We care about protecting and respecting your personal data. 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 disclose your personal data to, and how you can control the way your personal data is collected, used and disclosed by us.
If you access or use the PrimeSG Rewards mobile application (“App“) and/or the Website (as defined in our Terms and Conditions), then you shall be deemed to consent to the collection, use and disclosure of your personal data in accordance with this Privacy Policy. If you do not agree to this Privacy Policy, please stop using our App and Website, and do not apply for a PrimeSG Rewards Account (as defined in our Terms and Conditions).
PrimeSG Rewards is a lifestyle rewards programme (“PSGR“) that enables members to accumulate FreshPoints (“Points“), or redeem FreshPoints in return for products, discounts, services, discounts, gifts or vouchers (“Rewards”). PrimeSG Rewards is jointly owned and operated by Prime Supermarket (1996) Pte Ltd and Prime Online Pte Ltd. Both entities are responsible for the content, operations, and maintenance of the Mobile Application.
(“Prime”, “we“, “us“, “our”). Personal data we collect about you will be used in line with this Privacy Policy.
Your personal data will either be provided by you, or will be collected by us or captured automatically. For example, we collect your personal data when you complete your Membership (as defined in our Terms and Conditions) application, when you transact and accumulate FreshPoints on your Membership account (“PrimeSG Rewards Account“), when you redeem a Reward, when you contact us or when you browse our App and/or Website.
Our App and PrimeSG Rewards are only intended for people over the age of 18. We will collect information of your date of birth to verify that you are over the age of 18.
It may be necessary for you to provide us with certain personal data in order for you to receive the benefits of PrimeSG Rewards or to access and use the App and/or the Website. 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.
(a) Your Membership
If you are a PrimeSG Rewards member (“Member“), some of the personal data we may collect about you includes:
(b) When you visit our App or Website
We may use online tracking technologies such as cookies, pixel tags, web beacons and other similar technologies to automatically collect information about:
You have the right to disable any of these online tracking technologies. To learn more about how we use the above data, please see section 14 below on Online tracking technology.
(c) Other information
We also collect some of 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), or when you participate in our lucky draw, contests or promotions.
We will only use your personal data for the purposes set out below.
(a) Account administration
To help administer and maintain your PrimeSG Rewards Account, including:
(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
If you choose to receive marketing and promotional materials (“Marketing Communications“), to provide you with them. Please see section 9 on Direct Marketing below for more information.
To understand our customers, and to develop and tailor our products and services, we may analyse the personal data such as gender and postal code that we hold in order to measure or understand the effectiveness of the advertising we serve to you and others, and to deliver relevant advertising to you.
(d) Personalisation
To create personalised Marketing Communications tailored to your interests and preferences, and to provide you with the best possible customer experience in relation to our App and your Membership, we may also use data analytics tools to determine whether our or our Partners’ offers, advertisements and promotions are effective, as well as to determine whether you may be interested in new products or services, or to customise the content and types of offers, products, services and Rewards that we present to you.
(e) Optimisation and improvements
We may use your personal data to understand and improve our App or our operations, or our Partners’ operations, through various means, such as the use of analytics tools, research, surveys and feedback forms. This will enable us and our Partners 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.
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) Prime Group
Your personal data may be transferred to any of PrimeSG Rewards’s related corporations (Prime and such corporations collectively, “Prime Group”) for any of the purposes we have set out above.
(b) Service providers
Your personal data may be shared with our or any Prime Group members’ service providers (including agents and contractors) who process personal data on our behalf to help us administer and operate PrimeSG Rewards, our App or our Website, to conduct data analytics, to help aggregate and anonymise the personal data, or to carry out any of the purposes set out above. These may include IT vendors, back-office and front-end or ancillary service providers, call centre operators, marketing agencies, data management and analytics service providers, and customer contact services. Our service providers may contact you on our behalf or on behalf of our Prime Group members, for any of the purposes set out above.
We only use trustworthy service providers, who are under an obligation to only use your personal data in accordance with this Privacy Policy.
(c) 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.
(d) Government and regulatory authorities
This Privacy Policy is governed by the laws of Singapore. We strive to handle your personal data in accordance with any data privacy laws, including the Personal Data Protection Act 2012, that we believe 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 Singapore.
Aggregated or anonymised data that does not include any personally identifiable information, may be used by us, our Partners, our Prime Group members or other third parties for various purposes, including 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, research or analytics.
If you have opted to receive offers and promotions from us, we may use your personal data to:
We may send you direct marketing communications and market research invitations via in-app notifications on your mobile device, when you access the App, or through online banner advertisements.
Before providing you with direct marketing communications, we will always ask for your consent. You can choose at any time not to receive any direct marketing communications from us. Please see the section on Your rights below.
We will not provide your personal data to our Partners for them to send you marketing materials, unless you allow this.
However, we may send Marketing Communications to you on behalf of our Partners, subject to your consent and in accordance with the Direct Marketing section above. If you agree to receive any marketing materials directly from our Partners, then please carefully read our respective Partners’ privacy policies.
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 secure and safe from any loss or unauthorised 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 App.
We will keep your personal data only for so long as is necessary to fulfil the purposes outlined in this Privacy Policy, unless required for other legal or business purposes. Once we no longer need your personal data, we will either irreversibly anonymise or securely delete it on our servers.
(a) Access and correction
You have the right to access and correct your personal data held by us, at any time, by editing your information within the App.
In order to ensure that your personal data is kept as accurate as possible, please update any changes to your personal data.
(b) Opt-out of direct marketing
At any time, you can ask us to stop using your personal data to send 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:
We will stop using your personal data to send you Marketing Communications in accordance with your request. However, we may still send you non-promotional communications such as information concerning the administration of your PrimeSG Rewards Account 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.
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.
We use cookies and other similar identification technologies such as web beacons and pixel tags on our App, website, and online advertisements for various purposes, including verifying users; remembering user preferences and settings to enhance your experience when you return to our App or Website; delivering relevant content and advertisements based on your preferences, location and usage patterns; monitoring, evaluating and optimising the operation of our App or Website; tracking and measuring the effectiveness of our advertising campaigns; and analysing traffic on our App or Website and the websites of our Partners.
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.
Our App may contain links to other third-party websites and applications, including those of our Partners (“Third Party Sites”). We do not own or control 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 App, and to review the privacy policies of these Third-Party Sites so that you are aware of how your personal data may be collected and used by such third parties.
From time to time, we may update this Privacy Policy to reflect new technologies, 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 SMS you at the mobile number you provided us, and/or by posting a notice of these changes on our App or Website.
If you have any questions or comments concerning this Privacy Policy, you can contact our Data Protection Officer at customerservice@primesupermarket.com.