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Privacy Policy

Last Modified: 23rd August 2019

This Privacy Policy describes how your personal information is collected, used, and shared when you visit or make a purchase from afternooncrumbs.com or shop.afternooncrumbs (collectively, the “Site”), or when you make an order or enquiry via another method (including but not limited to in store, via email, phone, social media or Easy).


a) Device Information

When you visit the Site, we automatically collect certain information about your device, including information about your web browser, IP address, time zone, and some of the cookies that are installed on your device. Additionally, as you browse the Site, we collect information about the individual web pages or products that you view, what websites or search terms referred you to the Site, and information about how you interact with the Site. We refer to this automatically-collected information as “Device Information.”

We collect Device Information using the following technologies: 

   - “Cookies” are data files that are placed on your device or computer and often include an anonymous unique identifier. For more information about cookies, and how to disable cookies, visit http://www.allaboutcookies.org. You can read Shopify's cookie policy and learn more about specific cookies used here: https://www.shopify.com/legal/cookies

   - “Log files” track actions occurring on the Site, and collect data including your IP address, browser type, Internet service provider, referring/exit pages, and date/time stamps.

   - “Web beacons,” “tags,” and “pixels” are electronic files used to record information about how you browse the Site.

In addition to the Shopify cookies above we also use MailChimp and Google Analytics cookies to store information about website and purchase behavior.

b) Order information

Additionally when you make a purchase or attempt to make a purchase through the Site or via the Shopify POS (for example in store or over the phone), we collect certain information from you, including your name, billing address, shipping address, payment information (including credit card numbers), email address, and phone number. We refer to this information as “Order Information.”

c) Enquiry information

When you make an enquiry (including but not limited to in store, by email, phone or social media) as part of the buying and selling process, we collect the personal information you give us such as your name, email address and phone number as well as information related to your order (including but not limited to birthdays, names, age, interests). This information is recorded on paper and electronically by Afternoon Crumbs and also shared with HubSpot who have their own Privacy Policy

d) Email marketing information

We collect your name and email in order to send marketing emails about our store, new products and other updates. This information is shared with Shopify and MailChimp, both of which also have their own Privacy Policies. We only send you marketing emails if you have opted in to receive this either online, in-store or at another event (e.g. local fairs). You may unsubscribe from this list at any time either by clicking the link provided in each email or by emailing hello@afternooncrumbs.com

When we talk about “Personal Information” in this Privacy Policy, we are talking about Device Information, Order Information, Enquiry Information and Email Marketing Information.


 a) Device information

We use the Device Information that we collect to help us screen for potential risk and fraud (in particular, your IP address), and more generally to improve and optimize our Site in line with our legitimate business interests (for example, by generating analytics about how our customers browse and interact with the Site, and to assess the success of our marketing and advertising campaigns). This information is shared with Shopify, Google Analytics and MailChimp (for information about how and why this is shared see below).

MailChimp uses cookies to limit the number of times each site visitor sees a pop-up form on our website. After the first time a visitor sees the form, it won't display to them again for another year unless they clear their cookies or open your site in another browser. You can read more about this in MailChimp's cookie policy here.

b) Order information 

We use the Order Information that we collect generally to fulfill any orders placed through the Site or via the Shopify POS (including processing your payment information, arranging for shipping, and providing you with invoices and/or order confirmations). Additionally, we use this Order Information to:

Communicate with you;

Screen our orders for potential risk or fraud; and

When in line with the preferences you have shared with us, provide you with information or advertising relating to our products or services.

This information is shared with Shopify, Google Analytics, MailChimp, Zapiet and ShopStorm (for information about how and why this is shared see below)..

c) Enquiry information

We use the Enquiry information to help manage and respond to enquiries as they arise and for the purposes of fulfilling your orders (as part of the buying and selling contract). We also use this information after orders are completed to fulfill our legitimate interests of providing additional value for repeat clients by being able to refer to previous orders (for example being able to provide information about previous cake sizes, flavours and prices) and for Afternoon Crumbs legitimate business interests in being able to track enquiry levels and details (e.g. product categories, lead times) and to use enquiry information for quoting future orders. This information is shared with HubSpot (for information about how and why this is shared see below).

d) Email marketing information

Your email marketing information is used to send emails about our store, new products and other updates. We only send you marketing emails if you have opted in to receive this either online, in-store or at another event (e.g. a local fair). You may unsubscribe from this list at any time either by clicking the link in every email or by emailing hello@afternooncrumbs.com. This information is shared with Shopify and MailChimp (for information about how and why this is shared see below)..


