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Action respects your privacy. We treat the data you share with us with the utmost care. You can read more about how we do so in this Privacy Statement.
Together with Action Nederland B.V. (stores), Action Service & Distributie B.V. (headquarters and distribution centres) is the controller for processing your personal data as set out in this Privacy Statement. Action Service & Distributie B.V. defines the measures that Action takes to process your personal data pursuant to the applicable legislation.
This Privacy Statement provides you with information on the personal data Action processes when you visit our stores or website (www.action.com) or use the Action app or the My Action programme.
When you make a purchase in one of our Action stores, your payment details will be processed by our payment service (Adyen B.V.). At Action, you can pay for products in various ways. The data that will be processed depends on the payment method chosen. Such data includes the transaction, the payment method and the store in which you made the payment. This data will be used to process the payment prior to the purchase so we can execute the agreement with you.
Your payment details may also be used to recognise and detect fraud. We have a legitimate interest to process your personal data for such purposes.
Furthermore, we may also use said data for analytics purposes at an aggregated level. We have a legitimate interest to use your personal data for such purposes, as this allows us to understand how our customers use our services and subsequently improve and optimise them.
In order to fulfil our legal obligation, we store the details of your purchases and your payment details for seven years.
You may also place orders in our Action stores if you would like to buy large numbers of our products. We require your name and telephone number so we can keep you informed of your order status and prepare the order. We process this data when drawing up the sales contract with you. and store it until you have picked up your order.
If you require a VAT receipt for your (business) records, you can request such a receipt while making your payment in-store. When creating VAT receipts, we are legally obliged to ask for your company's VAT number and address as well as your contact details (including your name and telephone number). As we have a legitimate interest in ensuring we maintain a thorough and orderly structure in our records, we may also create a profile for you in our system. We will then link all VAT receipts we have created for you to this profile. In order to fulfil our legal obligation, we store this profile (if applicable) and your VAT receipts for a maximum of 10 years.
Providing personal data for this purpose is not mandatory. If you do not provide any personal data, we will not be able to process your order and will not be able to create any VAT receipts for you.
In some Action stores, we offer Click & Collect and/or Shopping by appointment. These services may not be available in your country or region.
Click & Collect
Using the Click & Collect service, you can reserve products directly on our website and pick up and pay for them during a specific time slot at a store offering this service.
We require your name, telephone number, email address and town or city to register your Click & Collect selections, confirm receipt of your order and keep you informed of the progress of your order. We process this data when drawing up the sales contract with you.
We store your personal data for one month following the delivery of your Click & Collect order. Your data will be anonymised once this period has expired and we will no longer be able to associate the data to you.
You can also log in to My Action to use the Click & Collect service. If you do this, we will use the contact details available in My Action for your Click & Collect order and you will only need to enter your phone number and town or city to confirm the order.
If you use Click & Collect while logged in to My Action, you will be able to view your Click & Collect orders under Purchases & Reservations. For more information about My Action, see 1.3.1. (My Action).
Shopping by appointment
When using the Shopping by appointment service, you can make an appointment on our website so you can visit an Action store during a specific time slot. We require your name and email address to register your shopping appointment, confirm receipt of your order and inform you of any changes to your appointment. We process this data when preparing to welcome you in the stores and for drawing up a sales contract with you. We also record this data as we wish to welcome the permitted number of customers in our stores safely. To this end, we have a legitimate interest to record appointments and communicate any important information or changes so we can ensure the health and safety of our customers and store employees.
Once you have left the store, your personal data will be stored for 14 days and then anonymised. We will then no longer be able to associate the data to you.
Our Customer Service team is at your disposal to answer any questions and resolve complaints. You can reach them by telephone, on our website or social media channels, and at the Customer Service counters in our stores. If you have a question or issue you would like to raise, we will ask you for your name, email address, telephone number and any other information that is necessary for dealing with your question or complaint. We believe that we have a legitimate interest to process your personal data for this purpose. We want to respond to and resolve your questions and complaints in a friendly and timely manner and will also keep you informed of the status of your question or complaint. This is part of our service and the Action customer experience.
After your question or complaint has been dealt with, we store your data for a maximum of two years unless the nature of the question or complaint requires us to store the data for longer.
Providing us with this personal data is not mandatory. If you do not provide any personal data, we may not be able to process or respond to your question or complaint.
