Privacy Policy
Privacy Policy
This policy explains what personal information we collect, why we use it, which organisations may process it on our behalf and the rights you have when you visit, shop with or otherwise interact with Chilled Rides.
Last updated: 10 October 2026
Who is responsible for your information?
Chilled Rides is operated by SD Retail Group Ltd. For the purposes of UK data protection law, SD Retail Group Ltd is generally the controller of the personal information described in this policy.
Company number: 16050603
VAT number: 500 7212 49
Registered office: 3 Station Road, Stansted, England, CM24 8BE.
What personal information we collect
The information we collect depends on how you interact with us. It can include the following.
Information you provide to us
- Identity and contact details, including your name, email address, telephone number, delivery address and billing address.
- Order information, including products ordered, order value, delivery details, returns, cancellations and aftercare.
- Customer account information where you create or use an account.
- Customer-support information, including emails, contact-form submissions, chat messages, photographs, videos, error codes and other information you provide when asking for help.
- Preference and questionnaire information, including information you provide through tools such as our Bike Finder, surveys or product-selection forms.
- Marketing preferences, including subscriptions, unsubscribes and consent choices.
- Referral and affiliate information where you join, participate in or are connected with a Chilled Rides referral or affiliate programme.
Payment and finance information
Payments are processed through third-party payment or finance providers. We may receive transaction references, payment status, fraud or authorisation information and other limited data needed to administer an order.
Full payment-card details are generally processed directly by the relevant payment service rather than stored by Chilled Rides.
Information collected automatically
When you browse or use the website, we and authorised service providers may collect technical and usage information such as:
- IP address and approximate location derived from it;
- browser, operating system and device information;
- pages viewed and site interactions;
- referring website or advertising source;
- shopping and checkout activity;
- cookie and consent choices;
- analytics identifiers; and
- advertising and conversion information where permitted.
Information received from other organisations
We may receive relevant information from organisations involved in providing our services, such as Shopify, payment providers, couriers, suppliers, finance providers, Cycle to Work providers, referral partners, analytics services and marketing platforms.
How and why we use personal information
We only use personal information where there is an appropriate purpose and lawful basis for doing so.
| Purpose | Examples | Typical lawful basis |
|---|---|---|
| Orders & fulfilment | Processing purchases, confirming orders, arranging delivery, returns, cancellations and customer communications. | Performance of a contract. |
| Customer support & aftercare | Answering enquiries, troubleshooting, handling warranty issues, arranging repair or collection and resolving complaints. | Contract and/or legitimate interests in providing effective customer service. |
| Payments & fraud prevention | Processing payments, managing payment status, protecting transactions and detecting suspicious or fraudulent activity. | Contract, legitimate interests and/or legal obligations. |
| Legal, accounting & regulatory requirements | Maintaining records, complying with tax and accounting obligations, responding to lawful requests and protecting legal rights. | Legal obligation and/or legitimate interests. |
| Website operation & security | Delivering pages and site features, preventing abuse, maintaining availability and protecting the website. | Legitimate interests and, where relevant, consent for optional technologies. |
| Analytics & service improvement | Understanding website performance, customer journeys, usability and campaign performance. | Consent where required and/or legitimate interests where permitted. |
| Marketing & advertising | Promotional communications, advertising measurement, audience building and relevant advertising. | Consent, permitted soft opt-in and/or legitimate interests where applicable and lawful. |
| Referral & affiliate programmes | Tracking referrals, calculating rewards or commissions, administering affiliates and preventing programme abuse. | Contract and/or legitimate interests. |
Services and providers used by Chilled Rides
We use third-party providers to operate our website, process payments, understand performance, communicate with customers, provide security and support marketing.
The services actually active can change over time as our website and systems develop. The following reflects services currently used or detected in connection with chilledrides.co.uk.
🛒 Shopify & ecommerce
Shopify provides our ecommerce platform and can process information relating to browsing, customer accounts, checkout, orders, payments and store analytics.
- Shopify
- Shopify Analytics
- Shop Pay
💳 Payments
Payment services process transaction and payment information where you choose to use the relevant method.
- PayPal
- Apple Pay
- Google Pay
- American Express
- Mastercard
- Visa
📊 Google analytics & advertising
Google services may be used for analytics, tag management, conversion measurement and advertising, subject to your consent choices and applicable law.
- Google Analytics 4
- Google Tag Manager
- Google Ads conversion tracking
- Google Conversion Linker
📣 Meta advertising
Meta technologies may be used to measure advertising performance, understand conversions and support advertising audiences where permitted.
- Meta ads conversion tracking
- Meta Events Manager
📈 Microsoft Clarity
We may use Microsoft Clarity to understand how visitors interact with pages, including aggregated behavioural and usability information. Where its use requires consent, it is subject to your cookie choices.
