Programme Member or You, means a buyer who participates in the AITÄH Loyalty Programme organised by MAXIMA EESTI OÜ.
The Company or Us means MAXIMA EESTI OÜ, registry code 10765896, located at Aiandi 13/2, Tallinn, Estonia
AITÄH Card or card means the AITÄH Loyalty Programme card or virtual AITÄH Card issued to the programme participant.
AITÄH Loyalty Programme or programme means the AITÄH Loyalty Programme organised by the Company.
AITÄH Form means the registration form that is filled to apply for an AITÄH Card or to replace it, to enlist in the Programme, or to update registration information.
AITÄH Account means the private account for the programme participant located on the website http://aitah.maxima.ee/ or on the MAXIMA App, which is protected by the participant’s (AITÄH Account holder) name and password, which is linked to the AITÄH Card or the virtual AITÄH Card, and where the programme participant receives offers, manages their personal information, etc.
AITÄH Card Account means the account created for the AITÄH Card holder meant to keep track of spending and earning MAXIMA Money in MAXIMA Stores and Programme Partners’ stores in accordance with the terms and conditions of the programme.
Offers mean discounts, promotions and other offers (such as purchasing goods from specific stores and/or specific products, celebrating birthdays and name days, etc.), other information or material presented to the programme participant, as well as questionnaires about the goods and services, stores and points of sale, invitations to participate in games, questionnaires and surveys, etc. that are provided to the programme participant on the AITÄH Account, in MAXIMA Stores’ checkout points, on receipts, via telephone or e-mail, on the MAXIMA App, on our social media account, and/or other means.
MAXIMA App or App means an application designed for a smart phone or any other smart device, which is used to find information about promotions, discounts or other offers in MAXIMA Stores, to learn about AITÄH Loyalty Programme’s promotions, discounts and other offers, to find additional information about them, as well as to pay for products in MAXIMA Stores.
MAXIMA Store or outlet – any MAXIMA Store where Maxima sells goods.
Personal Offers are provided on the AITÄH Account, in MAXIMA Stores’ checkout points, on receipts, via telephone or e-mail, on the MAXIMA App, on our social media account, and/or other means and they mean personalised (e.g. based on purchase history or other traits) programme discounts, promotions and other offers specifically customised and targeted for the programme participant that the programme participant can use with their AITÄH Card or with other stated means, as well as information, inquiries or material presented to them and games and/or lotteries organised by the company and/or a supplier.
Account Offers mean offers and information about the programme’s offers that are presented on the AITÄH Account, on MAXIMA Store receipts and/or by other means.
Personal Data means the personal information about the programme participant which is given by the programme participant or which is collected and processed in accordance with the privacy policy. If the App’s Privacy Policy makes no provisions for processing Personal Data according to the AITÄH Loyalty Programme’s privacy policy (for example when creating and using the virtual AITÄH Card), then Personal Data presented or collected via the use of the MAXIMA App shall be processed according to the App’s privacy policy.
MAXIMA Money means virtual customer points collected on the AITÄH Card Account that can be used to cover up to 99% of the purchase amount in MAXIMA Stores.
AITÄH Loyalty Programme’s Privacy Policy or Privacy Policy means the privacy policy of the AITÄH Loyalty Programme.
Programme Partner means a product and/or service provider who has joined the AITÄH Loyalty Programme under a cooperation agreement or other agreement, who offers promotions, discounts or other benefits to the programme participant in the partner’s sale or service outlets.
Partners’ Offers mean Programme Partners’ offers on the AITÄH Account, in MAXIMA Store checkout points, on receipts and/or by other means provided to programme participants in their sale or service outlets. More detailed information about the partners of our AITÄH Loyalty Programme can be found at http://aitah.maxima.ee/.
BARBORA is a company that provides the delivery and sale of products sold in MAXIMA Stores through an online service system (an online store).
Geological Area – the geological area that is recorded according to the address information provided by the client with an accuracy of 100-500 metres.
The aim of the AITÄH Loyalty Programme is to offer advantages and to create added value for you as well as for our business:
If you have registered for the AITÄH Loyalty Programme, the special promotions, discounts, offers and other programme benefits apply in all MAXIMA Stores and Programme Partners’ sale and service outlets.
The programme is available for natural persons over the age of 18. You will participate in the programme until you have cancelled your membership or as long as your AITÄH Card is active.
Issuing and registering the AITÄH Card
You can purchase an AITÄH Card from any MAXIMA Store. The price of a new AITÄH Card is based on the price list currently in effect.
You can create a virtual AITÄH Card in the MAXIMA App with no additional fees. A virtual AITÄH Card is not registered or activated as a plastic card; a virtual AITÄH Card created in the App will be activated automatically and it can be used straight away. If you don’t have an AITÄH Account yet, then an AITÄH Account will be created automatically when you create a virtual AITÄH Card in the App or when you link an AITÄH Card with the App.
When replacing a worn and/or a non-functional card, the price of the card replacement is based on the price list currently in effect. When you buy a new card (see chapter “Replacing and linking a card”) and you combine cards in a MAXIMA Store checkout point, you will be eligible for a special price based on the price list currently in effect. Before getting to use a purchased card, it must be registered in order to activate it. For this, fill the AITÄH Form on the webpage http://aitah.maxima.ee/, or a paper form available in any MAXIMA Store. You may choose which registration method is more suitable for you. Please present the filled-out paper form together with your AITÄH Card to a cashier.
By filling out the AITÄH Form (on paper, online or in the App), you will entrust us with your Personal Data. Detailed information on how we process your Personal Data, what kind of Personal Data we collect and process, what we use it for, how long we keep it, etc. is provided in the privacy policy.
It is important to note that your (plastic) card is only activated and enables the use of the programme’s benefits when you have correctly filled the AITÄH Form, have read and accepted the conditions and the privacy policy, and have confirmed the registration.
To finalise the registration of the AITÄH Card (plastic card), it must be confirmed on the webpage https://aitah.maxima.ee/. A registration confirmation code will be sent to you via e-mail or text message that you will have to enter in the specified field on the AITÄH Account. Entering the registration confirmation code received via e-mail or text message will confirm the registration.
Important notice
Data on the AITÄH paper form will not be entered into the programme participants’ system immediately. Consequently, it may be the case that once you have filled the paper form, we have not yet entered your data into the programme participants’ system, but you may change your preferences, cancel permissions or other settings via phone. As a result, your preferences on your account or in the programme participants’ system might not be correct.