Recording telephone calls
When you call Action Customer Service, the call may be recorded. You will be informed of this before your call is answered and will have the opportunity to hang up.
We record calls in order to guarantee call quality and improve our services offered over the phone with the aim of providing callers with even better support. We use recordings for the following purposes: coaching, training, supervision, monitoring the quality of conversations and/or assessing our staff.
Only necessary data will be logged and stored for the period required for this purpose. Any call data recorded will not be used for any other purposes unless we are obliged to do so in order to comply with a legal obligation.
The legal basis for recording the telephone calls between employees of Action's Service & Customer Service department and customers calling the Service & Customer Service department is Action's legitimate interest in being able to carry out the aforementioned activities correctly.
The recordings will be kept for a maximum of three months, after which they will be deleted automatically.
All our stores are fitted with cameras. We have a legitimate interest to ensure your safety as well as that of our employees and products.
We store our camera images pursuant to the requirements set out in local legislation. This may be for shorter or longer periods, depending on the country, up to a maximum of 30 days, unless there are legitimate reasons (such as a police investigation) to store the images for longer.
We have drawn up a brochure on the processing of personal data by cameras in the self-service checkouts. This brochure is available both online and in hard copy in our stores that have cameras at self-service check-out points. This processing only occurs in some countries. If this processing is applicable at stores in the country that correspond to the Privacy Statement you are viewing, a link to the brochure will appear here: brochure.
Action uses cookies and other techniques on its website to optimise your user experience. Cookies are small information files that are saved on the device used (such as a computer, mobile phone or tablet) when visiting our website. Action uses different types of cookies. If you would like to know which cookies we use, please see our Cookie Statement .
Removing or disabling cookies
You can disable our cookies, though you should bear in mind that you may not be able to make full use of all the features on our website. You can read how to disable or remove cookies using the following links:
Our website contains links to other websites such as Facebook, LinkedIn and Instagram. This Privacy Statement only applies to our website. We recommend that you also read the privacy statements of any other relevant websites.
You can order products in the Action webshop and have them delivered straight to your door. When you place an order in our webshop, we process your name, address, email address and telephone number. We process this data to execute the agreement you have entered into with us, to enable us to send you the products ordered and keep you informed of your order's progress.
Your payment details will also be processed by our payment service provider (Adyen B.V.) when you place an order in our webshop. Such data includes the transaction, payment method and the IP address of your mobile device or computer. This data will be used to process the payment prior to the order so we can execute the agreement with you
Your payment details may also be used to recognise and detect fraud. We have a legitimate interest in processing your data for these purposes, so we can prevent fraud and other misuse of our services.
We store the details of your order and your payment details for seven years in order to fulfil our legal obligation.
If you have seen products you like on the Action website, you can add such products to your wish list. You can print your wish list out and take it with you to the store or simply send it to yourself by email. We want to make shopping at Action as enjoyable as possible and help you find the products that suit you. We also have a legitimate interest to process your email address so we can send you your wish list. We store your email address for one week after sending you your wish list.
You can use the Action app to search for products, view weekly promotional products, locate your nearest store, and more. You can use the Action app irrespective of whether you have signed up to the My Action programme or not.
Cookies and other techniques
The Action app uses cookies and other technologies to optimise your user experience. This includes functional cookies to ensure the Action app works properly, and analytical cookies to understand how users experience and use the Action app. We do not process personal data when installing functional or analytical cookies.
Furthermore, based on your consent, we may also install marketing cookies to personalise the Action app and our communications based on the products you view, search for or scan in the Action app. If you would like to know more about the cookies we use, please see our Cookie Statement.
Newsletters
If you would like to receive all the latest news about our products, offers, and tips and trends, you are welcome to subscribe to our Action newsletters.
We believe it is important to communicate with our customers in a personal and relevant way. As such, we like to personalise the newsletter based on your data and interactions. When you sign up for our newsletters, you grant us your permission to use your email address to send you personalised newsletters and other promotional emails
We may process the following data to do so:
If you are a member of the My Action programme (see 1.3.1) and you have also signed up for the newsletter, we may also use your personal data, details about your use of the website and app, participation in the My Action programme and in-store purchases to further tailor the newsletter to your preferences. In this case, we will personalise the newsletter based on your consent for personalisation that you gave when you created your account, unless you have since withdrawn your consent for personalisation in your My Action account.
