yuu Rewards Club Privacy Policy

Last updated: 8 October 2024

1. We care about your privacy

We care about protecting and respecting your privacy.  In order to serve you better and provide you with the best customer experience, we need to collect some personal data about you.  This Privacy Policy will help you understand how we collect and use your personal data, who we share your personal data with, and how you can control the way your personal data is collected and used by us.

If you access or use our website (www.yuurewards.com) (which we will refer to as “Site” in this Privacy Policy) or mobile application ("App"), or register to join as a member of our yuu Rewards Club ("Membership"), then this Privacy Policy is deemed to be agreed by you and will apply to you. If you do not agree with this Privacy Policy, please stop using our Site or App, and do not apply for a Membership.  

2. Who are we?

yuu Rewards Club is a lifestyle rewards programme ("yuu") that enables members to earn and redeem yuu points ("Points") in return for products, discounts, services, or vouchers (“Rewards”) from participating businesses (“Partners”). yuu is owned and operated by DFI Development (HK) Limited (“DFI”, "we", "us", “our”), the data controller, and an affiliate of DFI Retail Group Holdings Limited ("DFIHL"), the ultimate publicly-listed parent company for the DFI Retail Group of companies (“DFI Retail Group”).  Personal data we collect about you will be used in line with this Privacy Policy.  

3. How do we collect data?

Your personal data will either be provided by you, or will be collected by us, DFI Retail Group or our Partners, or captured automatically. For example, we collect your personal data when you complete your Membership application, when you transact with a Partner and accumulate Points on your Membership account ("Account"), when you redeem a Reward, when you send us emails or when you browse our Site or App.

4. Are you over 18?

Our Site, App and yuu are only intended for people over the age of 18. However, if you are under the age of 18, you may only use our Site or App, or apply for a Membership if this has been authorised by your parent or legal guardian and you have obtained their consent to use our site or App, or become a yuu Member, on the basis of this Privacy Policy.

5. What information do we collect about you?

It may be necessary for you to provide us with certain personal data in order for you to receive the benefits of yuu, our Site or App. We will let you know when such data is essential for Membership. All other personal data is up to you to provide or not, as you prefer. For the avoidance of doubt, personal data means information that can directly or indirectly identify an individual. The information includes but not limited to, name, identity card number, address, telephone number, IP address, shopping habits, lifestyle and health information.  

(a) Your Membership

If you are a yuu member ("Member"), some of the personal data we may collect about you includes:

• your full name, month and year of birth, email address, telephone number, postal address, username, and password;

• your Membership number ("yuu ID"), points balance, Account status and activities relating to your Account;

• your transaction history or payment details when you purchase anything from our Partners and you use your Membership to accumulate Points (including the product or service purchased, the date of purchase, where you made your purchase, the cardholder's name, credit card number, expiry date and billing information);

• information about the Rewards you redeem; and

• your shopping habits/preferences, including brand preferences and the types of products and services you may be interested in.

(b) When you visit our Site or App

We may use online tracking technologies including but not limited to cookies, pixel tags, web beacons and other similar technologies to automatically collect information about:

• your visits to our Site or App, such as your browsing history, how long you stay on our Site or App, and how often you visit;

• your location information as provided by your mobile or other device when you interact with our Site or App, including your IP address and general geographic location; and the device that you use to browse our Site or App (e.g. your device ID, operating system, type of device, browser type and version, mobile application crashes and other system activity, and third party sites you were using before interacting with our services).

You have the right to disable any of these online tracking technologies. To learn more about how we use the above data, please see the section below on Online tracking technology.

(c) Other information

We also collect your personal data whenever we communicate with you (e.g. email content, contact information, etc.), or when you complete any voluntary surveys and questionnaires we may send you from time to time (e.g. your demographic information and feedback) to better understand you, improve our services and/or our membership programme.

6. How do we use your information?

We will only use your personal data for the purposes set out below.

