Why do we use your personal data?
We will use your personal data to create and manage your member account and to give you a personalized and relevant experience of the H&M Loyalty Program.
We will use personal data about your purchases and other activities that entitles you to bonus points to provide you with bonus points, rewards and to update your memberstatus.
Furthermore, we will enable you to save items in your shopping bag, notify me service and enable you to rate and review the products you've purchased from us.
To give you a personalized experience of the H&M Loyalty Program we use the personal data that you submit through your member account and generate by using your membership to provide you with offers that we think you will like. We will process your navigation and browsing history on our digital platforms (including website and app), your shopping history and product reviews as well as the data you have submitted to us through your member account and generate by using your membership to provide you with relevant product recommendations. We also use your personal data to invite you to events, sales and competitions that we think you are interested in.
You can find your purchase history, details about your orders, H&MxKlarna credit and your Member status in your account. Your account provides you with an easy way to manage your settings (including marketing preferences), and maintain accurate and updated information such as contact details and payment information.
If you have provided your consent to direct marketing we will use your personal data to email you offers, style updatesrewards, birthday offers and special invites to sales and events. You can always find your personalized offers, rewards and more by signing in to on your member account.
What types of personal data do we collect?
We will process the following categories of personal data that you submit to us or generate when you sign up for or are signed in as a member
* identification data such as e-mail address and password
* contact information such as name, postal code, e-mail address
* date of birth
* gender (based both on submitted information and purchase history if applicable)
* membership ID
* telephone number (if you choose to provide it to us)
* address (if you choose to provide it to us)
* account settings
* encrypted payment card information
* items not yet purchased in shopping bag (only at hm.com)
* product reviews
* member activities
We will process the following categories of personal data if you make a purchase as a member
* purchase history
* delivery method (only at hm.com)
* payment method
* payment history
We will also process the following categories of personal data from cookies on hm.com
* click history
* navigation and browsing history
Who has access to your personal data?
Personal data that is forwarded to third parties, is only used to provide you with the services mentioned above. For event booking we use event booking tools. To optimize the website, we use website agencies. For product ratings we use analysis tools, as well as moderating and publishing agencies. To distribute marketing, we use communication and marketing distribution suppliers.
What is the legal ground to process your personal data?
The processing of your personal data to create and manage your member account and to provide you with the personalized services of the H&M Loyalty Program is necessary to fulfil the H&M Loyalty Program agreement.
The use of your personal data to email you offers, style updates, bonus vouchers, birthday offers and special invites to sales and events is based on your consent.
If you don't submit your personal data we won't be able to provide you with the full H&M Loyalty Program experience.
How long do we keep your data?
We will keep your personal data for as long as you have an active membership.
You have the right to terminate your membership at any time. If you choose to do so your membership will cease to exist, and your personal data will be deleted.
We will keep your personal data for a longer period of time if there are any legal requirements or if there is an ongoing dispute.
Your right to object to direct marketing:
You have the right to object to direct marketing. If you object to direct marketing, we will cease to send out marketing material from the H&M Loyalty Porgram.
You can opt out from direct marketing by the following means:
* following the instruction in each marketing message
* by editing the settings in your member account
* by contacting Customer Service
If you sign up for newsletter using your member e-mail address you will start to receive direct marketing from the H&M Loyalty Porgram again.