messages as you browse.
These Cookies collect data that is mostly aggregated and anonymous.
Deliver relevant online advertising, including via social media
We use Cookies to help us deliver online advertising that we believe is most relevant to you on our Website and using social media.
These Cookies may collect information about your online behaviour, such as your IP address, the website you arrived from and information about your purchase history or the content of your shopping basket. This means that you may see our adverts on our Website and on other organisations’ websites. You may also see adverts for other organisations on our Websites.
To help us to deliver online advertising that is relevant to you, we may also combine data we collect through Cookies in the browser of your desktop computer or other devices with other data that we have collected, for example your use of the Loyalty Scheme and in-store purchases.
Measuring the effectiveness of our marketing communications, including online advertising
Cookies can tell us if you have seen a specific advert, and how long it has been since you have seen it. This information allows us to measure the effectiveness of our online advertising campaigns and control the number of times you are shown an advert.
We also use Cookies to measure the effectiveness of our marketing communications, for example by telling us if you have opened a marketing email that we have sent you.
Third parties operating through our website
Social media
To market to you via social media platforms and to enable social sharing and engagement on our website. These companies may use your data for their own purposes, including to profile and target you with other advertising.
Your choices regarding Cookies
Web browser cookies
You can use your browser settings to accept or reject new Cookies and to delete existing Cookies. You can also set your browser to notify you each time new Cookies are placed on your computer or other device. You can find more detailed information about how you can manage Cookies through your browser’s help function.
If you choose to disable some or all Cookies, you may not be able to make full use of our Websites. For example, you may not be able to add items to your shopping basket, proceed to checkout, or use any of our products and services that require you to sign in.
You can also manage advertising related Cookies used on our Services by opting-out through the Service Providers listed in the table above.
Subject Access Rights
You have the right to see the personal data we hold about you. This is called a Subject Access Request.
If you would like a copy of the personal data we hold about you, please write to:
Mirage Vape Stores
Head Office
F.A.O. Data Protection
48-50 Broadfield Road
Sheffield
S8 0XJ
You can also email us at info@mirage.co.uk
Other data protection rights
In relation to your personal data, you also have the right to:
• have inaccurate information corrected:
if you believe we hold inaccurate or missing information, please let us know and we will correct it.
• object to our use of it:
o general objection - We will then consider your objection to our use of your personal data. If on balance, your rights outweigh our interests in using your personal data, then we will at your request either restrict our use of it (see section 3 below) or delete it (see section 4 below).
o objection in relation to direct marketing - If you make such an objection, we will stop using your personal data for direct marketing purposes.
• restrict our use of it:
There are several situations when you can restrict our use of your personal data, this includes (but is not limited to):
o you have successfully made a general objection (listed in section 2 above).
o you are challenging the accuracy of the personal data we hold.
o we have used your personal data unlawfully, but you do not want us to delete it.
• have us delete it:
There are several situations when you can have us delete your personal data, this includes (but is not limited to):
o we no longer need to keep your personal data;
o you have successfully made a general objection (listed in section 2 above);
o you have withdrawn your consent to us using your personal data (and we do not have any other grounds to use it);
o we have unlawfully processed your personal data
• have us transfer or "port" a copy of it:
If you would like an electronic port or transfer of your data in Excel format, please submit a Subject Access Request as above and ask us to include this as part of the request.
• complain to the data protection regulator:
We’d like the chance to resolve any complaints you have, however you also have the right to complain to the UK data protection regulator (the "ICO") about how we have used your personal data. Their website is https://ico.org.uk/your-data-matters/raising-concerns/.
Their website also contains useful information about your privacy rights https://ico.org.uk/for-organisations/resources-and-support/your-data-matters
How to contact us
If you have any further questions about how we collect, store and use personal data, please contact us.
Phone: 01142508908
Email: info@mirage.co.uk
Mail: Mirage Vape Stores
Head Office
48-50 Broadfield Road
Sheffield
S8 0XJ