Therefore, after submitting the paper form and making changes via phone, we ask you to check your data, preferences and settings on the AITÄH Account after a certain amount of time, and update them if need be. We apologise for any inconvenience. We do our best to upload the data on the AITÄH paper form to the system as quickly as possible.
For the plastic card to work, please protect the card from high temperatures and electromagnetic fields. Please protect it from mechanical damage, keep it safe and separate from mobile phones, keys, lighters, etc.
Replacing and linking an AITÄH Card
If you previously had an AITÄH Card, but you have lost it or it is worn out and you have purchased a new one, you can transfer the MAXIMA Money and offers accrued on the old card to the new card and combine your old card’s shopping data in our regular customer systems with the new card’s shopping data. The cards can be combined on your AITÄH Account, in MAXIMA Store checkout points, or by contacting us by e-mail on klienditugi@maxima.ee or by calling our free helpline at 800 2121.
To combine cards in a MAXIMA Store checkout point, present your old card, the purchased new card, and the filled-out paper form to the cashier. Information about the successful combination of cards, transfer of MAXIMA Money, and programme offers is presented on the receipt.
You can combine already active cards by contacting us by e-mail at klienditugi@maxima.ee or by calling our free helpline on 800 2121.
When combining cards, we first identify your person for the purpose of keeping your and other programme participants’ Personal Data secure (for information on identifying programme participants, see the privacy policy). If the identification fails, we unfortunately cannot combine the cards. It is worth noting that you can only combine the cards with our help when your new card has been registered, meaning when you have filled and submitted the new AITÄH Card form (see chapter “Issuing and registering an AITÄH Card”).
Blocking an AITÄH Card
If you have lost the card, we recommend blocking it immediately. You can do that on your AITÄH Account or by notifying us either by e-mail at klienditugi@maxima.ee, via the free helpline on 800 2121, or with the help of MAXIMA Store staff. In addition to the aforementioned possibilities, it is possible to block a virtual AITÄH Card on the MAXIMA App.
To block the card on your AITÄH Account, log in to your AITÄH Account and check the “block the card” box on your AITÄH Form. After this procedure, the card will be blocked immediately. If the notice on losing the card turns out to be false, or if you get your card back, you can cancel the block on your AITÄH Account by removing the corresponding “blocked” notice.
If you wish to block the card through us (in any of the aforementioned ways), first we shall identify you once again (for information on identifying programme participants, see the privacy policy). If the identification fails, we cannot block the card. If we receive notice of losing the card and we have successfully identified you, we shall block the card on the same day (if it is a working day) or on the next working day after receiving the notice (if the notice is received on a non-working day or on a public holiday).
The blocked card is not active and cannot be used for any activities – not for collecting or using MAXIMA Money or for using offers, AITÄH Loyalty Programme discounts or promotions. The “blocked” status stays on the card for 3 months. If you cancel the blocked status during this time, you can keep using the card. If you purchase a new card during the blocking period and combine the cards (see chapter “Replacing and linking an AITÄH Card”), the MAXIMA Money shall be transferred to the new card and the old card’s data shall be combined with the new card. If the blocked status on the card is not cancelled within 3 months and it is not combined, the card will be irreversibly blocked, the AITÄH Account will be deleted and your participation in the AITÄH Loyalty Programme will expire.
MAXIMA Money
If you present your AITÄH Card (use it) when making a purchase in MAXIMA Stores, you will collect MAXIMA Money on your card account (1% of the purchase amount). You will also collect MAXIMA Money when purchasing from the online store BARBORA (www.barbora.ee).
The value of one MAXIMA monetary unit is 1 euro. Collected MAXIMA Money can be used in MAXIMA Stores to cover up to 99% of the purchase amount. You can choose at a self-service checkout point, or tell the cashier at a regular checkout point, how much of the purchase amount you would like to cover with MAXIMA Money. Collected MAXIMA Money cannot be exchanged to cash.
MAXIMA Money does not accrue and cannot be used when purchasing tobacco products, smoking accessories, alcoholic drinks, MAXIMA gift cards or discount coupons, third party services (topping up prepayment cards, lottery tickets, joint cards and services related to public transport, train and bus tickets, tare, etc.). We preserve the right (by giving notice in MAXIMA Stores and/or on the webpage www.maxima.ee) to permanently or temporarily assign certain products with another MAXIMA Money collection percentage or to forbid using MAXIMA Money when purchasing certain goods and services.
MAXIMA Money collected within a calendar year is valid until the last day of March the next year, e.g. MAXIMA Money collected in the year 2020 is valid until 31 of March 2021, etc. MAXIMA Money not used within the designated period of validity shall be annulled and will not be returned to the programme participants.
If, in accordance with the law, you return a product that you purchased using MAXIMA Money, you have the opportunity to recover the MAXIMA Money used in the purchase. For this, we recommend keeping the purchase receipt detailing the sum of MAXIMA Money used for purchasing the product. If you do not have the purchase receipt, MAXIMA shall retain the right to not return the MAXIMA Money used for purchasing the product.
You can find out the collected MAXIMA Money balance on your AITÄH Account, as well as receive a 2-year report on purchases made with the AITÄH Card (excluding purchases made in the online store BARBORA) and your use of MAXIMA Money, at any time.
Promotions and discounts
We constantly organise promotions and short-term discounts for programme participants in our stores that you can use when you purchase with your AITÄH Card.
Communication of offers
We may present you:
(hereinafter collectively referred to as offers).
Depending on the information and offers and/or your preferences (for details, see chapters 1.2 and 1.4 of the AITÄH Loyalty Programme’s privacy policy), we may present them on our webpage www.maxima.ee, in newsletters, cash receipts, on AITÄH Accounts, in the App, via e-mail, by telephone, through our social network and through other information channels.
Creating an AITÄH Account
The AITÄH Account has been specifically created for the participants of the AITÄH Loyalty Programme. AITÄH Account is linked with a specific AITÄH Card, therefore a separate AITÄH Account must be created for every separate AITÄH Card.
On your AITÄH Account you can:
Since the AITÄH Account is linked to a specific AITÄH Card, the AITÄH Account only provides usage history for the valid AITÄH Card. If you have changed your AITÄH Card, the AITÄH Account will not display the usage history of the old card, even if you have combined the cards.