(a) Account administration

To help administer and maintain your Account, including:

• creating and updating your Account;

• verifying your identity;

• creating a single profile about you, including combining your information with any other personal data already held by us or any members of the DFI Retail Group;

• processing Points issuance and Reward redemptions;

• completing transactions, including processing or facilitating payments;

• sending you updates about new features and benefits relating to yuu;

• seeking your views and feedback via voluntary surveys and questionnaires so we can better understand you, improve our services and/or our membership programme; and

• enabling features that allow you to personalise your Account on our Site or App, such as bookmarking your favourite Partners.

(b) Customer support

To assist you when you contact us, such as responding to and investigating any of your questions or concerns, and monitoring and improving our customer support services.

(c) Marketing

We analyse your preferences and market trends to generate insights. These insights may be used to tailor the advertisements and offers presented to you on our Site, App, and third-party social media platforms. Additionally, we may combine the information we have collected about you with data from our other customers to enhance these insights and identify market trends. We may share these insights, which are anonymised personal data, with our suppliers for product promotion purposes.

While you use the App, Site or browse other third party platforms we may display marketing, offers and promotional materials within the App, Site and other third party platforms ("Marketing Materials").  

For information about Direct Marketing, please see the section on Direct Marketing below.  

(d) Personalisation

To create personalised Marketing Materials tailored to your interests and preferences, and/or to provide you with the best possible personalised customer experience in relation to our Site, App and your Membership. We may also use data analytics tools to determine whether our or any DFI Retail Group members' offers, advertisements and promotions are effective, as well as to determine whether you may be interested in new products or services, and/or to customise the content and types of offers, products, services and Rewards that we present to you. To personalise your experience with us, we may also use advertising service providers (such as social media platforms) for marketing and promotional purposes, which may involve sharing your anonymised personal data to them.  

(e) Optimisation and improvements

We may use your personal data to understand and improve our Site, App or yuu operations, or our Partners' or DFI Retail Group members' operations, through various means, such as the use of analytics tools, research, surveys and feedback forms. This will enable us, our Partners and our DFI Retail Group members to enhance services or products, develop new features and benefits, and amend business, marketing and strategic operations and plans.

(f) Legal and administration purposes

We may use your personal data to investigate or handle any incidents, claims or disputes, or as otherwise required by law or requested by any law enforcement or regulatory authorities, courts or other governmental agencies. We may also use your personal data in relation to any legal proceedings concerning you.

7. Who do we share your information with?

To protect your privacy, we will endeavour to only share with third parties data which has either been aggregated and anonymised or which otherwise does not contain your name or contact details. However, there may be limited circumstances where we will share data (which may include your personal data) with third parties who may or may not be located overseas, as detailed in this section. By using our Site or App, or applying for a Membership, you agree to allow us to share your personal data with third parties and to the cross-border transfer of your personal data in accordance with this section. Regardless of where we store or process your personal data, we are committed to protecting it and will take reasonable steps to safeguard it in accordance with this Privacy Policy and all applicable laws.

(a) Partners

If you are a Member, your personal data may be shared with our Partners to facilitate the processing of Points issuance, Points redemption and related transactions, as well as for data analytics purposes in order to improve their operations, services or products.

Please be aware that our Partners may themselves directly collect personal data from you if you provide it to them when you purchase any goods or services from them, or if you register with them as a customer. The handling of your data collected by our Partners will be governed by the relevant Partner's separate privacy policy (and not this Privacy Policy), and we are not involved or responsible for the collection and handling of such data.

(b) DFI Retail Group

Your personal data may be transferred to any DFI Retail Group members for any of the purposes we have set out above. However, we will not provide your personal data to any DFI Retail Group member in order for them to send you marketing materials regarding their own products and services, unless we obtain your prior consent.  

(c) Service providers

Your personal data may be shared with our or any DFI Retail Group members' service providers (including agents and contractors) who process personal data on our behalf to help us administer and operate yuu, our Site and our App, to conduct data analytics, to help aggregate and anonymise the personal data, to send Direct Marketing Communications, or to carry out any of the purposes set out in this Privacy Policy. These may include IT vendors, back-office and front-end or ancillary service providers, call centre operators, marketing agencies, AdTech services providers, data management and analytics service providers, and customer contact services. Our service providers may contact you on our behalf or on behalf of our DFI Retail Group members, for any of the purposes set out above.

