Privacy Notice

Privacy Notice – Cellarbrations Online Shop Program (Program)

This Privacy Notice describes how Australian Liquor Marketers Pty Ltd (ABN 52 002 885 645) and its related bodies corporate (collectively, Metcash, we, our or us) handle personal information collected as part of the Program (via various platforms, including our website, social media channels, app, in-store, over the phone or via email). To learn more about the food, liquor and hardware businesses in our group, please see the Our Businesses pages on the Metcash website.

This Privacy Notice should be read in conjunction with applicable privacy policies (such as the Metcash Group – General Privacy Policy as referred to below in section 4 ("Further information")) or privacy notices that are referenced or shown to you when personal information is collected about you for specific purposes.

Please note that the handling of personal information by third parties as contemplated in this Privacy Notice (such as Cellarbrations retailers) will generally be subject to the privacy policies of those third parties.

1. What personal information we collect and how we collect it

(i) Collection from you

We collect your personal information from you in various circumstances such as those outlined below:

Circumstances of collection	Examples of what we collect
When you register for and participate in the Program, set up an account, sign-up for marketing communications and enter promotions or competitions	Your name, contact details, date of birth, age, gender, location-related details (e.g. state or postcode), details of transactions or interactions, details of your local/primary/preferred store (or similar), account details (including member rewards earned, received or redeemed, if applicable), household and demographic details, preferences and records of your promotion or competition entries (including where you are automatically entered into competitions or promotions). When you register for the Program, we will link your profile to information we hold about you, such as information relating to your accounts with Metcash and information collected based on your IP address or other technical identifier. For more information about our use of cookies and other similar technologies, please see section 3(b)(ii) (“Digital technologies”) of the Metcash Group – General Privacy Policy. Examples of the kinds of information we collect using such technologies when you interact with us online are set out below. Information we collect about you in the future will also be linked to your profile.
When you use or reference your Program account to interact with us (e.g. logging-in to your account to make an online purchase, or using our website or app)	Your name, contact details, payment information, details of transactions or interactions (e.g. when you shopped, the store that fulfilled your order, how you paid and what you purchased), order details, Program membership information, preferences, user activity, information regarding your access to and use of websites and apps (including IP address, browser, device and operating system identifier and other technical identifiers, information input, referring domain, links and content accessed, device type, operating system, browser type, location and browsing habits) which may be collected via certain digital technologies as described in section 3(b)(ii) (“Digital technologies”) of the Metcash Group – General Privacy Policy.
When you interact with us on the phone or via email or our chatbot (e.g. when you contact our customer service teams)	Your name, contact details, details of transactions or interactions and Program membership information. Where calls are recorded, we also collect audio recordings and may generate transcripts.
When you earn, receive or redeem member rewards	Your Program membership information and details of member rewards earned, received or redeemed (if applicable).
When you submit a query, make a complaint or provide feedback	Your name, contact details, Program membership information, details of your query, complaint or feedback and any responses we provide.

If you do not provide requested personal information:

you may not be able to register for or participate in the Program;
you may not be able to earn, receive or redeem member rewards as part of the Program (if applicable);
you may not be able to access the relevant goods, service, offer, promotion, competition or support;
we may not be able to adequately address your query or concerns; or
we may not be able to personalise your experience or deliver marketing communications that are relevant to you.

Where you provide us with personal information of other individuals, you must ensure that they are aware of this Privacy Notice and the Metcash Group – General Privacy Policy.

(ii) Collection from parties other than you

We collect your personal information from third parties in certain circumstances, including when:

we manage the Program. We collect your personal information from Cellarbrations retailers, business/program partners (including delivery partners used to fulfil orders (e.g. receiving confirmation of delivery or collection of an order)) and other Program participants;
you are offered member rewards associated with the Program (if applicable). We collect your personal information from business/program partners (including member rewards earn or redemption partners (if applicable) or member rewards providers);
we manage promotions and competitions for Cellarbrations retailers. We may collect your personal information (such as name and role) from Cellarbrations retailers to ensure only eligible Program members enter certain promotions and competitions;
you respond to surveys or requests for feedback (e.g. product reviews or customer satisfaction surveys), in which case we will collect your personal information (including responses) from third parties that manage and/or analyse the surveys, requests for feedback and/or responses; and
we use or conduct data analytics. For example, we may collect your personal information from related companies and members of the Metcash group, third parties (such as Cellarbrations retailers and their service providers, suppliers, business/program partners, digital platforms, data brokers and other service providers) or other sources of publicly available information. We may match or combine that information with information we hold about you for the purposes described below in section 2 (“Generating insights and business improvements”).

We also collect personal information about you when we (or our service providers) generate insights and inferences about you using data analytics or technologies such as AI.

We may also collect personal information about you from the other parties described below in section 3 ("Who we disclose your personal information to").