If you have purchased a new AITÄH Card and registered it by filling in an electronic form at http://aitah.maxima.ee/, the AITÄH Account will be automatically created when the new card is registered. If you used a paper form to register your AITÄH Card, please fill in the AITÄH Form once more on the webpage http://aitah.maxima.ee/ in order to create the AITÄH Account. If you have multiple AITÄH Cards, then every card’s AITÄH Account must be registered with different e-mail addresses and/or phone numbers.
An AITÄH Account can be generated with the App by creating a virtual AITÄH Card or, if the programme participant has not created an AITÄH Account yet, by combining it with a current AITÄH Card. If the programme participant creates a virtual AITÄH Account in the App, they can additionally log in through the company’s webpage at http://aitah.maxima.ee/.
When registering an AITÄH Account, you create your personal login data (username and password). To mitigate the risk of illegally logging in to AITÄH Accounts, we recommend creating a complex password that is hard to guess (the password should consist of at least 8 symbols, including an upper case and a lower case letter, numbers and punctuation marks; avoid easily guessable words such as first and last names or numbers such as a birth dates) and changing it at least every 6 months. You will be responsible for the complexity of your login data and maintaining it, as well as for whatever activity that is performed while logged in to the AITÄH Account with your personal username and password.
Offers on the AITÄH Account
We may offer you different offers and information on your AITÄH Account: offers, Account Offers, Personal Offers and partners’ offers.
You can use the offers both in MAXIMA Stores and in the online store BARBORA. To see offers for BARBORA, log into the online store.
Scan and Walk service
For programme participants who want to make their purchases quicker, we offer the Scan and Walk service. It is a self-service purchase and payment method where you scan the chosen products yourself via the MAXIMA App (MAXIMA Store clerk will not take part in the shopping procedure).
The Scan and Walk service can be used by programme participants who:
Before using the Scan and Walk, you can read about MAXIMA App’s end user agreement and privacy policy in the MAXIMA App or online at https://www.maxima.ee/app-kasutustingimused.
Purchase data from participating in the AITÄH Loyalty Programme and using an AITÄH Card will be processed according to the AITÄH Loyalty Programme privacy policy. Personal Data collected from the use of the MAXIMA App will be processed in accordance with the App’s privacy policy if the App’s privacy policy does not stipulate processing Personal Data according to the AITÄH Loyalty Programme privacy policy (for example, when creating and using a virtual AITÄH Card).
Participation in the programme may be terminated by you and/or us in the following cases:
If you apply to terminate your programme participation, cancel your agreement with the effective rules and/or privacy policy, or block a card for any other reason, your card will be blocked for three months. Within these three months, you have the possibility to change your decision and to continue participating in the AITÄH Loyalty Programme. For this, all you have to do is change the card status on the AITÄH Account or give the necessary permissions to keep participating in the programme by filling in a registration form. If the blocked status on the card is not cancelled within three months, your participation in the AITÄH Loyalty Programme will be irrevocably terminated, your AITÄH Account will be deleted and all the data will be deleted or anonymised in a way that will not enable processing of your Personal Data any further.
We retain the right to change the programme and its advantages at any time and correct and amend its rules. We shall notify of the changes in the programme and/or rules on the webpage www.maxima.ee, on the AITÄH Account, in MAXIMA Stores and/or through other communication channels within a reasonable amount of time before implementing the changes.
By registering for the AITÄH Loyalty Programme, you entrust the company MAXIMA EESTI OÜ with your Personal Data and give us the right to process it in the volumes, ways and purposes specified in the privacy policy and the conditions of the AITÄH Loyalty Programme.
If you do not agree with the conditions of the Loyalty Programme or the privacy policy, we unfortunately cannot offer you a chance to participate in the AITÄH Loyalty Programme because we cannot ensure that the programme would work, nor offer you the benefits of the programme.
In this privacy policy you will find all the information on what kind of data we collect and process, what we use it for, how long we keep it, etc. This information is important and therefore we hope that you will read it carefully.
We draw your attention to the fact that both the privacy policy and the conditions of the AITÄH Loyalty Programme may be changed, supplemented, and updated.
If you use the AITÄH Card in our Programme Partners’ outlets (e.g. in the online store BARBORA) and also use the MAXIMA App, please be sure to read these Programme Partners’ and MAXIMA App’s privacy policy, rules and notices.
Definitions used in the privacy policy:
Conditions – AITÄH Loyalty Programme’s terms and conditions
The definitions used in the privacy policy coincide with definitions used in the conditions, unless stated otherwise in the privacy policy.
We respect your privacy and our priority is the security of your Personal Data. We utilise organisational and technical measures for the sake of securing your Personal Data and for the data processing procedures to be in compliance with Personal Data protection legislation and our internal policies.
We consistently adhere to the data minimisation principle and do not collect data that could be used to directly identify you as a natural person (e.g. last name, address).
The AITÄH Card and the AITÄH Account that we issue are not based on names, which is why the company does not identify you when issuing an AITÄH Card or when creating, changing and administrating the AITÄH Account for you. All the data we collect and process are tied only to the AITÄH Card’s unique number and does not enable direct and unequivocal identification of you.
The company cannot check whether the data you have provided is true or not.
The company collects and processes Personal Data listed in the privacy policy according to the following legal grounds:
For processing your Personal Data, one or more of the aforementioned legal grounds can be applied in the volumes and conditions provided by the law applicable.
Among other things, the AITÄH Loyalty Programme encompasses linking/generating an AITÄH Card and using it on the MAXIMA App and other platforms, therefore if you use or plan to use the MAXIMA App, please make sure to read the MAXIMA App’s end user agreement and MAXIMA App’s privacy policy, which list what kind of Personal Data is collected and processed while using the MAXIMA App.
1. Registration, inspection, management, and communication
Registering for the AITÄH Loyalty Programme
If you register for the programme and agree to the rules, you must provide the information listed below. Certain registration information must be given because if you do not submit it, you cannot participate in the programme.
| AITÄH regular customer programme form data: | |
| Data Categories | Your AITÄH Card number, your name*, date of birth, sex*, e-mail address and/or phone number**, place of residence***. |
| Legal basis for data processing | Your agreement1 to participate in the AITÄH regular customer programme according to its terms and conditions. |
| Time limit for data processing | The entire time you participate in the AITÄH regular customer programme. After you have ended participation in the programme, we shall keep your permissions and proof for the sole purpose of protection from claims or lawsuits against us. |
* Submitting your name and gender is not compulsory, therefore you may enter such information if you so wish.
