Privacy Policy
1. Who we are
Smart Choice Pet ("we", "us", "our") operates the website www.smartchoicepet.co.uk. We are the data controller for the personal information described in this policy.
| Legal (trading) name | RSW International Limited |
| Company number | 3476425 |
| Registered address | C/O Pm+M Greenbank Technology Park,Challenge Way,Blackburn, Lancashire,BB1 5QB |
| ICO registration number | |
| Contact for privacy questions | gdpr@rswint.co.uk |
If you have any questions about this policy or how we handle your information, contact us using the details above.
2. The personal information we collect
We collect information you give us directly, and some generated automatically as you use the site.
Account and orders. If you create an account: your name, email address, password (stored encrypted, never in plain text), company name and phone number. If you place an order or request a quote: delivery and billing addresses, order and quote contents, and payment confirmation (we do not store your full card details — see Section 5, Stripe).
Product reviews and wishlists. If you leave a product review, its text and star rating, linked to your account. If you save items to a wishlist, which products you've saved.
Stock alerts. If you ask to be notified when an out-of-stock item is back, the email address you give us — this works even if you don't have an account.
Notifications. If you enable browser push notifications, a device subscription identifier so we can send them.
Automatically collected. Cookies and similar identifiers as described in Section 3, and basic usage analytics (which pages you visit, roughly what device you're on) if you consent to it.
We do not collect any special category data (health, religion, etc.) about you as part of normal use of the site.
3. Cookies and similar technologies
Strictly necessary — always on, no consent needed. These keep the site and your basket working and can't be switched off without breaking core functionality.
| Cookie | Purpose | Lasts |
|---|---|---|
forge-session | Keeps you signed in to your account | 30 days |
forge-cart-id | Remembers what's in your basket | 30 days |
forge-staff-session / forge-admin-session | Staff and admin sign-in (not set for ordinary shoppers) | Session |
forge-consent | Remembers your cookie choice, below | Persistent |
Analytics — needs your consent. We use first-party analytics to understand how the site is used (which pages are visited, roughly what device you're on). We do not use Google Analytics or any third-party analytics or advertising network, and this data is not shared outside our own systems.
| Cookie | Purpose | Lasts |
|---|---|---|
forge-vid | A pseudonymous identifier so we can tell repeat visits apart | 400 days |
forge-sid | Groups your activity into a single visit | 30 minutes |
You'll see a cookie banner when you first visit, where you can accept or decline analytics cookies. You can change your choice at any time from https://smartchoicepet.co.uk/cookies
Functional — no consent needed, but not essential. forge-recently-viewed remembers products you've recently looked at, stored in your browser only.
4. How we use your information, and our lawful basis
| What we use it for | Lawful basis |
|---|---|
| Creating and managing your account | Performance of a contract with you |
| Processing orders and quotes, taking payment, arranging delivery | Performance of a contract with you |
| Responding to a stock alert request | Performance of a contract (fulfilling the request you made) |
| Providing the AI shopping assistant when you choose to use it | Performance of a contract / your consent to use the feature |
| Fraud prevention and keeping the site secure | Legitimate interests (protecting you and us from fraud and misuse) |
| Analytics, if you consent | Consent |
| Complying with tax, accounting and legal obligations | Legal obligation |
We do not send marketing emails and do not currently have any way to do so — every email we send relates to something you asked us to do (an order, a quote, a password reset, registering an account).
5. Who we share your information with
We share information with the following third parties, only as needed to run the service:
| Who | What we share | Why |
|---|---|---|
| Stripe | Order amount, currency, and your email (for their receipt) | Processing your payment. We never see or store your full card details — Stripe handles them directly. |
| Mailjet | Your name, email address, and the full content of transactional emails (order confirmations, quotes, password resets) | Delivering those emails to you |
| Our fulfilment/stock system | Order reference, delivery address, phone number and email | Getting your order picked, packed and shipped |
| Our cloud storage provider | Invoices and order documents (not publicly accessible) | Generating and storing your invoices securely |
We do not sell your personal information, and we do not share it with advertisers or data brokers.
We may also share information where required by law, to protect our legal rights, or as part of a business transfer (for example, if the business were sold).
6. How long we keep your information
We keep your account details for as long as your account is active, and your order history for as long as necessary to meet our accounting and tax obligations — typically six years, in line with UK requirements.
The content of transactional emails we send you is kept for 30 days, after which we keep only a record that it was sent (not what it said) for up to 400 days.
Analytics data, where you've consented to it, is kept for a limited period and then deleted; we keep only aggregate counts (not tied to you) after that.
If you close your account or ask us to delete your data, see Section 7.
7. Your rights
Under UK GDPR, you have the right to:
Access the personal information we hold about you
Correct it if it's inaccurate or incomplete
Ask us to delete it, where we don't have a legal reason to keep it (for example, order records we must keep for accounting purposes may be retained in part)
Restrict or object to certain uses of your information
Receive a copy of the information you've given us in a portable format
To exercise any of these rights, contact us atgdpr@rswint.co.uk and we'll action your request — we aim to respond within one month, as required by law.
If you're unhappy with how we've handled your information, you have the right to complain to the UK's data protection regulator, the Information Commissioner's Office (ICO), at ico.org.uk or by phone on 0303 123 1113. We'd appreciate the chance to put things right first — please contact us before you do.
8. International transfers
Some of the third parties we use — including our AI provider and parts of our cloud infrastructure — may process your information outside the UK. Where they do, we rely on legal safeguards such as the UK's International Data Transfer Agreement or an adequacy decision to make sure your information stays protected.
9. Children
Our site is not directed at children, and we don't knowingly collect personal information from anyone under 13. If you believe a child has given us their information, please contact us and we'll delete it.
10. Changes to this policy, contact us and how to complain
We may update this policy from time to time, for example if we start using a new service or the law changes. We'll post the updated version here with a new date at the top; if a change is significant, we'll make that clear on the site.
If you have any questions, or want to exercise any of the rights in Section 7, contact us at gdpr@rswint.co.uk
You can also complain to the Information Commissioner's Office (ICO) at ico.org.uk or on 0303 123 1113 — though we'd welcome the chance to sort things out directly first.