Privacy policy

The personal details that we collect and process about you can originate from the Alma och Olmo websites (both this website and social networks that belong to a third parry), e-mails, SMS and other digital messages, printed and digital forms for ex competitions, campaigns, events etc. Also from other publicly available information on social media and other public sources. Which information we collect about you depends on what/which of our services you use. Data protection officer is Alma och Olmo HB, Swedish company number [TBA].

When using the term law below we reference to “Dataskyddsförordningen”, GDPR, and other relevant Swedish data protection legislations.

These are the details we collect

We collect personal details such as name, e-mail, information concerning social media and phone number. Other relevant data could also be saved, data that we need to provide access to your specific account, such as username, passwords or security questions, demographical data (such as zip code), previously visited products and household information.

Technical details
Details concerning technical equipment that you use to connect to our website such as, IP-address from your computer or device, type of operating system and browser type and version. If you connect to our website using a smartphone or other mobile equipment we may also collect information about your phone’s unique ID, add-ID, geographical position and similar data.

Details about website usage
When you visit or interact with our website, including our newsletter, we use automatic data collection technology to collect certain information about your activities. It includes information about which links you click on, what pages or content you look at and for how long, and other similar information and statistics about your visits, such as response times to content, file download errors, and visit length of certain pages. This information is collected automatically with the help of cookies (browser cookies) and web signals as well as with the help of third-party tracking services.
Consumer feedback
Information that you voluntarily provide to us about your experience with our products and services.
Consumer-generated content
Content that you create and then share with us by uploading it to our website or apps like social networks such as Facebook. It can be photographs, videos, personal stories or other media or text. We may collect and publish consumer-generated content in connection with a wide range of activities, including contests and other campaigns, web community and consumer activities, and participation in third-party social networks.
Information on social networks
Information that you share publicly on social media or information that is part of your profile in a third party social network (such as Facebook) and that you allow the network to share with us. This includes basic account information (name, email address, gender, birthday, place of residence, profile picture, username, friend list and alike) and additional information or activities that you allow the social network to share. We receive information about your profile or sections of the profile on a social network each time you download or communicate with an Alma och Olmo web application on a social network such as Facebook, each time you use a social networking feature integrated into our website (such as Facebook Connect) or every time you communicate with us through a social network. To read more about how your information in social networks belonging to third parties is collected by Alma och Olmo, or if you do not agree to share information from social networks, visit the website of the respective social networks.
Collection, purpose and legal basis
In order for our processing of your personal data to be lawful, it is assumed that there is a legal basis for this, i.e. that it is necessary to fulfil an agreement with you or a legal obligation, or that the processing is done after a balance of interests or after you have given your consent to a specific processing. Below are examples of the purposes for which we process your personal data and of which legal basis this is done, unless otherwise explicitly stated in connection with the collection of your personal data.
Justified interest
Alma och Olmo’s, where applicable, legitimate interest in the above-mentioned personal data processing with the aid of a balance of interest is to offer you a better buying and customer experience as well as to provide you with personalised offers and other relevant information as well as adequate service and communication. As part of our efforts to constantly try to make improvements for you as a customer, we analyse how you use the services. Another legitimate interest is to prevent crime and create security for our customers, our employees and for us as a company.
Log files
We collect data in the form of log files that record the activity on the websites and collect statistics about your surfing habits. The data is created automatically and helps us to search for errors, improve performance or maintain the security of the websites.
Legal basis: Eligible interest (visitor) or fulfilment of user agreement (user).
Web beacons
Web signals are small strings of code that create a graphic image on a web page or in an e-mail message and are intended to transmit data back to us. Information collected through web signals may include technical information such as IP address and information on how to respond to an email campaign (such as what time the email was opened and which links you click on in the message). We can use web signals on our websites or insert them in emails you receive from us. We use information from web signals for a variety of purposes, including traffic reports for the website, to count unique visitors, advertising, review and reporting of e-mails as well as individual customisation of the website.
Legal basis: Eligible interest (visitor) or performance of user agreement (user).
