Privacy Policy

Last updated: 22-09-26

Birchwood Aquatic Centre Ltd ("we", "us", "our") is committed to protecting your privacy and handling your personal data responsibly. This Privacy Policy explains how we collect, use, store, and share your information when you shop with us in-store, shop with us online, or join our loyalty scheme.

Who We Are

Birchwood Aquatic Centre Ltd
Company number: 16567640
Pet shop licence: 25/02934 
Registered address: Birchwood Aquatic Centre, London Road, Swanley, Kent, BR8 7QD
Email: info@birchwoodaquaticcentre.co.uk

We are the data controller for the purposes of data protection law in the United Kingdom.

What Data We Collect

The data we collect depends on how you interact with us:

If you shop in-store: we do not routinely collect personal data for a simple till purchase. However, our till system (Square) automatically links transactions made with the same payment card, grouping them together under one purchase history, even if you've never given us your name or joined our loyalty scheme. This happens automatically whenever you reuse a card you've paid with before.

If you join our in-store loyalty scheme: first name, last name, email address, mobile number, date of birth, and sometimes your home address. Purchases are also linked to your loyalty account, in addition to any card-matching described above.

If you shop online: first name, last name, email address, mobile number, delivery address, and order/purchase history. We do not collect date of birth for online orders.

If you contact us: your name, contact details, and the content of your message.

We may also collect:

• Website usage data — IP address, device type, browser type, pages visited, time on site.
• Marketing preferences — whether you've opted in to receive marketing communications.
• Cookies and tracking data — see our Cookie Policy for details.

We do not collect or store your credit card details. Payments are processed securely by our payment provider Square or Shopify, and we never see or retain full card information.

If you'd prefer your purchases not to be linked to a payment card in this way, you can ask a member of staff to unlink your card from your record, or pay using a different method. This does not affect your statutory rights or your ability to shop with us.

Our Loyalty Scheme

Our loyalty scheme is available in-store only and is optional. If you join, we collect your name, email, mobile number, date of birth, and sometimes your home address, so that we can identify your account, send you vouchers and offers, and mark your birthday with a reward where applicable.

If you're happy to receive marketing emails, we'll ask you verbally when you join and record your consent by ticking a box on your account — you can withdraw this at any time.

You can leave the loyalty scheme at any time by asking a member of staff or emailing us — this will not affect your ability to shop with us in any other way.

How We Use Your Data

We will only process your data where we have a valid legal basis under UK GDPR.

Marketing Communications

We may send you marketing emails, including offers, vouchers, and updates, if you have opted in — whether by signing up online, joining our loyalty scheme, or otherwise agreeing to hear from us.

You can withdraw your consent at any time by:

• Clicking the unsubscribe link in our emails, or
• Contacting us directly at info@birchwoodaquaticcentre.co.uk, or
• Asking a member of staff to update your loyalty scheme preferences in-store.

Order confirmations and delivery updates are sent regardless of your marketing preferences, as these are necessary to fulfil your order and are not marketing communications.

Sharing Your Data

We only share personal data with third parties where necessary to provide our services.

Suppliers and delivery partners who receive your personal data directly, to fulfil your order:

• Delivery couriers, to deliver livestock and dry goods ordered online.
• SIMS Tropical, our fish fulfilment supplier, who we share your name, delivery address, email and mobile number with in order to arrange delivery of your live fish order.
• Norwood Aquarium Limited, our aquarium dropship supplier, who we share your name, delivery address, email and mobile number with in order to arrange direct delivery of aquarium orders. Norwood may also share your contact details with their delivery courier for the same purpose.
• Other dropship or fulfilment suppliers we work with from time to time, where an order requires goods to be shipped directly to you on our behalf.

Other service providers:

• Website hosting providers.
• Payment processors (e.g. Square), to process online and in-store card payments, and to automatically match repeat card use as described above.
• Email marketing services (e.g. Square Marketing, if used), to send marketing communications you've opted into.
• Advertising platforms (e.g. Facebook, Instagram, Google), where you've consented to marketing cookies.

We ensure that all third-party processors are GDPR-compliant and only process your data in accordance with our instructions, or, in the case of dropship suppliers, for the purpose of fulfilling your order.

International Data Transfers

Some of our service providers may store or process your data outside the UK (e.g. in the USA). Where this occurs, we ensure appropriate safeguards are in place, such as:

• Adequacy decisions, or
• Standard contractual clauses approved by the UK Information Commissioner's Office (ICO).

Data Retention

We retain personal data only as long as necessary for the purposes for which it was collected, including for legal, accounting, or reporting requirements. Typical retention periods:

• Enquiries: up to 12 months.
• Order records (in-store and online): up to 6 years, for tax and legal compliance.
• Loyalty scheme data: for as long as you remain an active member, and for up to 3 years after your last activity, after which inactive accounts may be closed and data deleted.
• Marketing data: until you withdraw consent.

Your Rights

Under UK GDPR, you have the right to:

• Access — request a copy of your personal data.
• Rectification — correct inaccurate or incomplete data.
• Erasure — request deletion of your data ("right to be forgotten").
• Restrict processing — ask us to limit the use of your data.
• Object to processing — particularly for direct marketing.
• Data portability — receive your data in a reusable format.
• Withdraw consent — at any time, where processing is based on consent (including leaving the loyalty scheme or unsubscribing from marketing).
• Lodge a complaint — with the UK Information Commissioner's Office (ICO): www.ico.org.uk.

To exercise any of these rights, please email us at info@birchwoodaquaticcentre.co.uk.

Cookies & Tracking

We use cookies and similar technologies on our website to analyse traffic, personalise content, and support advertising. Some cookies are placed by third-party services, such as:

• Google Analytics
• Facebook Pixel
• Google Ads
• Instagram Ads

See our Cookie Policy for full details and how to manage your cookie preferences.

Data Security

We take appropriate technical and organisational measures to protect your data from loss, misuse, or unauthorised access. In-store, loyalty scheme data is only accessible to authorised staff.

Links to Other Sites

Our website may include links to external websites. We are not responsible for the privacy practices or content of those sites. We encourage you to read their privacy policies.

Changes to This Policy

We may update this Privacy Policy occasionally. Any significant changes will be posted on this page and, where appropriate, notified to you by email.