Privacy Policy

This Privacy Policy explains how Shelftrak Ltd ("we," "us," or "our") collects, uses, discloses, and protects your personal information when you use our website and services. It applies when you visit our website (www.shelftrak.com), contact us or use our services. It is there to inform you, not to ask for your agreement. Where we need your consent, for example for analytics cookies or marketing emails, we ask for it separately and you can withdraw it at any time.

1. Who We Are

Shelftrak Ltd is a commercial technology company based in the United Kingdom, specialising in AI-powered retail execution intelligence and category insights for global brands and retailers.

Registered Address:
3 & 4 Park Court, Riccall Road, Escrick, York, United Kingdom, YO19 6ED
Company Registration Number: 16272009
Email: info@shelftrak.com

2. Information We Collect

We may collect and process the following types of personal data:

• Contact Information: Name, email address, phone number, company details
• Business Data: Job title, department, and interactions with Shelftrak Ltd services
• Website Usage Data: IP address, browser type, pages visited, time spent on site, device type
• Communication Data: Emails, messages, feedback, or other correspondence
• Website Analytics: We use Cloudflare Web Analytics, which does not use cookies. Subject to your prior consent, we also use Google Analytics 4. If you accept analytics cookies, Google Analytics collects a randomly generated identifier stored on your device, the pages you view and how you interact with them (for example scrolling, clicks on links to other websites, file downloads, video plays and starting or submitting a form, but not what you type into it), browser and device details (such as browser type, operating system, screen size and language), your approximate location (for example country or city) and where you arrived from (for example a search engine or another website). We use this only to produce reports about how our website is used. We do not use Google Analytics for advertising, and it is not linked to any advertising account.

IP addresses and Google Analytics: for visitors in the UK, EU and Switzerland, Google Analytics does not log or store IP addresses. It uses the address briefly to work out approximate location, then discards it (Google's explanation). For visitors elsewhere, Google uses the address for basic service functions such as spam detection and approximate location, does not link it to your identifier, and discards it after use (Google's explanation).

3. How We Use Your Information

We process your data to:

• Provide and manage our services
• Communicate with you regarding your queries, account, or service use
• Send business communications and updates (with your consent, where required)
• Improve our website, services, and user experience
• Comply with legal obligations

4. Legal Bases for Processing

We rely on the following lawful bases to process your personal data:

• Contractual necessity – to provide services you request
• Legitimate interests – to operate and improve our business
• Consent – for marketing emails and for optional analytics cookies (Google Analytics 4). You can withdraw consent at any time through Cookie Preferences or by unsubscribing from our emails.
• Legal obligation – where required by applicable law

5. Sharing Your Data

We do not sell or rent your personal information. We may share it with:

• Trusted third-party service providers (e.g., cloud hosting, analytics, CRM)
• Professional advisers (e.g., legal, compliance, tax)
• Government or regulatory authorities where required by law
• Other business entities in the context of a merger, acquisition, or reorganisation

All partners are contractually required to protect your data in line with this policy.

For example, if you subscribe to our newsletter, your details are held by Klaviyo, which sends our emails on our behalf and may use your details only for that purpose.

6. International Transfers

As a global business, we may transfer your data to countries outside your own, including to partners and suppliers in the UK, EU, India, the UAE, and the United States.

If you consent to Google Analytics, data may be transferred to Google LLC in the United States. Google LLC is certified under the UK Extension to the EU-U.S. Data Privacy Framework (the UK–US data bridge). You can check its active listing on the Data Privacy Framework List (search for "Google LLC") and read Google's explanation of its transfer mechanisms.

If you subscribe to our newsletter, your details are held by Klaviyo, which hosts that data in the United States. Klaviyo is also certified under the UK Extension to the EU-U.S. Data Privacy Framework. You can check its active listing on the Data Privacy Framework List (search for "Klaviyo") and read Klaviyo's explanation.

Where a supplier cannot rely on the Data Privacy Framework, and for other suppliers, we ensure appropriate safeguards are in place, such as Standard Contractual Clauses with the UK Addendum, or equivalent legal protections.

7. Data Retention

We retain your data only as long as necessary for the purposes outlined above, or as required by law. Once data is no longer needed, it will be securely deleted or anonymised.

Google Analytics keeps event-level data for 14 months after it is collected. User-level data linked to your analytics identifier is also kept for 14 months, but the period restarts each time you visit, so it is deleted 14 months after your last visit. Deletion is automatic. Aggregated reports, which do not identify individuals, may be kept for longer. Cookie lifespans are listed in our Cookie Policy.

8. Your Rights

You have rights under data protection laws, including:

• Access your personal data
• Correct or update inaccurate data
• Request deletion of your data (subject to limitations)
• Object to or restrict processing
• Withdraw consent (where applicable)
• Complain to the Information Commissioner's Office (ICO), the UK data protection regulator, at ico.org.uk/make-a-complaint. If you live outside the UK, you can also complain to the data protection authority in your country.

To exercise your rights, please email: info@shelftrak.com. We would welcome the chance to put things right if you have a concern, but you do not have to contact us before complaining to the ICO.

9. Security Measures

We take data protection seriously and implement appropriate technical and organisational measures to safeguard your personal data from loss, misuse, or unauthorised access.

10. Cookies

Our website uses strictly necessary cookies to function and remember your privacy choices, and optional analytics cookies (Google Analytics 4) subject to your prior consent. You can change your preferences at any time by clicking Cookie Preferences or visiting our Cookie Policy.

11. Changes to This Policy

We may update this Privacy Policy from time to time. Changes will be posted on this page with an updated effective date. If a change significantly affects how we use your data, we will highlight it on this page.

12. Contact Us

For questions about this Privacy Policy or to make a data request, please contact:
Privacy contact
Shelftrak Ltd
Email: info@shelftrak.com
Address: 3 & 4 Park Court, Riccall Road, Escrick, YO19 6ED, United Kingdom