When responding to inquiries and other matters, we usually retrieve the contact information and information (such as order status, technical problems, questions or complaints about products, general questions) that we need to solve the question.
Legal basis: Completion of agreements (customer issues) and legitimate interest (other).
Contests, marketing and other promotions
We use your personal information to provide you with information about goods or services (such as marketing materials, promotions or offers). This can be through e-mail, advertisement, SMS, telephone calls and mail to the extent permitted by applicable legislation. This use of your personal data for marketing purposes may also be the subject of so-called, profiling. Some of our campaigns can be run on third party websites and/or on social networks. For more information about our competitions and other promotions, see the official rules or details attached to each contest/campaign.
Legal basis: Eligible interest (visitor) and performance of user agreement (user).
Social networks
To send you ads and communicate with you on social networks, we use your personal information when you interact with features in third-party social networks, such as “like” features. You can find out more about the features and what profile information we can get about you, plus how to avoid disclosing the information by reviewing the social network privacy policy.
Legal basis: legitimate interest (non-member) and fulfilment of user agreements (users).
Individual customisation (offline and online)
We use your personal information to analyse your preferences and habits, to predict your needs, to improve and tailor your experience on our websites and in our apps, to ensure that content from our websites / apps is optimised for you and your computer or device and to be able to use interactive features if you wish. For example, we remember your username, email address or screen name so that you can quickly log in the next time you visit our website or so that you can easily find the goods you previously placed in your shopping cart. In case you are a member of Alma och Olmo, the information is also used to analyse your behaviour to be used as a basis for providing you with targeted and relevant marketing offers, benefits and discounts, product information, invitations to events etc., so-called. profiling.
Legal basis: legitimate interest (non-member) and fulfilment of user agreements (users).
Interest-based advertising
We can collaborate with advertising networks and other providers of advertising services that we and other unrelated companies use to produce advertising on the Internet. In case you are a customer of Alma och Olmo, part of the advertising will be adapted to your interests based on information collected on Alma och Olmo’s website or on non-affiliated websites over time, through your use of other digital services, social media or visits to our stores, so-called profiling.
Legal basis: Compliance with user agreements (users)
Order fulfilment
We use your personal information to process and deliver your orders, inform you of the status of your order, check addresses, verify your identity and other fraud prevention activities. This means that we use certain personal contact information and payment information.
Legal basis: legitimate interest (non-member) and fulfilment of user agreements (users).
Customer at Alma och Olmo
If you are a customer of Alma och Olmo, we use your personal information to create and manage your Alma och Olmo account, eg. to give you permission to log in, secure the your identity, provide the opportunity to track you order history, save settings, analyse your behaviour to use as a basis to provide you with targeted and relevant marketing offers, benefits and discounts, product information, event invitations, etc., so called profiling, as well as providing the customer with personalised content.
Legal basis: Compliance with agreements such as Alma och Olmo customer.
Other general purposes
We use your information for other general business purposes, such as internal marketing studies and demographic surveys, and to measure the effectiveness of advertising campaigns, in order to evaluate, develop, and improve our services and products and systems. We also use your personal information to ensure our own security, prevent abuse of our services, prevent and investigate crimes and fulfil the obligations we have according to law.
Legal basis: legitimate interest and fulfilment of a legal obligation.
Information to third parties
We take great care in protecting your personal information. Except in cases where you have given your consent, we do not license or sell your personal data to third parties. However, we may transfer to, or share your personal information with selected third parties as follows.
Service providers
Here we mean third-party companies that we use to help us run our business (such as order fulfilment, payment management, fraud prevention and identity control, debt collection, operation of the website, support services, campaigns, web development, customer service, etc.). Service providers and their staff are only permitted to use your personal information on our behalf for the specific tasks they have to perform according to our instructions and act as personal data assistants for us. They are required to keep your personal information confidential and secure.
Due to legal reasons
If Alma och Olmo or its assets are acquired or merged with another company, including through bankruptcy, we may share your personal information with one of our successors. We may also disclose your personal information to third parties when required by applicable law, in connection with legal proceedings (such as responding to a request by a law enforcement agency, to protect our rights, our privacy, security, property or the public, or to enforce contract terms or terms of our site).