You have the option to unsubscribe with each newsletter you receive. When you unsubscribe from the newsletter, it may take us up to two weeks to fully process your opt-out request.
Transactional emails
Alongside newsletters, we also send transactional emails. These are non-commercial emails that we send you to inform you about your interactions with us.
Such emails include order confirmations, account verification and/or password reset emails or emails containing important information, such as changes to our terms and conditions.
We send these emails as we believe it is important to offer our customers a high-quality service, which involves communicating essential information as clearly as possible. We therefore have a legitimate interest to send such transactional emails. In order to avoid unwanted emails, we will always consider the purpose of the communication and only communicate essential information relating to your interactions with us.
Other optional emails
Action may contact you in certain cases (based on your purchases, for example) with relevant questions or information about a purchase. We do so in order to guarantee the quality of our products and service or to present you with information you may find relevant. If you do not wish (or no longer wish) to receive such communications, you may unsubscribe at any time using the option to do so at the bottom of each email. You can also disable all forms of personalisation, including such emails, in your account by deselecting the personalisation option in your account.
Action uses social media to keep you informed of the latest products and promotional campaigns. You can follow us on platforms such as Facebook, Twitter, Instagram, LinkedIn, Pinterest, TikTok, and YouTube. While Action does not require you to consent to terms and conditions for using social media, you will have to give your consent to the terms and conditions of the social media platform in question.
Action uses advertising opportunities on social media platforms. We show you adverts based on data that the social media platforms collect with your consent. Such data may include the fact that you follow us, are interested in our products or live in a certain region. Action has no control over which data social media platforms collect about you. The terms and conditions (including the privacy statement) under which your data is collected are stated on the websites of the social media platforms.
If you have provided your consent when subscribing to our newsletters or in your My Action account, we will match the email address where you receive our newsletter with the email address that you use on social media platforms such as Facebook, Instagram, Pinterest, TikTok or Google. This will take place in an encrypted, anonymised manner, meaning we will not give your email address to such social media platforms. A match will only occur if you use the same email address on such social media platforms. We will then be able to show you relevant adverts or make sure that you don't see adverts that you don't find interesting. If you have not given your consent, we will not take any action.
When you take part in Action's Scratch and Win offer, the CustomerID and TransactionID are processed to determine which customer has won. The CustomerID is a unique number linked to a person and is recognised in Action's systems. The TransactionID is a unique number used with Scratch and Win to distinguish purchases from each other.
Action passes this number onto a third party, which then selects the winner. Both Action and the third party only use the CustomerID for Scratch and Win for this purpose.
You can create a My Action account on our website or in the app, and you can also sign up to the My Action programme.
It is not possible to sign up to the My Action programme without providing your personal data. It goes without saying that you are not obliged to create a My Action account or sign up to the My Action programme.
My Action account
By creating an account for the My Action programme, you can benefit from a number of features. These include the following:
In order to register and manage your My Action account, we process your name, email address, password and date of birth. In addition, we also collect technical data such as the registration date, the last log-in date, and the geolocation of the log-in (based on the IP address). We process this personal data to enable the use of My Action and the technical platform in order to execute our agreement with you. We will also process your location, which is determined by your phone (via GPS or WPS), if you have given your consent on your phone for us to do so. We process this data to determine your distance from your nearest Action store when you run such a search.
We can also use your location data for advertising optimisation, such as being able to send targeted newsletters adapted to your nearest Action store.
The personal data stored after registering for a My Action account will be kept for as long as your account is active.
If you do not use your account for more than one year, we will contact you to ask whether you still wish to keep your account. If we do not receive a response from you, we will deactivate your account. You can also have your account deactivated by contacting the Action Customer Service team.
Digital loyalty card
When creating an account, you will receive a digital loyalty card in your account in the Action app (if you are aged 16 or older). When you scan your digital loyalty card while making purchases at Action, you benefit from a number of additional advantages. These include the following:
When you use your digital loyalty card, we process data concerning your in-store purchases. We process this data because it is necessary to enable the use of the My Action programme and in order to execute our agreement with you.
Personalisation
When you participate in the My Action programme, we may also use your data to personalise your user experience, for example, by tailoring the content of the website and the app to your interests and sending you personal messages or short questions through the app
To personalise the user experience, we use personal information such as your name, age, and your use of the website and the Action app, by means of cookies and other trackers (see also our Cookie Statement) as well as your purchases and online orders (such as Click & Collect).