We only use trustworthy service providers, who are under an obligation to protect and maintain the confidentiality of your personal data and to only use your personal data in accordance with the purposes outlined in this Privacy Policy.

(d) Professional advisors and assignees

When necessary, we may share your personal data with our professional advisors, including lawyers, accountants, financial advisors and insurers. Your personal data may also be shared with third parties in connection with any merger, acquisition, consolidation, restructuring, sale of assets, financing or any other similar scenarios involving the transfer of some or all of our business assets.

(e) Government and regulatory authorities

This Privacy Policy is governed by the laws of the Hong Kong Special Administrative Region of the People's Republic of China ("Hong Kong"). We strive to handle your personal data in accordance with any data privacy laws that apply to us. Your personal data may be shared with regulatory authorities, courts and other governmental agencies to comply with any legal or regulatory requirements, orders or requests. Any dispute concerning the terms and conditions of this Privacy Policy, shall be subject to the exclusive jurisdiction of the courts of Hong Kong.

8. Aggregated and anonymised data

Aggregated or anonymised data that does not include any personally identifiable information, may be used by us, our Partners, our DFI Retail Group members or other third parties for various purposes, including but not limited to enabling them to better understand customer needs or to improve and adapt their operations, products and services, or for the purposes of industry benchmarking, machine learning, behaviour segmentation, targeted marketing and research or analytics.

9. Direct Marketing

If you have agreed to receive offers and promotions from us, we may send you Direct Marketing Communications (defined below) via email, app push notifications, SMS, post, telephone and such other direct means of communications that you may provide to us (“Direct Marketing”), in connection with:  

a) the latest news, events, updates, offers, Marketing Materials and promotions in relation to yuu;

b) the latest news, events, updates, contests, promotions, offers, products, services and Rewards offered by our Partners or DFI Retail Group members, which relate to retail, clothing, accessories, cosmetics, beauty, healthcare and wellness, personal care, toiletries and medical, baby care, maternity care, insurance, financial, music, sports, lucky draws and contests, food, beverages, dining, travel, transportation, banking, electronics, home, household, textiles, telecommunications, groceries, office and business supplies, technology, outdoor furniture and accessories, furniture, lighting, décor, home accessories, media, e-commerce platforms and facilitators, and publications; and/or

c) any seasonal events, lucky draws and contests or other promotional activities.

(collectively “Direct Marketing Communications”)

Before sending Direct Marketing Communications to you for Direct Marketing purpose, we willask for your consent. You can choose at any time not to receive any Direct Marketing by informing us of this choice or setting your communication preferences within the App, Site and/or your mobile device. Please see section 13 (Your rights) below.

10. Can our Partners or affiliates send you marketing materials?

Our Partners or our DFI Retail Group members will not send you marketing materials, unless you allow this.  

If any of our Partners or DFI Retail Group members wish to directly send you any direct marketing communications regarding their own products and services, then they must obtain your separate consent for this.  We are not involved in any direct marketing done directly by our Partners or DFI Retail Group members that is unrelated to yuu. However, we may send Direct Marketing Communications to you on behalf of our Partners or DFI Retail Group members, subject to your consent and in accordance with section 9 (Direct Marketing) above. If you agree to receive any direct marketing communications directly from our Partners or DFI Retail Group members, please carefully read our respective Partners' or DFI Retail Group members’ own privacy policies.

11. How do we keep your information secure?

We take the confidentiality and security of your information seriously. We take all reasonable steps, including the implementation of technical and physical security measures, to ensure that all your personal data held by us is kept securely and safe from any loss or unauthorised access, disclosure, use and modification. All transactions under the terms and conditions of this Privacy Policy are based on the encryption of data exchanged between you and us on our secure Site and App.  