** When registering online or on the App, submitting an e-mail address and phone number are alternative options, meaning that either e-mail address or phone number must be submitted. If you fill in the form on paper, submitting an e-mail address or phone number is not compulsory – you may enter such information if you so wish.
*** For place of residence, please mark the municipality, township (city), street name and house number. After submitting this information our system will generalise the information and determine the geological area.
How and for what purpose do we use the information on your form?
On the basis of the information on your form, we shall create a unique AITÄH Loyalty Programme participant account in the regular customer system which ensures your participation in the AITÄH Loyalty Programme, presentation of programme benefits, and the realisation of your rights according to the terms in the rules and/or this privacy policy.
We can also use the information on your form to recognise you as the owner of the AITÄH Card if, for example, you should replace a worn out or lost card for a new one and wish to combine the cards, want to renew or change your information, contact us for the realisation of your right concerning the presentation of private information or processing Personal Data, etc.
We also use the contact information on your form (e-mail address, phone number) for the purpose of communicating with you, including answering your inquiries and remarks, forwarding you important information about the AITÄH Loyalty Programme, changes in the rules and/or privacy policy, contacting you if you have forgotten your purchases or wallet, or if we discover errors in your purchases, etc.
It is very important that the information given on the form is true and accurate. If you give false (untrue) information, forget it or do not update dated information, it might be difficult for us to ensure you convenient use of all the programme’s benefits; there might also occur errors in providing services you have requested or in realising your rights and in some cases, we might have to be compelled to block your AITÄH Card and halt your participation in the AITÄH Loyalty Programme (e.g. we might need to receive or renew permissions that are required to fulfil the programme, but we are unable to identify you as the owner of the AITÄH Card).
Please read chapter 5.2 of the privacy policy to learn about how to renew information on your form.
The company cannot check whether the data you have provided is true or not. When accepting your registration form, we assume that you are at least 18 years of age, your information is true and accurate and all your permissions have been given of your own accord, having thoroughly read the privacy policy and the conditions, having understood the consequences of the permissions and the possibilities and consequences of cancelling them.
2. Managing your AITÄH Account
If you have an AITÄH Account, we shall process your data in order to maintain and administer your AITÄH Account.
Data on the AITÄH Account:
Data Categories Information submitted during registration, login data for the AITÄH Account, activities on the AITÄH Account including technical browsing data (IP address, technical information about logins and browsing).
Basis for data processing Your agreement to participate in the AITÄH Loyalty Programme and to use the AITÄH Account according to the conditions.
Time limit for data processing The entire time you have an AITÄH Account and you participate in the AITÄH Loyalty Programme. We may also keep your permission and its proof longer if it is needed to protect us from claims or lawsuits against us. We assume that we have received your permission to use the AITÄH Account and to receive offers noted in the rules (excluding Personal Offers) on the AITÄH Account if you perform the necessary procedures stipulated in the rules for creating an AITÄH Account and you confirm the registration (excluding Personal Offers, which require a separate permission, as is stated in chapter 1.5 of the privacy policy).
You always have an option to refuse to receive offers on the AITÄH Account, but in that case you will be unable to use the AITÄH Account (except for declining Personal Offers, which requires a separate permission, as is stated in chapter 1.5 of the privacy policy). Your refusal does not preclude you from participating in the programme and using its other benefits. Please notify us of your refusal via e-mail at klienditugi@maxima.ee or by phone at 800 2121.
3. Managing the AITÄH Loyalty Programme and offering its benefits
While administrating the AITÄH Loyalty Programme and offering you the benefits of the programme – earning, using and returning (if you return a product that you have purchased using MAXIMA Money) MAXIMA Money, participating in promotions, discounts, etc – we shall process your registration data as well as data on your purchases that have been registered with the AITÄH Card (hereinafter purchase data).
| For the purpose of administrating the programme, your following data will be processed: | |
| Data Categories | Your AITÄH Card number, information submitted on the form and the account, data about the AITÄH Card status (active or blocked), address of the store, date and time of purchases, names and amounts of products, total amount of the purchase (after deducting all discounts), the amount of MAXIMA Money earned, the amount of MAXIMA Money used during a purchase, the MAXIMA Money balance on the AITÄH Card, the discounts received with the AITÄH Card, history of Personal Offers presented to you and information on using them, numbers of coupons that identify which offers apply with the AITÄH Card, technical information needed for data reporting (e.g. session ID), information about regular customer programme’s AITÄH partners’ offers that you have used: number of the AITÄH Card, purchase amount, amount of MAXIMA Money earned, receipt ID, technical information needed for data reporting (e.g. session ID); payment card’s data in the case of purchasing with the App (the first six and last four digits of the card, expiration date, country of the bank that issued the card, payment card’s access key, the card’s bank of issue, other technical information related to the payment card), your permissions for the AITÄH regular customer programme. |
| Basis for data processing | Your agreement to participate in the AITÄH regular customer programme according to its terms and conditions. Your agreement to use the MAXIMA App according to the App’s end user agreement. |
| Time limit for data processing | For purchase data, 7 years from the purchase date. For all other kinds of data, the entire time you participate in the AITÄH regular customer programme. The data listed above may also be processed longer if it has been stipulated in other chapters of the policy and/or if it is necessary according to the legislation in effect and/or to protect us from claims and lawsuits against us. |
For the purposes of administrating the AITÄH Loyalty Programme, we may forward the following information to our Programme Partners: information about your AITÄH Card status (active or blocked), errors found about the status of the cards (e.g. information that the card is blocked), the last four digits of the AITÄH Card, MAXIMA Money balance on the AITÄH Card, coupons’ numbers which identify the offers that apply for your AITÄH Card, and other technical information needed for data reporting (e.g. session ID); and we may receive information from these Programme Partners about the use of your AITÄH Card in their sale and service outlets: number of your AITÄH Card, purchase amount, amount of MAXIMA Money earned, receipt’s ID and other technical information needed for data reporting (e.g. session ID).
How do we use your purchase data?
We retain purchase data in the regular customer system for 7 years from the purchase date and after the date expires, we shall delete it or anonymise it in a way that will not enable the further processing of your Personal Data, meaning we shall irrevocably delete the link to the AITÄH Card’s number, the information on your form, and your other personal information.
