1 Introduction

Welcome to the Wessex Refrigeration Hire privacy policy.

Wessex Refrigeration Hire respects your privacy and is committed to protecting your personal data. This privacy policy will inform you as to how we look after your personal data when you visit our website (regardless of where you visit it from) or interact with us directly, and tell you about your privacy rights and how the law protects you.

This policy is designed to comply with the Data Protection Act 2018 and the UK General Data Protection Regulation (UK GDPR).

2 The Data We Collect About You

Personal data, or personal information, means any information about an individual from which that person can be identified. We may collect, use, store and transfer different kinds of personal data about you which we have grouped together as follows:

• Identity Data includes first name, last name, username or similar identifier, and title.
• Contact Data includes billing address, delivery address, email address, and telephone numbers.
• Financial Data includes bank account and payment card details (processed securely via our payment gateways).
• Transaction Data includes details about payments to and from you and other details of equipment you have hired from us.
• Technical Data includes internet protocol (IP) address, your login data, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform, and other technology on the devices you use to access this website.
• Usage Data includes information about how you use our website, products, and services.
• Marketing and Communications Data includes your preferences in receiving marketing from us and our third parties and your communication preferences (including SMS opt-ins).

3 How Is Your Personal Data Collected?

We use different methods to collect data from and about you including through:

• Direct interactions. You may give us your Identity, Contact, and Financial Data by filling in forms or by corresponding with us by post, phone, email, or otherwise. This includes personal data you provide when you request a quote, hire a cold room, or request emergency support.
• Automated technologies or interactions. As you interact with our website, we will automatically collect Technical Data about your equipment, browsing actions, and patterns. We collect this personal data by using cookies, server logs, and other similar technologies.
• Third parties or publicly available sources. We may receive personal data about you from various third parties, such as analytics providers (like Google), advertising networks (like Meta/Facebook), and search information providers.

4 How We Use Your Personal Data

We will only use your personal data when the law allows us to. Most commonly, we will use your personal data in the following circumstances:

• Performance of a Contract: Where we need to perform the contract we are about to enter into or have entered into with you (e.g., to deliver a refrigerated trailer to your site).
• Legitimate Interests: Where it is necessary for our legitimate interests (or those of a third party) and your interests and fundamental rights do not override those interests (e.g., to keep our records updated, to study how customers use our products/services, and to grow our business).
• Legal Obligation: Where we need to comply with a legal or regulatory obligation.
• Consent: Generally, we do not rely on consent as a legal basis for processing your personal data other than in relation to sending third-party direct marketing communications to you via email or text message. You have the right to withdraw consent to marketing at any time.

5 Advanced Analytics, Retargeting & SMS

We use advanced digital tools to improve our website experience and communicate effectively with our customers.

Advanced Google Analytics (GA4)

We use Google Analytics 4 (GA4) to understand how users interact with our website. This includes Advanced Advertising Features such as Demographics and Interest Reporting. GA4 may collect Technical and Usage Data via cookies. We have configured GA4 to anonymise IP addresses where possible. You can opt-out of Google Analytics tracking by installing the Google Analytics Opt-out Browser Add-on.

Retargeting and Remarketing

We use remarketing tracking cookies and conversion pixels from vendors such as Google Ads and Meta (Facebook Pixel). This means we may continue to show ads to you across the internet, specifically on the Google Content Network and Meta platforms, based on your previous visits to our website.

These platforms use cookies, web beacons, and similar technologies to collect or receive information from our website and elsewhere on the internet and use that information to provide measurement services and target ads. You can opt-out of the collection and use of information for ad targeting by visiting www.aboutads.info/choices.

SMS Communications & Marketing

If you provide your mobile telephone number and consent to receive text messages, we may use your Contact Data to send you SMS communications. These include:

• Transactional SMS: Important updates regarding your hire, engineer ETAs, or emergency breakdown responses.
• Marketing SMS: Promotional offers or updates regarding our services (only where explicit consent has been provided).

You can opt-out of receiving SMS messages at any time by replying “STOP” to any message you receive from us, or by contacting us directly.

6 Disclosures of Your Personal Data

We may have to share your personal data with the parties set out below for the purposes outlined in Section 4:

• Service providers acting as processors based in the UK who provide IT, software, SMS gateway, and system administration services.
• Professional advisers including lawyers, bankers, auditors, and insurers based in the UK who provide consultancy, banking, legal, insurance, and accounting services.
• HM Revenue & Customs, regulators, and other authorities based in the UK who require reporting of processing activities in certain circumstances.
• Third parties to whom we may choose to sell, transfer, or merge parts of our business or our assets.

We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes.

7 Data Security & Retention

Data Security

We have put in place appropriate security measures to prevent your personal data from being accidentally lost, used, or accessed in an unauthorised way, altered, or disclosed. In addition, we limit access to your personal data to those employees, agents, contractors, and other third parties who have a business need to know. They will only process your personal data on our instructions and they are subject to a duty of confidentiality.

Data Retention

We will only retain your personal data for as long as reasonably necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, regulatory, tax, accounting, or reporting requirements. By law we have to keep basic information about our customers (including Contact, Identity, Financial and Transaction Data) for six years after they cease being customers for tax purposes.

8 Your Legal Rights

Under the UK GDPR, you have rights under data protection laws in relation to your personal data. You have the right to:

• Request access to your personal data (commonly known as a “data subject access request”).
• Request correction of the personal data that we hold about you.
• Request erasure of your personal data.
• Object to processing of your personal data where we are relying on a legitimate interest.
• Request restriction of processing of your personal data.
• Request the transfer of your personal data to you or to a third party.
• Withdraw consent at any time where we are relying on consent to process your personal data.

If you wish to exercise any of the rights set out above, please contact us using the details below. We try to respond to all legitimate requests within one month.

9 Contact Us

If you have any questions about this privacy policy or our privacy practices, please contact us in the following ways:

Wessex Refrigeration Hire
Martins House, Keens Elm Lane,
Street, Somerset, BA16 0LX

Email: enquiries@refrigerationhire.co.uk

Telephone: 01458 552 323