How and why we use your personal data

Our main reason for collecting and using your personal data is to provide and improve the service, products and experiences that you expect from us. This section details how we use the data that we collect directly from you or indirectly from third parties, such as our retail partners.

See the “Personal data we collect about you” section for further information on how we collect personal data.

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  • To provide products and services

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    This processing includes:

    • managing and coordinating the purchase, delivery and after sales care of your products (as required);

    • responding to your queries and requests (through various channels such as online, in person, over the phone, post, web chat and SMS);

    • documenting, monitoring and recording the lifecycle of our products, including stock management; and

    • contacting you when products or models are next in stock.

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  • To provide support

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    From time to time, we use your personal data to help you with the Dyson products you own. If you have a connected product, please visit the Connected Products page for information specific to your product.

    We do this by monitoring your product’s performance and sending you relevant product support communications. You can opt out of these activities at any time; see the section below titled “Your controls and choices”.

    If you have the Dyson Link app, we monitor your product’s performance and stability, which allows us to:

    • Optimise its performance and your experience of the product; in particular, we want to be able to identify when there may be an issue with your product so that we can let you know about it as soon as possible (sometimes we are able to do this before the issue becomes apparent); and

    • Provide updates and services to our connected products (which includes updates and upgrades to the software in the product and the app that connects to it).

    Sending you product support communications enables us to:

    • provide helpful information about your Dyson product or the Dyson service you use, for example

      • essential product service updates;

      • reminders about how to carry out maintenance for optimal performance;

      • alerts for recommended app or software updates or upgrades that we think will improve the performance of your product;

      • information about how and where to get help from Dyson experts should you need support;

      • information about your Dyson warranty; and

      • alerts regarding any important product safety or recall announcements; and

    • provide improved owner experiences via new technologies such as our mobile applications.

    As part of these activities, we combine different categories of personal data that we collect about you. For example, we combine personal data from your online interactions, information you share with us, or information from Dyson products, for the profiling and statistical analysis of product popularity, of your behaviour when you use our website or apps or of how our products are used.

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  • How long do we keep your data?

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    We only keep your personal data for as long as we need to, to be able to use it for the reasons given in this privacy notice, and for as long as we are required to keep it by law.

    The actual period for which we store your personal data will vary depending on the type of personal data and how it is used. For example, when you buy a product from us, we will store information about you and your purchase for at least the term of your warranty or guarantee.

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  • To keep you updated

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    We love to keep you posted, whether it’s on our latest product announcements, owner offers, opportunities to test new Dyson products, or upcoming events. From time to time we may also provide you with information about the James Dyson Foundation and the James Dyson Award.

    Ultimately, we want to make sure you’re happy with the communications you receive from us. We do this by either offering you the opportunity to opt out (e.g. service emails) or requiring you to opt in (e.g. consent to marketing emails). See the section titled “Your controls and choices” for further information.

    We will contact you in various ways, including e-mail, post, SMS, in-app and push notifications, via social media platforms and by phone. We use profiling and statistical analysis to identify which communications from Dyson are relevant and interesting to you.
    We do this through:

    • analysing and enhancing the information that we collect;

    • producing user profiles, reports and targeted advertising;

    • only including you in selected marketing campaign and event invitation lists;

    • measuring the effectiveness of our promotional campaigns and advertising; and

    • customising and improving the way that you shop and engage with us in the future (e.g. matching what you see on our website based on what you’ve previously been interested in).

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  • To promote Dyson, our products and services

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    To promote our products we often hold Dyson events in a variety of venues, such as Dyson stores or other retailer properties. By attending these events your personal data may be captured:

    • as part of photographs or filming for social media, promotional media or archiving purposes;

    • by our experts and stylists for sharing on social media or in promotional materials; and

    • to book an appointment with one of our experts.

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  • To protect Dyson and our customers

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    Dyson may also process some of the personal data that you provide to:

    • detect and prevent criminal activity, including fraud;

    • keep our websites, apps, products and IT systems secure;

    • assist in any disputes, claims or investigations relating to your Dyson product or warranty matters;

    • comply with our legal obligations; and

    • provide updates to you about significant changes to Dyson’s policies, terms and conditions and any other matters which we may need to inform you about.

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  • Our justification for handling your personal data

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    Data protection and privacy laws in some countries require us to have what's called a "legal basis" or "lawful ground" for handling personal data. Broadly, that means that we have to have a legal justification for handling your personal data.

    To process your data we will mainly use the following legal bases:

    1. Contract – e.g. we have to process your delivery and payment details to provide you with the product that you have purchased

    2. Consent – e.g. we will send you marketing communications where you have provided consent

    3. Legitimate interests – e.g. we will process order information to detect fraudulent activities and protect Dyson and our customers

    In some circumstances, we will need to handle your personal data in a certain way to be able to comply with our legal obligations; for example, if we receive a request for your personal data from a regulatory body or law enforcement authority.

    Ultimately, the reason we handle your personal data in the way that we do is so that we can directly or indirectly, improve our products, services and your overall experience of Dyson as a business. Whatever our justification for handling your personal data, we make sure that we take steps to honour our commitment to protect your privacy.

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