If your participation in the AITÄH Loyalty Programme is terminated before the purchase data’s seven year date expires, we shall delete all your form data and the rest of your personal information and anonymise your purchase data irrevocably and reliably.
If you lose the AITÄH Card issued to you, block it or replace a worn out card, you have the possibility to combine the data on the old and the new card (the rules describe how to do it). If the combining is successful, your old AITÄH Card’s purchase data will be combined with the purchase data of the new AITÄH Card and the processing of your purchase data will resume, adhering to the seven year processing date.
Data analysis while administrating the programme and offering its benefits
In order to administrate the programme and to achieve the aims set out in the rules, we may use the automated analysis of Personal Data (including your shopping data). We may group and analyse your data based on the goods you purchased, the stores you visit and/or your other characteristics (e.g. sex, date of birth, name, place of residence, etc.).
For example, we may analyse your shopping data to fix operational errors for your benefit. If we notice that our customers have received a wrong price for a product due to a mistake or a discount has not been applied, we may determine the owners of the AITÄH Card based on the purchase data and correct our mistake (compensate the price difference, etc.). We may also analyse data to offer additional benefits to certain customers: for birthdays and name days; for those who do their shopping in a specific company’s stores, who purchase certain products, who have an AITÄH Account, etc.; we additionally analyse purchase data to get to know the programme participants better and to improve the programme. In addition, we use it to present relevant information on receipts (e.g. changes in working hours, participations in games or game participation opportunities, etc.), offers and notices.
It is important to keep in mind that our data analysis has no legal or similar significance for you.
If you do not agree with our activities that fulfil the aims of the programme, which are performed with your agreement to participate in the AITÄH Loyalty Programme according to its conditions, you unfortunately cannot participate in the programme. You can notify us of your desire to stop participating in the programme by e-mail at klienditugi@maxima.ee or by calling us on 800 2121.
4. Presentation of the programme’s offers and information
4.1. Offers, Account Offers, and partners’ offers
We shall send you offers, Account Offers and partners’ offers through the communication channels of your choice (by phone (text message) and/or by phone and/or via e-mail and/or through social media and/or through the App) (hereinafter communication channels).
You can always see the offers, Account Offers, and partners’ offers on your AITÄH Account. We can also present these offers on a receipt.
If you do not have an AITÄH Account and/or you have not chosen a preferred communication channel for receiving offers, you can also read about offers and partners’ offers on our company’s website at www.maxima.ee, in the MAXIMA Store checkout points, in price lists and in our newsletters (if you have subscribed for it). You can receive Account Offers in MAXIMA Stores by asking a cashier for them.
| In order to create offers, Account Offers, and partners’ offers, the following Personal Data is processed: | |
| Data Categories | Your AITÄH Card number, your name, e-mail address and/or phone number, information on whether you agree to receive notifications on the MAXIMA App, information on whether you agree to receive location-based notifications on the MAXIMA App. |
| Legal basis for data processing | Concerning the preferred communication channels, your permission to receive offers and information through communication channels of your choice. Concerning the AITÄH Account, your agreement to use the AITÄH Account according to its conditions. Concerning receipts, your agreement to participate in the AITÄH regular customer programme according to its conditions. Concerning the MAXIMA App, your agreement to use the MAXIMA App according to the App’s end user agreement. |
| Time limit for data processing | Concerning the preferred communication channels, as long as your permission to receive offers through the preferred communication channels is valid, but no longer than your participation in the AITÄH regular customer programme. Concerning the AITÄH Account, the entire time you use the AITÄH Account, but no longer than your participation in the AITÄH regular customer programme. Concerning the receipts, the entire time you participate in the AITÄH regular customer programme. Concerning the MAXIMA App, according to the MAXIMA App’s privacy policy. We may also keep your permission and its proof for longer if it is needed to protect us from claims or lawsuits against us. |
In order to create offers, Account Offers, and partners’ offers, the following Personal Data is processed:
At any moment, you have the option to refuse to receive offers, Account Offers, and partners’ offers through preferred communication channels or to change them. Please notify us of your refusal via e-mail at klienditugi@maxima.ee or by phone at 800 2121. Your refusal does not preclude you from participating in the AITÄH Loyalty Programme and using its other benefits.
You always have the option of refusing to receive regular customer offers, Account Offers, and partners’ offers on your AITÄH Account, but in that case you will be unable to use the AITÄH Account. Your refusal does not preclude you from participating in the programme and using its other benefits.
You always have the option of refusing to receive regular customer offers, Account Offers and partners’ offers on receipts, but in that case you will be unable to participate in the AITÄH Loyalty Programme. Please notify us of your termination of participation in the programme via e-mail at klienditugi@maxima.ee or by phone at 800 2121.
If you terminate your participation in the AITÄH Loyalty Programme, you will receive general MAXIMA offers and information that is presented to MAXIMA Store customers without processing Personal Data.
4.2. Profiling data to create personalised offers
If you are a participant of the AITÄH Loyalty Programme and/or have agreed to receive personalised offers when filling in the AITÄH Account registration form and given your consent for profiling, we will, in addition to the data from your AITÄH programme participant registration form, also analyse and utilise data from your purchase history to get to know you better.
| In order to create personalised offers the following personal information is processed: | |
| Data Categories | The number of your AITÄH Card, your name, date of birth, gender, place of residence (geographical area), e-mail address and/or phone, information regarding the use of social networks (if you have chosen to receive offers via social media), purchase data (including the name of the store, date and time of the purchase, name and quantity of the products, total cost of the purchase), the history of personalised offers sent to you and data on using them, information on how you have used AITÄH Loyalty Programme Partners’ offers: AITÄH Card’s number, total cost of the purchase, the amount of MAXIMA Money earned, the receipt ID, technical information needed for data transfer (e.g. session ID), information regarding your consent to receive pop-up notifications in the App, information regarding your consent to receive location-triggered notifications in the App. |
| Legal basis for data processing | Your consent to have your data profiled in order to receive personalised offers. |
| Time limit for data processing | Carried out as long as your consent to profile data to create personalised offers is valid but not longer than your participation in the AITÄH Loyalty Programme. We may also keep your permission and its proof longer if it is needed to protect us from claims, complaints or lawsuits against us. |
If you agree to have your data profiled in order to receive Personal Offers, we are able to get to know you better, to adjust offers according to your needs, to offer other personalised benefits and ones tailored specifically towards you, and make Personal Offers. For this purpose we use automated data analysis and decision-making, including profiling. We group and analyse data from your form and/or your purchase data and based on your purchasing habits and/or other characteristics, traits, factors and parameters (e.g. gender, place of residence, specific purchase transaction etc) we present you with relevant, interesting and useful offers and other information.