We share your Personal Information with third parties to help us use your Personal Information, as described above.

For example, we use Shopify to power our online store--you can read more about how Shopify uses your Personal Information here: https://www.shopify.com/legal/privacy and see their cookie policy here: https://www.shopify.com/legal/cookies

We also use Google Analytics to help us understand how our customers use the Site--you can read more about how Google uses your Personal Information here: https://www.google.com/intl/en/policies/privacy/. You can also opt-out of Google Analytics here: https://tools.google.com/dlpage/gaoptout.

We use MailChimp to collect and process our Email Marketing information and to send you marketing emails with your permission . You can read more about their Privacy Policy here :https://mailchimp.com/legal/privacy/ and their cookie policy here: https://mailchimp.com/legal/cookies/

We use ShopSync to share Email Marketing, Device and Order information between Shopify and MailChimp. You can read more about their privacy policy here: https://shopsync.io/privacy-policy. They do not store personal information as part of the transfer process.

We use HubSpot to collect and process our Enquiry Information. You can read more about their privacy policy here: https://legal.hubspot.com/privacy-policy

We use Zapiet to manage store pickup functionality within our Shopify store. You can read more about their privacy policy here: https://www.zapiet.com/privacy-policy/

We use Shopstorm Product Customizer to be able to provide customisable products within our store (for example adding a message to your cakes). You can read more about their privacy policy here: https://shopstorm.com/privacy-policy/

We use Custom Fields by Bonify to customise the shop section of our website. Custom Fields will be able to access data such as customer names, e-mail addresses, phone numbers, physical addresses, geolocations, IP addresses, and browser user agents in order to provide their services. You can read more about their privacy policy here: https://customfields.bonify.io/privacy

Finally, we may also share your Personal Information to comply with applicable laws and regulations, to respond to a subpoena, search warrant or other lawful request for information we receive, or to otherwise protect our rights.


Some products in the collections in our “Afternoon Crumbs Recommends” section link to external websites which may contain affiliate tracking. By clicking the links on these pages you agree that Afternoon Crumbs takes no responsibility for the content of these sites and consent that cookies may be used to collect information included but not limited to your device and purchase behaviour. Afternoon Crumbs may earn commission through sales placed using these links.

You can find out more about the specific affiliate partners we use and their cookie policies below:

Affiliate Window https://www.awin.com/gb/legal/privacy-policy-gb https://www.awin.com/gb/gdpr

Rakuten/Linkshare https://rakutenmarketing.com/en-uk/legal-notices/website-privacy-policy/

Commission Junction https://www.conversantmedia.eu/legal/privacy-policy https://www.conversantmedia.eu/legal/cookie-policy

Amazon Affiliates https://www.amazon.co.uk/gp/help/customer/display.html?nodeId=502584

Individual website linked to should also provide their own privacy policies should you wish to learn more.


Please note that we do not alter our Site’s data collection and use practices when we see a Do Not Track signal from your browser.


If you are a European resident, you have the right to access personal information we hold about you and to ask that your personal information be corrected, updated, or deleted. If you would like to exercise this right, please contact us through the contact information below.

Additionally, if you are a European resident we note that we are processing your information in order to fulfill contracts we might have with you (for example if you make an order through the Site), or otherwise to pursue our legitimate business interests listed above. Additionally, please note that your information will be transferred outside of Europe, including to Canada and the United States.


When you place an order through the Site or make an Enquiry via another method, we will maintain Personal Information for our records unless and until you ask us to delete this information. 


We may update this privacy policy from time to time in order to reflect, for example, changes to our practices or for other operational, legal or regulatory reasons.


For more information about our privacy practices, if you have questions, if you would like to make a complaint or would like to access, correct, update or delete the personal information we hold on you, please contact us by e-mail at hello@afternooncrumbs.com or by mail using the details provided below:

Afternoon Crumbs, 28 The Parade, Claygate, SRY, KT10 0NU, United Kingdom