With your free, optional, specific consent, your Personal Data may be collected and processed by Safilo for marketing purposes also based on profiling, ie to evaluate your purchasing behaviour, by analyzing the relative habits and choices, your declared tastes and preferences and those collected during your browsing on the website Polaroid, in order to realize and transmit you communications and promotions dedicated to you.
It is not in all our interest to contact our customers without a purpose and to direct massive communications they are not interested in. Through profiling we know our customers better and this allows us to improve their satisfaction. The profiled marketing activities we carry out are, for this reason, always for the benefit of our customers, as they are functional to offer them communications relating to products and services more suited to their needs, respecting their free choice to be or not the recipients and always and in any case in compliance with the legislation aimed at protecting his rights, processing only the data strictly necessary for each purpose with the utmost transparency.
Our goal is to transmit you advertising, promotional initiatives and offers that are of relevance for you, which are possibly tailored to your interests and needs. Thanks to your personal data we create a profile for these purposes that allows us to analyse and predict your preferences and your personal interests in our products/services, so as to offer only those which are more likely to meet your tastes and needs.
We reach these results through the descriptive or predictive analysis, based on multiple selection criteria (age, gender, address, your interactions with customer care, shipping method and payment method chosen, combined with the products purchased, products added in the wishlist, products placed in shopping carts abandoned, the acquired data about your interests/preferences, and the data collected during the navigation on the website Polaroid) and automated ways (Segmentation/ Cluster Analysis/ Predictive Analysis) of processing of personal data that are subject to periodic review and manual integration with the help and supervision of specialised staff in order to assure and improve constantly, as much as possible, the accuracy. This type of activity carried out by a limited number of people inside of Safilo and its consultants (the only people having access to your relevant data together – to the strictly necessary extent - with the IT technicians) includes at the moment (in addition to the aggregate-synthetic analysis), specifically:
1) Identification of clusters including only those subjects who have already registered an account or have already purchased products Polaroid in order to transmit personalized promotional messages to each subject via email (so-called “direct mailing”) considered on probabilistic grounds of greater interest for each person and to present to each subject, while browsing on web platforms other than the Site Polaroid, by using also third-party cookies present on the latter (therefore, after evaluation of his preferences or interests) lawfully used, personalized messages (banners and social feed) different from those intended for other subjects. The banners, social feeds and direct mailings will be customized based on:
- the products/pages/sections/offers of the site Polaroid by the concerned party most visited previously,
- products placed in abandoned carts and wishlist,
- the digital campaigns (banners or videos) of Polaroid used on third-party web platforms of interest,
- the purchase data and other information registered in the Account or in the Guest Check Out section, as well as on interactions with customer care.
2) Customizing the user's browsing experience (even if not registered or not logged in the Account) on the web in general based on your previous browsing preferences on the website Safilo, making use also of third party cookies present on the same as lawfully used. This with the aim of presenting him, while browsing on sites other than the one of Polaroid, through personalized messages (banners and social feeds) other than those intended for other persons,products/pages/sections/offers of the site Polaroid previously visited (so-called “re-targeting”), or to propose him personalized messages considered on a probabilistic basis of his greatest interest on the basis of the evaluation of his preferences or relevant interests during previous navigations on the website Polaroid.
The profiling carried out on the site Polaroid through cookies of third parties other than the digital service providers of Safilo appointed as data controllers, is carried out exclusively by third parties which do not communicate to, and do not receive from, Safilo, personal data of the subjects belonging to the various clusters created, and proceed autonomously to provide to the different subjects on the sites other that the ones of Polaroid with promotional campaigns of Polaroid products through personalized messages (banners and social feeds).
For more information on cookies on the Polaroid website used for the profiling activities referred to above, click here.
Among the profiling activities mentioned above, those of the predictive type necessarily entail some, by now decidedly minor, degree of uncertainty based on the probabilistic nature of the related techniques.
However, the nature of the data processed (in total or maximum part provided by the concerned party, real, updated and limited only to those necessary and relevant) and the accurate methods of processing (based on state-of-the-art technologies, and the human intervention of specialized personnel) - together with the related effects (the submission of personalized offers, with the consent of the concerned party and with the modalities of his choice, on an informed basis), - provide all of you with guarantees and advantages that ensure a proportionate processing of data and a cautious and correct management of the normal risks inherent to data processing and profiling activities.