2. Why we collect, hold, use and disclose your personal information

We collect, hold, use and disclose your personal information for the purposes of operating, improving and managing the Program as well as our business, including the following purposes:

Purposes	Examples of why we collect, hold, use and disclose personal information
Operating and managing the Program and managing relationships with Program members	operating, developing and promoting the Program; managing registrations, accounts and member rewards (as applicable); managing transactions (including issuing receipts); ensuring you are able to (and are eligible to) access relevant parts of Program-related platforms (e.g. Program websites and apps); facilitating the provision of goods and/or services (including offers, promotions and competitions (such as those where you are automatically entered)); sending (or enabling the sending of) surveys or requests for feedback regarding purchases, shopping experiences, products and/or services; responding to queries, complaints and feedback; and managing claims.
Communicating and promoting products, services and other benefits	sending communications about the Program and associated accounts; announcing or notifying prize or competition winners; personalising your experience while you are on our platforms (such as websites and apps); and sending or displaying Metcash and third party offers and promotions (including marketing communications and advertising on our platforms and third party websites and apps such as social media platforms). For further information about this, and how you can unsubscribe from such offers and promotions, please click here. For more details about how we use certain digital technologies for marketing purposes and personalisation, please see section 3(b)(ii) (“Digital technologies”) of the Metcash Group – General Privacy Policy.
Generating insights and business improvements	using or conducting data analytics (including about buying preferences and trends); and/or matching or combining personal information we hold with other information we hold about you or information held by related companies and Metcash group members or from third parties (such as Cellarbrations retailers, suppliers, digital platforms, data brokers and other service providers) or publicly accessible sources, to generate insights that help: better understand customer needs, preferences and experiences; identify customers with similar characteristics to another group of customers; improve the relevance of offers and promotions (including those of third parties) for customers; and develop and enhance marketing, products and services, platforms and systems of both Metcash and third parties. For more details about how we use certain digital technologies for data analytics purposes, please see section 3(b)(ii) (“Digital technologies”) of the Metcash Group – General Privacy Policy.
Protecting people, assets (including data) and our business	managing and preventing theft, fraud, misconduct, and criminal activity; protecting information that we hold; preventing access to relevant parts of our platforms (e.g. Program websites and apps) and services, where necessary (e.g. due to security reasons or age-based restrictions) or requested (e.g. in the case of self-exclusion); and training our team members and retailers.
Complying with laws and regulations and other applicable requirements, and obtaining advice	verifying identity; complying with court orders or subpoenas; complying with liquor laws, including age-based restrictions and laws regarding dry zones (i.e. areas where consumption, sales and deliveries of alcohol are prohibited); and obtaining professional advice (e.g. legal, accounting, auditing or consulting advice).
Managing administrative matters	managing retention and storage of data (including with third party service providers); and supporting corporate transactions (e.g. mergers and acquisitions) which, for example, may include disclosure to proposed or actual purchasers of our business or assets.

We may also de-identify and/or aggregate your personal information, and use and disclose the de-identified and/or aggregated data for any purpose.

In addition, we collect, hold, use and disclose your personal information for other purposes permitted by law or as outlined in the Metcash Group – General Privacy Policy or as disclosed to you from time to time.

3. Who we disclose your personal information to

We disclose your personal information to third parties including:

related companies and members of the Metcash group;
agents;
service providers (e.g. providers of technology, business support, data, analytics and marketing services);
delivery or logistics providers and other suppliers (e.g. to support the delivery or receipt of goods or where we run a competition for or in conjunction with a supplier);
digital platforms with whom we engage or advertise or use to create advertising segments or audiences or generate other insights;
business/program partners (including member rewards earn or redemption partners or member rewards providers) including to advertise and promote their goods and services);
the Cellarbrations retailer you have registered as your local/primary/preferred store (or similar) or that is the subject of your query, complaint, feedback or claim, for the purposes of that retailer participating in the Program, fulfilling orders (e.g. deliveries or click and collect orders) and providing assistance in relation to queries, complaints, feedback and claims;
payment processing providers, financial institutions and payment schemes (e.g. in connection with facilitation of payments, fraud or scam prevention and management and administration of payment functionality and any payment disputes);
professional advisors (e.g. legal, accounting, auditing or consulting advisors);
regulatory authorities, enforcement bodies and government agencies;
where we are announcing prize or competition winners, members of the public;
state and territory lottery departments;
parties to relevant corporate transactions (including investors and purchasers of all or parts of our business or assets, whether prospective or otherwise); and
other third parties where relevant for purposes described above in section 2 (“Why we collect, hold, use and disclose your personal information”).

We also disclose your personal information when permitted or required by law (e.g. in response to a subpoena).

Some of the third parties that your personal information is disclosed to are located overseas, including the following countries: United States, United Kingdom and Ireland.

4. Further information

For further information about how we handle your personal information, how you may access or correct personal information we hold about you, how you can make a complaint about a breach of the Australian Privacy Principles and how we will deal with that complaint, please visit the Metcash Group – General Privacy Policy or email our Group Privacy Officer at [email protected].

Please note that you can also seek to access or correct your contact details by accessing your Program account profile via the Program app or website or by emailing [email protected].