Privacy policy

This Privacy Policy describes how www.shopbluebutterfly.com (the “Site” or “we”) collects, uses, and discloses your Personal Information when you visit or make a purchase from the Site.

What is Personal Data?

When we use the term “personal data” or “personal information” in this Privacy Policy, we mean information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, to an individual or household. It does not include aggregated or deidentified information that is maintained in a form that is not reasonably capable of being associated with or linked to you.

Our Collection of Personal Data

From the first moment you interact with us, we are collecting personal data about you. Sometimes we collect personal data automatically when you interact with our services and, sometimes, we collect the personal data directly from you. At times, we may collect personal data about you from other sources and third parties, even before our first direct interaction. We may link or combine your activities and information collected from you on our websites with information we have collected from you offline (e.g., in-store), information we receive from third parties, as well as information we collect automatically through tracking technologies (defined below). This allows us to provide you with a personalized experience regardless of how you interact with us.

Personal Data You Provide

We collect the following personal data you provide in connection with our services:

Contact and Profile Information. We collect personal data, such as your name, email address, password, telephone number, gender, zip code, and address when you create an account, sign up for a newsletter, request a transaction or make a purchase online or in-store, consent to receive text messages, redeem or participate in a promotion, purchase or redeem a gift card or otherwise communicate with us. We collect any communications between you and us and any other information you provide to us. We also collect information about your use of our services, such as your orders, and similar activity.

Payment and Transaction Information: We may collect information such as items purchased, date and time of your transaction, amount purchased, order details, whether you used a particular coupon or deal, and payment information, such as your credit/debit card or gift card details, when you make an in-store or online purchase. Please note that we use third party payment processors to process credit card payments made to us. We also use third party payment plan providers to offer you additional payment options. As such, we do not retain any personally identifiable financial information in connection with credit card payments, such as credit card numbers. Rather, all such information is provided directly by you to our third-party processor. These third parties’ use of your personal data is governed by their privacy notice.

Shopping History: For example, we may collect personal data about the items you viewed on our website, added to your cart, purchased or returned. We use this information to operate, maintain, and provide to you the features and functionality of the services, as well as to communicate directly with you, such as to send you email messages. We may also send you service-related emails or messages (e.g., user account verification, change or updates to features of the services, technical and security notices) and communications from or about Blue Butterfly.

Personal Data Automatically Collected When You Use our Services

Like most digital platforms, we collect certain personal data automatically when you visit our online services, including:

Information About Your Device and Its Software. This may include your IP address, browser type, Internet service provider, device type/model/manufacturer, operating system, date and time stamp, and a unique ID that allows us to identify your browser or your account (including, for example, a persistent device identifier or an Ad ID), and other similar information. We may also work with third-party partners to employ technologies, including the application of statistical modeling tools, that permit us to recognize and contact you across multiple devices.

Information You May Post or Submit to Our Website. We may collect information about how you use and interact with our websites and services, including any content you post to the services.

Information About The Way You Access And Use Our Services: This may include, for example, the site from which you came and the site to which you are going when you leave our services, the pages you visit, the links you click, whether you open emails or click the links contained in emails, whether you access the services from multiple devices, and other actions you take on the services.

Analytics Data; This may include the electronic path you take to our services, through our services and when exiting our services, as well as your usage and activity on our services, such as the links and objects you view, click or otherwise interact with (also known as “Clickstream Data”). We may collect analytics data or use third-party analytics tools such as Adobe Analytics and Google Analytics to help us measure traffic and usage trends for the services and to understand more about the demographics of our users. You can learn more about Google's practices at http://www.google.com/policies/privacy/partners.

Location Information: We collect information about your location for the purpose of providing our services. We may collect location through WiFi, wireless network triangulation and other methods or we may also approximate your location by your IP Address.

Personal Data Collected In-Store

Payment and Transaction Information. We may collect information about your in-store transaction such as items purchased, items of interest, date and time of your transaction, amount purchased, and payment information, such as your credit/debit card or gift card details, when you make an in-store purchase.

For information about our and our third-party partners’ use of cookies and related technologies to collect information automatically, and any choices you may have in relation to its collection, please visit our Cookie Policy.

Personal Data from Other Sources and Third Parties

We also obtain personal data from other sources, which we often combine with personal data we collect either automatically or directly from you.

We receive the same categories of personal data as described above from the following sources and third parties:

Information We Receive from Third-Party Sites: You Connect to Our Services. Some parts of our services may allow you to login through a third party social network or authentication service such as Facebook. These services will authenticate your identity and provide you the option to share certain personal data with us, which could include your name, email address, address book and contacts, or other information. The data we receive is dependent on that third party’s policies and your privacy settings on that third-party site.

