This page is designed to provide you with information about how we use the personal data and information that you provide to us during your use of the ao.com website or mobile app and any communication (for example telephone) made between us relating to such use.
AO Retail Limited is the data controller of the information you provide. AO Retail Limited (t/a ao.com) is a company registered in England and Wales with registered number 03914998. We are part of the AO World PLC group of companies and our registered office address is 5A Parklands, Lostock, Bolton, BL6 4SD.
The information we collect when you place an order with us includes: name, address and telephone numbers. On occasion, we may also require further documentation which will act as proof of identity for prevention of fraud purposes and for purchasing age restricted products. Through your product reviews or surveys you may provide us further personal data including family size, affluence, gender or we may collect such data from third party data aggregators. Further we may have images of you if you use Olapic, profiling data technical information about your internet connection and browser as well as the country and telephone code where your computer is located, the web pages viewed during your visit, the advertisements you clicked to, IP addresses and cookies.
We only collect, keep, use or share your information for genuine business purposes, when you’ve approved us to do so, or when we’re obliged to legally. There are a few reasons why we use your personal details:
For ao.com to be allowed to process your personal data, we must have a legal basis for the processing. The data protection legislation sets out what these bases are. We have described below the different bases that we rely on and provided examples of the processing.
There are some contractual reasons why we have to process your personal data. When you buy a product on our website, it creates a contract between us. We need to process the personal data that you provide in order to fulfil our part of the contract. If you do not provide your details we won’t be able to complete your order.
Sometimes we are required to process the personal data that we hold about you for legal reasons - for example, if you buy a product which is age restricted or if there is a product recall.
We also rely on being able to process your personal data on the basis that it is in our legitimate interests. When we do this we will always consider your interests and balance any positive or negative impact relating to such processing and your legal rights relating to data protection. The legitimate interests of ao.com do not automatically override your interests.
If you do not want us to process any of the personal data we have listed as being processed for legitimate purposes, you have the right to object. For more information see the section below relating to your rights. Please note that if you object we may still continue to process your personal data in certain circumstances. Please also remember that if we can’t process your personal data for these purposes your customer experience may not be as enjoyable.
Our legitimate interests include:
In some cases, we will ask whether you would like us to process your personal data. For example, when an item is out of stock and you provide your telephone number for us to call to discuss available alternatives or notify you when the out of stock item becomes available. We also ask for your consent to processing if you enter into a competition.
If you provide us with consent, you may withdraw it at any time by contacting us.
We may contact you by telephone shortly after your purchase to discuss your delivery and make sure that it all goes smoothly for you. We may also offer you other services which relate to the products that you have purchased. If you decide not to purchase a product protection plan on such call we may contact you around the expiry of the manufacturer’s guarantee to see whether this would then be of interest to you. If you do not wish to receive these calls, please contact us by phone, email or post.
We may also contact you when an item is out of stock and you have requested to discuss available alternatives or notify you when the out of stock item becomes available.
We like to be able to keep you up to date with news, offers and promotions, but you can opt out of receiving email and text messages from us at any time. To do this, you can click the unsubscribe box that appears on the order confirmation page when you place an order, click on the “unsubscribe” link on the bottom of any of our unsolicited marketing emails, or contact our contact centre. It may take a couple of days for all of our systems to update, so bear with us whilst we process your request. Please note, if you submit information but there is an error or delay in processing, we may use the details you've submitted to contact you to complete your order.
If you rent one of our products, we may contact you prior to your payment due date to remind about your upcoming payment.
If you fail to make payments in line with the rental agreement, we may contact you via telephone, SMS, email and post to ensure the arrears are cleared.
If you have asked us to notify you when an out of stock item becomes available, the email will not have an unsubscribe link in it as it is a single email notification. Unsubscribing from marketing will not affect your ability to receive an out of stock notification.
Should you wish to review our products or services, we may contact you after leaving the review.
If you get in touch by email or live chat to ask a question about your order or our services, we’ll keep a record of your emails and our responses. This helps us to resolve any problems, and to answer your query quickly and easily if you need to get in touch again. It also helps us to check our advisors have all the training they need to give you the best possible help. Your telephone calls to AO may also be recorded for training and regulatory purposes.
We share your information in very limited circumstances set out below:
We’ll never sell your information. We’ll always comply with all relevant data protection legislation (including the General Data Protection Regulation).
We sometimes share anonymised information and analytics with third parties but not in a way that they could identify you as an individual.
We use third party payment service providers which are integrated into our website. When you pay using one of these methods e.g. PayPal, you are redirected to the provider’s portal. Your use of these services are subject to the terms and conditions (and privacy policies) of the payment providers.
ao.com may transfer your personal data outside of the European Economic Area. This will only be as a result of our service providers being based outside of this area e.g. cloud hosting service providers such as Amazon Web Services or Microsoft Azure. We will always ensure that such providers are in a country that has been assessed to provide adequate protection to personal data by the European Commission, or if the service provider signs a contract with us which contains the relevant protections for you; for example, if a company is based in the United States of America and has signed up to the Privacy Shield we may also send personal data to them for the limited purposes referred to above.
We will only keep your personal data for as long as it remains necessary in line with the reason that we collected it from you and to meet any legal requirements (such as resolving a dispute). The time that the personal data is kept for is called the retention period. We retain your personal data relating to the purchase of your products for a period of 10 years after your purchase. This is in line with certain product liability provisions under the Consumer Protection Act 1987.
If you call or message our contact centre with an enquiry (but do not place an order) we will keep your personal data for one month.
If you ask us to notify you about an out of stock item, we will do so if it becomes available within one month of your request.
If you receive marketing emails and SMS from us and have not unsubscribed from these messages we will continue to process your personal data for this purpose for a maximum period of four years. You may ask us to stop processing for this purpose at any time.
If you are not an existing customer and you sign up to the “AO Fans” feature in the event that we do not decide to introduce this service then your data will be stored for a period of 6 months.
You have a set of legal rights in relation to your personal data. These rights are to ensure that you are in control of how your personal data is used by organisations. We have provided a summary of your rights below:
If you would like to exercise any of your rights, please contact us at [email protected]
If you ask us to no longer send you any marketing (by email or SMS) please allow 48 hours for your request to be processed in our system. You can unsubscribe from email and SMS by clicking on the buttons in the When we’ll contact you section above. If you do not wish to receive calls relating to product protection plans, please contact us by phone, email or post. If you ask for us not to call you for marketing purposes, please allow 48 hours for us to action this request.
Creating an account with AO gives you the ability to check out more quickly by allowing us to remember your delivery address and payment information, so you don’t have to re-enter those details every time. You can save a number of addresses and payment options, along with your contact telephone numbers.
We do our part in protecting your account by strongly hashing your password using modern ciphers and cryptographic patterns. Our staff have no way of accessing your password.
In addition, your card details will never be sent, or stored on our platforms. Instead, your details are managed and protected by a dedicated E-commerce credit card payment management company.
It’s important that you also take responsibility for protecting your account information. Make sure your password is suitably complex, don’t share it with others, and try not to use the same one for lots of online accounts. Never send your password by email – we’ll never ask you to do so. We won’t ask you for your password information over the ‘phone; but we can advise you on how to reset it.
It’s a good idea to reset online passwords occasionally, and you can do so through the My Account area. If you think anyone has accessed your account information without your approval, contact us to let us know.
We may also send your information to Equifax who will act as a credit reference agency (CRA). For more information on how Equifax will use your data please see https://www.equifax.co.uk/crain.html.
If you choose to purchase by using finance. The payment option is provided by our chosen partner, NewDay Ltd.
We've teamed up with NewDay Ltd to offer you an option to pay on finance. NewDay Ltd provides a credit amount which can be spent on ao.com. As part of the process an eligibility check will be completed, this will not leave a footprint on your credit file. If the check is successful you will then need to complete a full credit check.
If your application is successful, you will enter into a Credit Agreement with NewDay Ltd. At this point you will be allocated a credit limit tailored to your personal circumstances, this will be the amount of money you will be able to spend on our site. If your application is unsuccessful as a result of the automated decision you can request that it is reviewed by an individual at NewDay and that your application is reconsidered.
NewDay Ltd of 7 Handyside Street, London, N1C 4DA is authorised and regulated by the Financial Conduct Authority under registration number 690292.
AO Retail Limited of 5a Parklands, Lostock, Bolton BL6 4SD is acting as a credit broker for NewDay Ltd.
If NewDay are unable to offer you this service we may contact you via telephone or email with alternative proposals on how you may be able to obtain the product you wish to purchase or a similar product.
If you decide to rent one of our products we may collect further information such as your date of birth and bank details along with proof of identity.
We rely on your consent for the purposes of undertaking the checks necessary before entering a rental agreement with you.
We may process this information to maintain the rental agreement & to ensure affordability prior to renting one of our products.
We may contact you prior to your payment due date to remind about your upcoming payment.
If you fail to make payments in line with the rental agreement, we may contact you via telephone, SMS, email and post to ensure the arrears are cleared.
If we contact you during this process and we feel that you may be considered a vulnerable individual we may need to ask you for sensitive information and may require medical information from you. We will always request consent when processing information regarding vulnerable customers.
We will share your information with your local authority and with Equifax who will act as a credit reference agency. We will also need to share your information to complete anti-money laundering checks.
We would retain your data for 6 years following the termination of your rental agreement.
If you are not happy with the way in which we have dealt with your personal data or your enquiries relating to that personal data, it is your right to make a complaint to the data protection regulator. The regulator is the Information Commissioner’s Office. You can find more detail at www.ico.org.uk.
We’re always looking for new ways to improve your shopping experience with us, that’s why we love hearing from you. If you have any questions about how we use your personal data or if you’d like to amend or stop us from processing your data (for marketing purposes), please contact us. You can get in touch by giving our friendly contact centre a call on 0161 470 1200 or you can write to us at our registered office address - 5A Parklands, Lostock, Bolton, BL6 4SD.
We have appointed a Data Protection Officer (DPO). You may contact the DPO by writing to us at the registered office address set out above or by emailing [email protected].
Your privacy is important to us which is why we’ve ensured every part of our site uses secure connections. Look for the green padlock in the address bar and the letters ‘https’, as these should always be present when browsing our site.
We only take orders through web browsers that allow communication through Secure Socket Layer (SSL) technology. There’s no way you can order through an unsecured connection.
To keep you safe, we gain accreditation from the Payment Card Industry (PCI) every year. This third-party certification certifies that we take appropriate precautions to make sure your details are kept safe. This covers everything from ensuring our teams are well trained in the security risks and vulnerabilities today, to implementing security compliant IT solutions. More information regarding this security standard can be found here: https://www.pcisecuritystandards.org/pci_security/.
For extra security, you’ll see our checkout uses Verified by Visa, Mastercard SecureCard and American Express Safekey, which safeguards you from unauthorised use of your cards. Once you've registered and created a password with your card issuer, you'll be prompted to provide this each time you check out.
We’re constantly monitoring and testing our IT systems and using the latest technology to identify potential vulnerabilities and attacks to provide a safe and secure shopping environment.
We maintain physical, electronic and procedural safeguards in connection with the collection, storage and disclosure of personal customer information. Our security procedures mean that we may occasionally request proof of identity before we disclose personal information to you.
We have put in place procedures to deal with any suspected personal data breach and will notify you and any applicable regulator of a breach where we are legally required to do so.
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