Based on your purchase history and buyer habits we can suggest discounts on products in your favourite categories, notify you of news from said product selection etc.
When we have your consent to profile data in order to create personalised offers we can also automatically include your relevant purchase transactions to games or campaigns organised by us and/or our suppliers and/or partners, where you can win special prizes. We will notify you regarding your wins with a personal message using the contact information noted on the AITÄH Loyalty Programme participant form. In the case that we need additional personal information to organise a game, to announce the winner or to hand over the prize, or in the case that we wish to forward your data to a third party (e.g. the supplier organising the game), we will certainly contact you and coordinate all such activities with you.
We will forward your Personal Offers through communication channels chosen by you, on your AITÄH Account and on receipts.
If you don’t wish to have your data profiled in order to receive personalised offers, you have the chance to not give us such consent or to cancel it at any time. In this case you are still a participating in the AITÄH Loyalty Programme, but we can’t send you beneficial personalised offers or information or include you in games etc.
4.3. Statistics, buyer behaviour and market research
The purpose of the AITÄH Loyalty Programme is to offer benefits and create added value to you and to our business. We constantly strive to have our stores, the selection of goods, applicable campaigns and discounts meet our buyers’ needs as much as possible, in order to be conveniently accessible and to make the buyers feel at home in our stores and find necessary products and services conveniently.
| For the purpose of statistics, buyer behaviour and market research, the following data will be processed: | |
| Data Categories | Birth year and age, gender, place of residence, purchase data (including the store, date and time of the purchase, names and quantity of the products, total cost of the purchase, total amount of discounts received with the AITÄH Card). |
| Legal basis for data processing | Our justified interest to analyse data and draw reports necessary for business to evaluate our activities and to create value to you, to the client and to the business itself. |
| Time limit for data processing | 5 years. |
In order to compile statistical data, do market research and study buyer behaviour, and to draw up reports necessary for our business, we use automated data analysis. For this analysis we use non-personalised data and don’t process your contact information or any other information personal to you (e.g. name), which is why we don’t consider it as processing of Personal Data. Data analysis with the aim to compile statistics, to study buyer behaviour and to do market research, enables us to make important business decisions, such as creating a selection of goods to match the buyer’s needs, pricing, the display of goods, building stores based on the place of residence of our buyers etc.
Data analysis with the aim to study statistical indicators, the market and the buyer behaviour doesn’t affect you in a legal or similar meaningful way.
4.4. Lining/generating the AITÄH Card/AITÄH Account in the App and their use through the App
When you link your AITÄH Card when using the App and log in to your existing AITÄH Account or create an AITÄH Account to your existing AITÄH Card (in the case that you didn’t have one yet) or create a virtual AITÄH Card through the MAXIMA App which automatically generates an AITÄH Account, we process additional data, which we have retrieved from the process of linking your AITÄH Card or from the process of creating and using a virtual AITÄH Card, to manage the App and for you to use your AITÄH Card/AITÄH Account:
| Data Categories | The information entered when creating a virtual AITÄH Card (i.e. log in information, data to generate a virtual AITÄH Card and AITÄH Account), information regarding the operation of the MAXIMA App (type of the mobile device, operating systems and their versions), information on the use of the AITÄH Card in the MAXIMA App (e.g. the App log in information, changes in data, settings, permissions, options, other actions you perform in the App). |
| Legal basis for processing data | Your agreement to use the MAXIMA App according to the App’s operating rules in the end user agreement. Your agreement to participate in the AITÄH Loyalty Programme according to its terms and conditions. Your agreement to participate in the AITÄH Loyalty Programme and to use the AITÄH Account according to its terms and conditions. |
| Time limit for data processing | The entire time you use the App and participate in the AITÄH Loyalty Programme. |
Detailed information on processing your Personal Data when using the MAXIMA App is presented in MAXIMA’s App’s end user agreement and the privacy policy of the App.
4.5. Scan and Walk service
When you use the Scan and Walk service we process the following personal information in order to provide the Scan and Walk service:
| Personal Data that is processed in order to provide the Scan and Walk service: | |
| Data Categories | Your AITÄH Card’s ID, your name, information regarding your use of the service (how many times, when and how you have used the service, how many complete or partial purchase checks have been applied, how many purchases after the last purchase check, whether there is consent to the conditions of the MAXIMA App, the category of the buyer, information on whether the products are properly scanned). |
| Legal basis for data processing | Your agreement to use the Scan and Walk service according to the end user agreement and to the conditions established in MAXIMA’s App’s privacy policy. Your agreement to participate in the AITÄH Loyalty Programme according to its end user agreement (Scan and Walk can only be used when linking the MAXIMA App to the AITÄH Card and the Loyalty Programme’s AITÄH Account). |
| Time limit for data processing | As long as you participate in the programme. |
Personal Data collected from the use of the MAXIMA App will be processed in accordance with the App’s privacy policy if the App’s privacy policy does not stipulate processing Personal Data according to the AITÄH Loyalty Programme privacy policy (for example, when creating and using a virtual AITÄH Card).
Almost all of your Personal Data, we only receive from you. You enter the form data (e.g. when filling in the registration form) and purchase data directly when using your AITÄH Card in MAXIMA’s locations, in the AITÄH loyalty card’s partner’s sales and service outlets, also when you use the App.
The data we can retrieve elsewhere than directly from you is the data regarding your use of the AITÄH Card in the AITÄH Loyalty Programme’s partners sales and service outlets. This kind of data (see chapter 1.5 of the privacy policy) is retrieved and forwarded to us by the AITÄH Loyalty Programme’s relevant partner. This information is necessary for us so as to manage the AITÄH Loyalty Programme, the AITÄH Card, the relevant discounts and other benefits accordingly. More detailed information about the partners of our AITÄH Loyalty Programme can be found at http://aitah.maxima.ee/.
If you use the App to pay for your purchases in MAXIMA Stores, we receive your payment card’s data from the bank (the six first and four last numbers of the payment card, period of validity, the bank that issued the card, the country of residence of the bank that issued the card and other technical information regarding the payment card).
Information on the sources of your Personal Data when using the App is presented in the App’s end user agreement and the privacy policy of the App.
We can forward your data for processing to third parties who help us carry out and manage the AITÄH Loyalty Programme. Such parties can be the creators of mobile Apps, the data libraries of mobile Apps, software providers of databases, database’s administrative service providers, data centres’, host and cloud service providers, providers of mobile Apps’ maintenance services, direct marketing providers (including web and mobile Apps), advertisement (including web and mobile Apps), market research or business analysis providers, security service providers, other service providers etc. In all cases we only provide the data processor with as much data as necessary to comply with a specific order or to provide a specific service. The data processors working for us can only process your Personal Data according to our instructions. In addition, they are obligated to ensure the security of your data according to the existing legal acts and based on written contracts we have signed.
Based on your agreement to participate in the AITÄH Loyalty Programme we can also forward your data (see chapter 1.5 of the privacy policy) to the partners of the AITÄH Loyalty Programme in order to organise discounts or campaigns in the sales and service outlets of the AITÄH Loyalty Programme and to ensure the management of the AITÄH Loyalty Programme.
More detailed information about our Loyalty Programme’s AITÄH partners can be found on the website: http://aitah.maxima.ee/.
Data can also be forwarded to competent authorities or law enforcement agencies, such as the police or supervisory authorities, but only when they request it and only when it is demanded according to the current legislation or in cases provided by the current law to grant our rights and the safety of our buyers, employees and resources and to publish, present and protect legal requirements.
The App’s privacy policy might have a note of additional data sharing cases and data recipients.
Information on the recipients of your Personal Data when using the App is presented in the App’s end user agreement and the privacy policy of the App.
We only process your Personal Data in the territory of the European Economic Area. We don’t currently have the intention to forward and we will not forward your Personal Data to third countries, i.e. countries that lie outside of the European Economic Area.
Data protection laws give you many rights that you can use freely and we have to grant you the opportunity to do so. Information regarding your specific rights and ways to implement them are mentioned in this privacy policy down below; please read it carefully.
Detailed information on your rights and how to implement them when using the App is presented in the App’s end user agreement and the privacy policy of the App.
1. Right to see your Personal Data that we process
You have the right to receive confirmation from us regarding whether we are processing your Personal Data, as well as the right to inspect the Personal Data we are processing, information regarding the objectives behind the processing, the category of data being processed, the data recipient category, the data processing period, data sources, automated decision-making, including the preparation of a profiling as well as its meaning and consequences.
The majority of this information we will present you in this privacy policy and we believe it to be useful to you.
If you have an AITÄH Account, you can see the Personal Data we process on your AITÄH Account at any time (e.g. to check the current form information, the consents you have given), to see the valid Personal Offers, to obtain the history of transactions made with the AITÄH Card (the addition and deduction of MAXIMA Money) from the past two years (except for the history of purchases made in the online shop BARBORA), to check your balance for MAXIMA Money. We would like to draw attention to the fact that the AITÄH Account is linked to a specific AITÄH Card, which is why the AITÄH Account only provides user history for the valid AITÄH Card. If you have changed your AITÄH Card, the AITÄH Account will not display the usage history of the old card, even if you have combined the cards.
If information provided in this privacy policy and on your AITÄH Account is not sufficient for you, you can always turn to us via means of contact suggested in chapter 6 of the privacy policy.
2. Right to rectify Personal Data
In the case that the data you provided when filling the registration form has changed or you think that the information we process about you is imprecise or incorrect, you have the right to have that information changed, clarified or rectified.
You can correct your own data on the AITÄH Account or by presenting the renewed form to the AITÄH Loyalty Programme. You can also turn to us via means of contact provided in chapter 6 of the privacy policy and ask us to rectify or clarify your data.
3. Right to withdraw your consent
If we are processing your data based on your consent, you have the right to withdraw your consent at any time and the processing of data based on your consent will be terminated.
For example, you have the opportunity to withdraw your consent to get offers and information on the programme, also to withdraw the agreement on profiling data to send you personal programme offers. Withdrawing these given consents does not preclude you from continuing to participate the AITÄH Loyalty Programme and from using its other benefits, however it means that we cannot present you with useful offers. If you don’t agree to receive programme offers and information, you still have the opportunity to see general information, the occurring campaigns in MAXIMA Stores, discounts and news on your AITÄH Account, also general programme offers and campaigns, and offers and campaigns designed for the AITÄH Account holders (see chapter 1.2 of the privacy policy for more information).
You have the possibility to change your consents (to withdraw them or give them again) by submitting a renewed AITÄH Loyalty Programme form, by changing your consent settings on your AITÄH Account or by contacting us via means provided in chapter 6 of the privacy policy. If you withdraw your consent to receive programme offers and information, and the consent to receive Personal Offers and to be profiled, we will stop sending programme offers in 10 business days.
However, if you withdraw your consent to participate in the AITÄH Loyalty Programme, you can no longer participate in the AITÄH Loyalty Programme or its relevant part.
If your consent is no longer valid, and in the case that it’s cancelled or revoked, we will destroy the data processed during your consent and in the cases stated in the privacy policy we will anonymise the data in a trustworthy and irreversible manner.
We may also keep your consent and its proof for longer after the end of participating the programme in order to protect us from claims, complaints or lawsuits against us.
4. Right to file a complaint
If you think we are breaching the requirements of data protection acts when processing your data, we ask you to always first turn to us. We believe that with good-willed efforts we can dissipate all your doubts, answer your questions, meet your requests and fix the mistakes we have made, in the case that there are any. You can find our contacts in chapter 6 of the privacy policy.
If the solution we suggest for the problem doesn’t satisfy you or you feel like we don’t take the necessary steps according to your request, you have the right to file a complaint to the national data protection inspectorate. The contacts of the Data Protection Inspectorate can be found here: www.aki.ee
5. Right not to agree with data processing if the processing is based on legitimate interests
You have the right to not agree with the processing of Personal Data, if the Personal Data is processed on the basis of our legitimate interests. However, considering the objectives of the AITÄH Loyalty Programme and the balance of the legitimate interest of both sides (both yours as the data subject and ours as the data holder) your non-consent can also mean that by stopping your data processing based on our legitimate interests we cannot provide you with the opportunity to continue to participate in the AITÄH Loyalty Programme.