Social Networks Through Your Interactions: When you interact with our services through various social media networks, such as when you “Like” us on Facebook or when you follow us or share our content on Facebook, Twitter, Snapchat, LinkedIn, Instagram or other social networks, we may receive some information about you that you permit the social network to share with third parties. The data we receive is dependent upon your privacy settings with the social network. You should always review and, if necessary, adjust your privacy settings on third party websites and social media networks and services before linking or connecting them to our services.

Information Provided by Others:

From time to time, we may receive information about you from third parties and other users. For example, we may obtain information from our marketing partners or from third parties to enhance or supplement our existing user information. We may also collect information about you that is publicly available. We may combine this information with the information we collect from you directly.

Information Provided by Blue Butterfly Entities: We may receive information about you from other Blue Butterfly companies and affiliates, so that information you provide may be used by Blue Butterfly to provide you services, communicate with you or provide you advertisements or other personalized content.

Information Provided by Franchisees. We may receive information about you from franchisees that operate Blue Butterfly-branded stores.

Business Representatives Data Collection Practices

We also may collect professional personal data about representatives of third-party businesses, including representatives of our business, enterprise customers and business partners, in connection with our services and the operation of our business, which may include:

Contact Information: Including full name, email address, mailing address and telephone number.

Professional Information: Including job title, job function, company name and characteristics, professional background, and nature of the relationship with us.

Tax and Payment Information: Including a personal tax identification number, bank account information, and payment information where the individual is a representative of a sole proprietor or similar legal structure that uses personal tax and account information in lieu of separate business information.

Contract Information: Including any information relating to our contractual relationship.

Inquiry Information: Including the contents of emails, texts, and other communications and, where permitted by law, recordings of calls with us.

Feedback Information: including information provided in response to surveys we may conduct with customers or business partners, or unsolicited feedback received regarding our services and business. If you engage in our services or interact with us through your employer, company or organization, we may receive the above information from the company.

Our Use of Personal Data

We and the third parties we work with may use personal data:

To process registration on our services, including verifying your information to ensure its accuracy and validity.
To fulfill requests (e.g., to allow you to place an order in-store or online, have it delivered to you, or to provide you with information that you request).
To fulfill purchases (e.g., to process credit card payments in connection with your transaction). For example, we use this information to provide the services across our operations, including by supporting in-store experience when customers engage with our Blue Butterfly-owned & operated and Franchisee locations.
To personalize user experience (e.g., to locate the Blue Butterfly stores closest to your location) and customize content on our services relevant to interests, including but not limited to targeted offers and ads through our website, email, social media channels, third-party sites, or on other devices you may use.
To operate, maintain, and provide to you the features and functionality of the products and services.
To send important information regarding the services, such as certain changes to our terms, conditions, policies, and/or other administrative information. Because this information may be material to your use of the services, you may not opt out of receiving such communications.
To inform users of products, programs, services, and promotions that we believe may be of interest, including, without limitation, adding you to our email/mailing lists and permitting you to participate in sweepstakes, contests, and similar promotions (collectively, "Promotions").
To present advertising online and via emails, text messages, or other communication channels, including through social media platforms and internet search engines.
To evaluate eligibility for certain types of Promotions, offers, products, or services that may be of interest to you.
To help maintain the safety, security, and integrity of our service, technology assets, and business.
For our internal business purposes, such as data analysis, customer research, audits, fraud prevention, developing new products and/or features, enhancing the services, improving our services, identifying usage trends, and determining the effectiveness of our promotional campaigns, including to inform user engagement.
To conduct, manage, and grow our organization.
To respond to law enforcement requests and as required by applicable law, court order, or governmental regulations and enforce our corporate reporting obligations and our Terms of Use, or to comply with applicable laws.
For purposes disclosed at the time you provide your personal data or as otherwise set forth in this Privacy Policy.
For any other lawful, legitimate business purpose.

We may also use aggregate personal data in a manner such that the end-product does not uniquely identify you or any other user of the services.

If you choose to contact us, we may need additional information to fulfill your request or respond to your inquiry. We may provide additional privacy disclosures where the scope of the inquiry/request and/or personal data we require fall outside the scope of this Privacy Policy. In that case, the additional privacy disclosures will govern how we may process the information you provide at that time.

Our Disclosure of Personal Data:

We disclose personal data in the following ways:

Within Blue Butterfly: We share personal data with our parent company, subsidiaries, owned and operated stores and affiliates, so that they also may use such personal data for the purposes described in this Privacy Policy. Blue Butterfly entities disclose personal data to other Blue Butterfly entities for purposes and uses that are consistent with this Privacy Policy. For example, we may disclose your contact information to process and fulfill your order or to facilitate communication between you and a local Blue Butterfly representative.