We can also use in-store transmitters to determine the distance between your phone and the transmitter. Action uses this to determine your location in-store and to be able to connect your online behaviour with your shopping behaviour in-store (to determine if you have come into a store following an online advertisement, for example).
You also have the option to share your wish list with us. The offer terms and conditions are shown during the promotion in the app or on the website. We can also use this information to run promotions in which depending on the promotion you may be able to win products. By sharing your wish list, you also make the products on your list available for the personalisation analyses described above, which allow us to personalise our product experience even further by tailoring the content of the website, newsletter and app to your interests.
We may also use this data to personalise our newsletters (see 1.2.5. Email communication).
When you create a My Action account, you consent to the use of your data for personalisation purposes. You can change your consent for personalisation at any time in your My Action account.
Analysis
We may also use your data within My Action for analysis purposes at an aggregated level. We do this based on our legitimate interest to understand how our customers use our services so that we can then improve and optimise them.
Action runs promotional campaigns, such as promotional games, competitions and price-drop campaigns, on a regular basis. When you take part in a campaign or competition, it is important for us to know who is taking part. In order to register and/or confirm your participation and to be able to send you any prizes you may win, we need some information about you (your name, address and email address).
Depending on the campaign, we also process information relating to your participation, such as scores or answers to a competition question, wish lists, purchases or digital vouchers. We process your personal data based on your consent.
Providing your personal data for this purpose is not mandatory. If you do not provide this personal data, however, it will not be possible to process your participation in the campaign.
If you take part in a campaign but do not have a My Action account, we will store your data relating to your participation in order to send you any prizes you may win or answer any questions about the campaign. We will store your data for up to three months following the end of the campaign. If you do hold a My Action account, we will store your data relating to your participation for as long as the account is active.
Our services are not marketed towards children. If you're not yet 16 years old, we will ask your parent(s) or legal guardian(s) for their consent so you can use our products and services.
Action handles your personal data with the utmost care and attention. We have taken various technical and organisational measures to protect your personal data against loss and unlawful use. For example, we have secured our systems and applications pursuant to the applicable information security standards. This also applies to any third parties acting on our behalf.
We may share your personal data with other Action entities. Action may also engage third parties in executing its activities. Such third parties may include marketing specialists to support us in campaigns and promotions, partners who deliver orders placed online in the Action webshop, and technical service providers for managing our customer database and webshop. Such third parties may only use your data for carrying out the relevant services. We make sure that these third parties handle your data with due care and attention and observe the applicable legislation and regulations. We will not share your information with third parties for marketing purposes.
Action will, however, share your personal data with supervisory bodies, tax authorities and/or investigative authorities if legally obliged to do so.
Action uses third parties, such as technical service providers, to offer our products and services. Your personal data may therefore be processed in countries outside the European Economic Area (EEA). Action will only transfer your personal data if adequate protection of your personal data is guaranteed, and to this end will sign agreements with such third parties (including agreements concerning the European Commission's standard contractual clauses regarding data protection). Contact our Customer Service team if you have any further questions about the measures we have taken to ensure the security of your data when processed outside the EEA.
Your privacy is yours, and yours alone. You also hold several rights in this regard. You may contact our Customer Service team if you:
If you wish to exercise one or more of these privacy rights, please contact Action's Customer Service team at:
Action Customer Service
Perenmarkt 15
1681 PG Zwaagdijk-Oost
The Netherlands
E-mail : klantenservice@action.nl
In order to prevent fraud, we will ask you to provide certain information known to us so we can check that you are indeed the person to whom the personal data relates. We may also ask you to identify yourself. If it concerns a request to access personal data linked to a cookie, you should also submit a copy of the cookie in question. You can find this in your browser settings.
Right to submit a complaint
We would be happy to help you further should you have any complaints about the processing of your personal data. Should we fail to reach an agreement, however, you also have the right to submit a complaint to the relevant data protection authority.
If you have any questions or complaints about your privacy and/or this Privacy Statement, please contact our Data Protection Officer using the contact details below:
Action Data Protection Officer
Perenmarkt 15
1681 PG Zwaagdijk-Oost
The Netherlands
E-mail : privacy@action.nl
* Some features may not yet be available in your country. In such case, you will be informed of the situation when you attempt to use the inactive feature. The relevant part of the Privacy Statement will therefore not apply to you in that instance.
This Privacy Statement was last updated on 1 June 2023.
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