This is how your personal information is protected

Shelf life
In accordance with current legislation, we will only use your personal data for as long as necessary to fulfil the purposes for which your personal data has been collected or to comply with applicable legal requirements.
People who have access to your personal data
Your personal data will only be processed by authorised personnel in the performance of their duties and depending on the purposes for which your personal data has been collected.
Measures in operating environments
We store your personal information in operating environments that use appropriate security measures to prevent unauthorised access. We comply with reasonable standards for the protection of personal data. Unfortunately, the transmission of information via the Internet is not entirely secure. Although we do much to protect your personal information, we cannot guarantee the security of data when transmitting through our websites. Should we discover a breach of privacy, Alma och Olmo will notify the Data Inspectorate and the customers concerned where required by law.
Actions from you
It is also important that you contribute to keeping your personal data safe and secure. For example, consider choosing a password that is difficult to guess for others. Never reveal the password to anyone. You are responsible for keeping the password secret and prevent unauthorised usage of your account. If you use a shared or public computer, make sure that your user information is not stored on the computer. Be sure to log out of your account each time you leave your computer. Please also use the privacy settings or controls we provide on our site.
Transmission of your personal data
Storing and processing your personal data as above may require that your personal data in the final stage be transferred to and / or stored at a destination outside your home country, usually Denmark or Ireland. Transmission of data to countries outside the EU / EEA requires that the country in question has an agreement with the EU / EEA, that the country is considered to have sufficient data protection legislation, or that we have entered into an agreement with the current third party that they are required to apply by the EU Commission clauses concerning the protection of personal privacy. You will find a list of approved third countries and standard clauses on the European Commission’s website and on the Swedish Data Inspectorate’s website on data transfer to third countries.

Personalise your personal information

Cookies / similar technologies
You can set your browser to block all or certain cookies or to notify you when a site uses cookies. Read more about our cookies.
Advertising, marketing and promotions
You can terminate marketing communications from any media at any time, including third-party social networks, by calling customer service. Please note that even if you terminate marketing communications, you may still receive administrative communications from us, such as order confirmations or other transaction information, account activity notices (account confirmations, password changes, and more) and other important notices.

Your rights

Right of access
In accordance with law, you have the right to request information from us free of charge about what personal information Alma och Olmo process about you after you have clearly stated what information you wish to access (for example, what categories of specific personal data we process about you and for what purposes). You can exercise these rights by contacting us. We will then want to secure your identity. We respond to your requests without undue delay and within a month. In case we are unable to fulfil your wishes, we will notify you and state why. We will send the register extract to your address book.
Modification and deletion of personal data and data portability
In limited to what is required by law, you can request the deletion, correction or modification of your personal data, refuse to process your personal data, restrict the use and disclosure of personal data, get (ported) the personal data you have provided to us and withdraw any consent to the processing of your personal data. Please note that in some cases we cannot delete your personal information without at the same time deleting your user account. We may be required to retain some of your personal information after you request removal in order to fulfil our obligations under law or contract. It may also be permitted by applicable law that we retain certain personal information to meet our business needs. Please note that our registered customers must be able to prove their identity (for example, login name/email address, password) before they can access their account information and can make changes. This helps us to prevent unauthorised access to your account. Please note that all information provided to us is processed in accordance with current legislation and to the extent permitted by law.
Right to object
You have the right to object to our processing of your personal data which we do with the support of legitimate interest after a balance of interests. We must then, after specifying what treatment you object to, show that there are interests that weigh more heavily. You also have the right to object at any time to the processing of your personal data for direct marketing, including profiling. For members, however, profiling is covered by the commitments that Alma och Olmo have towards their customers as long as the membership continues.

Amendments and complaints

Changes / adjustments to the policy
Alma och Olmo have the right to make changes to the privacy policy. If any significant changes are made to the privacy policy, we will inform this in good time before the changes are made.
If you believe that we are processing your personal data in violation of applicable regulations, please notify us as soon as possible. You have the opportunity to contact the Data Inspectorate if you have complaints about our personal data processing.
If you believe that you have suffered damage as a result of our processing of your personal data in violation of law, you may be entitled to damages. You can then claim damages from us or bring an action in court.
Contact Us
If you have any questions or would like to comment on the policy and our privacy practices, please contact us at: