At Alphora, your privacy and the security of your personal data are our top priorities. This Privacy Policy details how we collect, use, store, and protect your information, in accordance with the UK GDPR, the Data Protection Act 2018, and global best security practices.

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1. Information We Collect

To provide an exceptional shopping experience and ensure efficient service delivery, we collect the following types of data:

• Personal Identification: Full name, billing/shipping addresses, email, and phone number.

• Financial Data: Payment information (such as credit card details) is processed directly by our encrypted payment partners; Alphora does not store sensitive card data on its internal servers.

• Technical and Browsing Data: IP address, browser type, operating system, mobile device identifiers, time zone, and browsing history on our platform (cookies).

• Interaction History: Records of orders placed, product preferences, wishlists, and communications with our customer support.

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2. Purpose of Data Processing

We use your information for specific and legitimate purposes, including:

1. Order Processing: Managing your account, validating payments, processing shipping, and facilitating returns or exchanges.

2. Service Communication: Sending updates about order status, security alerts, and administrative notifications.

3. Personalised Marketing: With your consent, we send offers, newsletters, and news based on your interests. You can unsubscribe at any time.

4. Continuous Improvement: Analysing browsing behaviour to optimise site layout, product selection, and technical performance.

5. Legal Compliance: Fulfilling applicable tax, legal, and regulatory obligations, such as VAT and financial reporting requirements.

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3. Sharing Information with Third Parties

Alphora does not sell your personal data. Sharing only occurs with strategic partners strictly necessary for operations, such as:

• Payment Processors: To enable secure financial transactions (e.g., Stripe, PayPal).

• Logistics Providers: To carry out physical delivery of purchased products.

• Marketing Tools: To manage email marketing and communication automations (e.g., Klaviyo, Mailchimp).

• Data Analytics: To monitor traffic metrics and user behaviour (e.g., Google Analytics).

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4. Data Security

We adopt rigorous technical and organisational measures to protect your data against unauthorised access, loss, destruction, or alteration:

• SSL Encryption: All transactions and data communications on our site are protected by Secure Socket Layer technology.

• Access Control: Only authorised and trained staff have access to data necessary for their specific functions.

• Monitoring: We perform constant scans on our systems to identify vulnerabilities and ensure platform integrity.

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5. Data Subject Rights (UK GDPR)

You are the owner of your data and, under UK law, have the following rights:

• Right of Access: Confirm the existence of data processing and access your information.

• Right to Rectification: Request the update of incomplete or inaccurate data.

• Right to Erasure: Request the deletion of data (the "right to be forgotten").

• Right to Portability: Request the transfer of your data to another service provider.

• Right to Object/Withdraw Consent: Cancel authorisations previously granted for marketing or object to processing based on legitimate interests.

To exercise any of these rights, contact our Data Protection Officer (DPO) via the email listed in the contact section.

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6. Cookies and Tracking Technologies

We use cookies to recognise your browser, learn about your interests, and provide essential features.

• Strictly Necessary Cookies: Essential for site functionality and security.

• Performance Cookies: Help us understand how visitors interact with pages.

• Marketing Cookies: Used to display relevant ads outside our site.

You can configure your browser to refuse cookies, though this may affect the functionality of some parts of the store.

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7. Data Retention

We retain your personal data only for as long as necessary to fulfil the purposes for which it was collected, including compliance with legal, contractual, or accounting obligations (such as HMRC requirements in the UK).

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8. Changes to this Policy

Alphora reserves the right to modify this policy at any time. Significant changes will be notified via email or a prominent notice on our homepage. We recommend periodic review of this document.

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9. Contact

If you have questions, concerns, or wish to make a request related to your privacy, our support team and Data Protection Officer are available at: CONTACT

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