If you wish to use your right presented in this chapter, submit our data protection officer a written App.
6. Right to request the deletion of data (right to be forgotten).
If certain circumstances referred to in the Personal Data protection acts occur (if Personal Data is processed illegally, the basis of data processing is not relevant any more etc), you have the right to request us to delete your Personal Data. If you wish to use this right, submit our data protection officer a written App.
If your data is deleted by your request, you cannot participate in the AITÄH Loyalty Programme or its relevant part.
We draw attention to the fact that if you stop participating in the AITÄH Loyalty Programme or the membership ends in cases provided for in terms and conditions, your form’s data is deleted without your individual App and other data is deleted or anonymised in a trustworthy manner.
However, we cannot delete your data in the case of a statutory data retention obligation (for example the obligation to retain accounting records for 7 years (your purchase data)).
7. Right to limit data processing
If certain circumstances referred to in the Personal Data protection acts (if Personal Data is processed illegally, you challenge the accuracy of the data, you don’t agree to data processing based on our legitimate interests etc), you also have the right to limit the processing of your Personal Data.
If you wish to use your right presented in this chapter, submit a written App to our data protection officer.
8. Right to data portability
You have the right to transfer data that we process on your consent and that is processed by automated means in a structured, commonly used and machine-readable format pursuant to the procedure stated in the General Data Protection Regulation, to another data holder. We provide you with the data you wish to transfer, in a machine-readable form commonly used in our systems and your request, and in the case that there are appropriate technical means we will send the data directly to the other data holder.
If you wish to use the right to transfer data, submit a written App to our data protection officer.
9. Procedure for processing Apps
When we receive an App from you regarding the submission of data or exercising your other rights, in order to protect all our buyers’ data from being illegally published, we are obliged to ensure the AITÄH Card has been issued to you. For this purpose we might ask you to note down the current form data provided in your registration form (e.g. name, date of birth, e-mail address or phone number) – we will compare whether the data you noted matches the relevant data in the registration form. During this check we might send a control message via the contact noted on the AITÄH Card’s registration form (SMS or e-mail), requesting to be authorised, we can also request additional documents or data. If you don’t pass the control procedure (e.g. the form data you noted doesn’t match the data provided in the AITÄH Card registration form or you didn’t pass the authorisation via SMS or e-mail) we are forced to conclude that you are not the subject of the requested data and to deny your App.
If we get your App to exercise some of your rights and the aforementioned control procedure is successful, we are obliged to provide you with the information on the activities we engaged in based on your App, without an unreasonable delay, but in one month from receiving your App and finishing the control procedure at the latest. Considering the complexity and quantity of Apps we have the right to extend the one month period for another two months by notifying you before the end of the first month and noting the reasons for such delay.
If you submit the App electronically, we will also respond electronically, except for in the case where it’s not possible (e.g. huge data volumes) or in the case that you request a response via other means.
We deny your App with a motivated answer (if circumstances stated in legal acts are identified), notifying you in written form.
For all questions regarding data processing you can contact us via email klienditugi@maxima.ee or by calling our free of charge customer line 800 2121
Contact details of the data protection officer:
E-mail address: dpo@maxima.ee
Correspondence address: Aiandi 13/2, 12915, Tallinn, Eesti
Address the letter as following: Maxima Eesti OÜ, Data Protection Officer.
Contact information of our main data processor:
Maxima Eesti OÜ
Registry code 10765896
Address for the location:
Maxima Eesti OÜ
Aiandi 13/2, 12915 Tallinn, Eesti
We use various technologies and procedures to ensure security and to protect your Personal Data from illegal access, use and publishing. We choose our suppliers diligently and require them to use appropriate means to protect your confidentiality and to ensure the safety of your personal information. However, we cannot ensure the security of information forwarded online or via mobile networks; when transferring information to us (in the aforementioned manner) you assume the risk yourself.
If you don’t use the card according to the rules laid down in the terms and conditions of the card for 14 (fourteen) months in a row, your card will be blocked without an additional warning. If the blocked status of the card is not cancelled within 3 (three months), your participation in the AITÄH Loyalty Programme will be irrevocably terminated, your AITÄH Account will be deleted and all the data will be deleted or anonymised in a reliable way.
If the data retention period is not noted in this privacy policy, your data will be preserved until it’s necessary to reach objectives that the data was collected for or for the period of time established by legal acts.
When the data processing and security duration provided by this privacy policy ends we delete your data and, in the cases stated in the privacy policy, anonymise it irreversibly and in a reliable manner as quickly as possible and during the time justifiably needed for this activity.
Your Personal Data might be retained for longer than stated in this privacy policy, when:
Detailed information on protecting your Personal Data when using the MAXIMA App is presented in the MAXIMA App’s end user agreement and the privacy policy of the App.
When you visit our website you come into contact with cookies (small information files that are sent to your computer or other device (such as a mobile phone)), and with similar analytical, functional and technical tools that can be recorded in your web browser. The cookie is sent to your computer or other device in order for it to save data and so that we can identify you on our website as a participant in the AITÄH Loyalty Programme. By using cookies we can link your web browser to your purchase history and other data stated in chapters 1.2 and 1.4 of the privacy policy, which have been collected during your participation in the AITÄH Loyalty Programme. The information collected by cookies enables us to provide you with an opportunity to browse more conveniently, to provide you with attractive offers and to understand the behaviour of the users of our website better, to analyse tendencies and to improve both the website and service provided to you and the AITÄH Loyalty Programme.
Our website also uses third party cookies and other similar technologies. These cookies are used to create the browsing history of each visitor, so we can display the advertisement targeted directly to you and to ensure a better experience when browsing our website. If your web browser enables the saving of cookies from third parties, our chosen partner has the opportunity to save its cookies on your web browser.
To get more information on cookies, the use and disabling of cookies, see Cookie Policy.
After making changes to the policy we publish the renewed and valid version on our website: http://aitah.maxima.ee/. The last changes to the privacy policy have been made and are valid from the 15th of June 2020.
The privacy policy doesn’t apply to other services provided by us or our group’s companies, such as the website www.maxima.ee, payment services, invoicing, customer service line or managing your questions, requests and/or complaints in other ways.