12. How long do we keep your data for?

We will keep your personal data only for so long as is necessary to fulfill the purposes outlined herein, unless the law requires us to keep it for a longer period. Once we no longer need your personal data for the purposes outlined herein, we will either irreversibly anonymise or securely delete it on our servers.

13. Your rights

(a) Access and correction

You have the right to access and correct your personal data held by us, at any time, by sending an email to our Data Protection Officer at [email protected].

In order to ensure that your personal data is kept as accurate as possible, please notify us at the email address above of any changes to your personal data.

(b) Opt-out of Direct Marketing

At any time, you can ask us to stop sending you Direct Marketing Communications, or you can customise how you would like to receive Direct Marketing Communications from us. You can exercise your rights to do this by:

• changing your settings on your online Membership user account or in the Site, with respect to App push notifications, email and SMS; or

• changing your settings on your mobile device; or

• following the unsubscribe instructions in the Direct Marketing Communications we send to you; or

• otherwise contacting us to inform us to stop sending you Direct Marketing Communications.

We will stop sending you Direct Marketing Communications in accordance with your request. However, we may still send you non-promotional communications such as information concerning the administration or servicing of your Account and Membership, and may use non-personally identifiable information collected via cookies and other tracking technology to display marketing information via online advertising banners on websites and apps visited by you.  In addition, while you use the App or Site we will continue to display Marketing Materials within the App and Site – if you do not want to view any such Marketing Materials within the App and Site, then you should immediately cease using the App and Site and inform us to delete your Membership and Account.

We are not involved or responsible for any marketing materials sent directly by our Partners or DFI Retail Group members that are unrelated to yuu. If you would like to stop receiving any marketing materials from our Partners or DFI Retail Group members, please contact them directly in order to unsubscribe from their mailing lists.

14. Online tracking technology

Cookies are small text files that are stored on your browser or device by websites, applications, online media and advertisements when you visit a website or mobile application.

We use cookies and other similar identification technologies such as web beacons, ETags and pixel tags on our Site, App, emails and online advertisements for various purposes, including verifying users; remembering user preferences and settings to enhance your experience when you return to our Site or App; delivering relevant content and advertisements based on your preferences, location and usage patterns; monitoring, evaluating and optimising the operation of our Site and App; tracking and measuring the effectiveness of our advertising campaigns; and analysing traffic on our Site, our App and the websites of our Partners or DFI Retail Group members.

You can exercise your right to choose whether or not to accept cookies by adjusting your browser settings to modify your cookie preferences. Most browsers are set to accept cookies by default, but you are free to remove or block all browser cookies. However, if you turn off your cookies, some of our services may not function properly and you will not be able to receive the most efficient and personalised experience.

15. Links to other sites

Our Site and App may contain links to other third party websites or applications, including those of our Partners and our DFI Retail Group members (“Third Party Sites”). We do not own or control those Third Party Sites, and are not responsible for the privacy practices of those Third Party Sites. We encourage you to remain alert if you follow any links to leave our Site or App, and to review the privacy policies of those Third Party Sites so that you are aware of how your personal data may be collected and used by such third parties.

16. Information you provide about others

Please ensure that you are legally authorized to share with us any information that contains personal data of another person. Consent from another person shall be obtained before you share his/her personal data with us.  

17. How do we manage updates to this policy?

From time to time, we may update this Privacy Policy to reflect new technologies, services, regulatory requirements or any other changes that may be necessary. We will notify you of any updates in accordance with your preference settings and, where required by law, obtain your consent. We will inform you by emailing you at the email address you provided us, and/or by posting a notice of these changes on our Site and App.  Following such update, if you continue to access or use the Site or App, then the updated Privacy Policy is deemed to be agreed by you and will apply to you. If you do not agree with the updated Privacy Policy, please stop using our Site and App.

18. How to contact us

If you have any questions or comments concerning this Privacy Policy, you can contact our Data Protection Officer at [email protected]. This Privacy Policy was written in English and may be translated into other languages. In the event of any discrepancy or inconsistency between the English version of this Privacy Policy and any other translation, the English version shall prevail.