Our Franchisees: We may share your personal data with our franchisees, particularly when we collaborate in providing the services to you. For example, we may share certain personal data so that our franchisees can view your account and purchase history in-store to better serve you. We may also need to share certain personal data with a franchisee in order to provide return or refund information that you may request through the services. We also may share information with our franchisees in order to provide local offers and promotions that might interest you.

Promotional Partners: We may share limited information with third parties with whom we partner to provide contests and sweepstakes, or other joint promotional activities. These partners will usually be clearly identified in the contest rules or promotional materials.

Third Parties at Your Request: You may choose to share your activities on the services with your friends through email or on various social media networks.

Online Advertising Partners: We also share personal data with advertising networks or permit these partners to collect information from you directly on our websites to facilitate online advertising, such as search engines and social network advertising providers to serve targeted ads to you or to groups of other users who share similar traits, such as likely commercial interests and demographics, on third-party platforms. For more information, including how to opt out of interest-based advertising, please read our Cookie Policy.

The Public: When you provide feedback or post user content on our services (e.g., if you post a product review on our website or comment on our social media sites), your information (e.g., your first name and comments) may be displayed on our websites or on our social media pages. When you engage with us on social media, we may tag your social media account or the social media account of others (e.g., to give photo credit to another user).

Service Providers: We share personal data with third-party vendors, consultants and other service providers who perform functions or services on our behalf and under our instructions to make our services available to you. For example, this may include vendors and providers who engage in marketing or advertising activities or provide mailing or email services, tax and accounting services, auditing and compliance, fraud prevention, infrastructure provisioning, analytics services, IT services, product fulfillment, and web hosting.

Business Transaction or Reorganization: We may take part in or be involved with a corporate business transaction, such as a merger, acquisition, joint venture, or financing or sale of company assets. We may disclose personal data to a third-party during negotiation of, in connection with or as an asset in such a corporate business transaction. Personal data may also be disclosed in the event of insolvency, bankruptcy, or receivership.

Legal Obligations and Rights: We may disclose personal data to third parties, such as legal advisors and law enforcement:

in connection with the establishment, exercise, or defense of legal claims;
to comply with laws or to respond to lawful requests and legal process;
to protect the rights and property of Blue Butterfly, our agents, customers, and others, including to enforce our agreements, policies, and terms of use;
to detect, suppress, or prevent fraud;
to reduce credit risk and collect debts owed to us;
to protect the health and safety of us, our customers, or any person; or
as otherwise required by applicable law.

With Your Consent or At Your Direction: In addition to the sharing described in this Privacy Policy, we may share information about you with third parties whenever you consent to or direct such sharing.

We may also share personal data which has been aggregated or de-identified in a manner such that the end-product does not uniquely identify you.

Choices and Control Over Your Information

Profile and settings: You may update your account information and adjust your account settings by logging into your account. Please note that changes to your settings may require some time to take effect.

Access to Device Information: You may control the services’ access to your device information through your “Settings” app on your device. For instance, you can withdraw permission for the services to access your network devices and geolocation.

How to control your email preferences: You can stop receiving promotional email communications from us by clicking on the “unsubscribe link” provided in such communications. We make every effort to promptly process all unsubscribe requests. You may not opt out of service-related communications (e.g., account verification, transactional communications, changes/updates to features of the Service, technical and security notices). You may also be able to adjust certain communications preferences by logging into your account.

Online advertising and tracking: Please see the Cookie Policy to learn more about how we work with third party partners to collect data through tracking technologies for various purposes, including analytics and advertising, and to understand your choices.

Text Messaging: We will not send you any marketing text messages unless you consent to receive them. To stop receiving text messages, follow the opt out instructions contained in the text message.

Children’s Personal Data

Our websites and online services are not directed to, and we do not intend to, or knowingly, collect or solicit personal data from children under the age of 13. If you are under the age of 13, please do not use our websites or online services or otherwise provide us with any personal data either directly or by other means. If a child under the age of 13 has provided personal data to us, we encourage the child’s parent or guardian to contact us to request that we remove the personal data from our systems. If we learn that any personal data we collect has been provided by a child under the age of 13, we will promptly delete that personal data.

Third-Party Websites

Our websites and online services may include links to third-party websites, plug-ins and applications. Except where we post, link to or expressly adopt or refer to this Privacy Policy, this Privacy Policy does not apply to, and we are not responsible for, any personal data practices of third-party websites and online services or the practices of other third parties. To learn about the personal data practices of third parties, please visit their respective privacy policies.

Updates to This Privacy Policy

We will update this Privacy Policy from time to time. When we make changes to this Privacy Policy, we will change the "Last Updated" date at the beginning of this Privacy Policy. If we make material changes to this Privacy Policy, we will notify you by email to your registered email address, by prominent posting on this website or our online services, or through other appropriate communication channels. All changes shall be effective from the date of publication unless otherwise provided.