✉️ Klaviyo
Klaviyo is used for customer communications and email marketing, including subscription management, segmentation, campaign delivery, automated messages and measurement.
💬 GetSiteControl
GetSiteControl supports interactive website features that may collect information you choose to submit.
- Chat Widget
- Contact form
- Promo Widget
- Subscribe Widget
- Survey Widget
🤝 GoAffPro
We use GoAffPro to operate our customer referral and affiliate programme.
Depending on how you participate, this can involve processing your name, contact details, referral or affiliate identifier, referral activity, qualifying orders and reward or commission information.
We use this data to attribute referrals and sales, calculate rewards or commissions, administer the programme and prevent misuse.
⭐ Reviews & trust services
Review and trust services may process information relating to reviews, purchase verification, invitations or website trust signals.
- Judge.me, where active
- Trustpilot / Trustpilot Automatic Feedback Service, where active
- TrustedSite
🛡️ Cloudflare & website security
Cloudflare services support website performance, content delivery, security, fraud and bot protection and can process technical information such as IP addresses and request data.
- Cloudflare
- Cloudflare Bot Management
⚙️ Content delivery & website libraries
We use external content-delivery networks, libraries and technical resources to deliver and operate parts of the website.
- cdnjs
- jQuery CDN
- Google Hosted Libraries
- Google Fonts
- unpkg
- other technical CDN services used by the site
📝 Contact forms
When you use a Chilled Rides contact form, we process the information you provide in order to receive, route and respond to your enquiry.
Depending on the form used, this may be handled through Shopify, GetSiteControl or another website service provider acting on our behalf.
🍪 Iubenda
We use Iubenda as part of our privacy and consent-management setup, including managing cookie choices and recording relevant consent preferences.
🚚 Suppliers, couriers & service partners
Where necessary to fulfil or support an order, we may share relevant information such as your name, delivery address, telephone number, order details and product information with suppliers, warehouses, couriers, mechanics or repair partners.
🚲 Cycle to Work & finance providers
If you choose to use finance, instalments or a Cycle to Work scheme, information may be exchanged with the relevant provider as necessary to administer your application or purchase.
Those providers may act as separate controllers for some of their own processing, including eligibility or credit decisions.
🧾 Professional & business services
We may disclose relevant information to accountants, legal advisers, insurers, technology providers and other professional service providers where reasonably necessary to operate the business or meet legal obligations.
Marketing, referrals & affiliate outreach
Customer marketing
We may send promotional communications where you have consented or where applicable law permits us to use an existing-customer marketing exemption.
You can unsubscribe from promotional emails at any time using the unsubscribe link in the message or by contacting us.
Opting out of marketing does not prevent us sending service messages that are necessary for an order, delivery, return, warranty issue or other transaction.
Referral programme
Customers may be enrolled in or invited to participate in a referral programme operated using GoAffPro. Referral identifiers can be used to attribute qualifying purchases and administer rewards.
Participation in a referral programme does not by itself mean that we will use your details for unrelated promotional communications where separate consent or another legal requirement applies.
Influencers, creators & prospective affiliates
We may identify and contact creators, influencers, publishers, businesses or other potential commercial partners about working with Chilled Rides.
This may involve processing publicly available or business contact information for legitimate business-development purposes where appropriate.
When contacting individuals electronically, we also take account of the requirements of the Privacy and Electronic Communications Regulations and provide a clear way to opt out where required.
Advertising
Subject to your consent choices and applicable law, advertising platforms may process website activity and conversion information to measure campaigns, create or refine audiences and show relevant advertising.
Cookies & similar technologies
Cookies, pixels, local storage, tags and similar technologies may be used to operate the website, maintain security, remember preferences, analyse performance and support advertising.
Technologies that are strictly necessary for the website to function are treated differently from optional analytics and advertising technologies.
Where consent is required, optional technologies should only be used in accordance with the choices you make through our consent-management system.
How long we keep personal information
We keep personal information only for as long as reasonably necessary for the purpose for which it was collected, including where we need it to meet legal, accounting, tax, warranty, fraud-prevention or dispute-resolution requirements.
Retention periods can therefore differ depending on the type of information.
- Order and transaction records may be retained for the period needed to meet accounting, tax and legal obligations.
- Customer-service, warranty and repair records may be kept while relevant to the ownership of the product, a dispute or potential claim.
- Marketing records may be retained while you remain subscribed and, where appropriate, afterwards to ensure an opt-out continues to be respected.
- Security and fraud-prevention information may be retained for an appropriate period based on risk and legal requirements.
When information is no longer required, we will delete, anonymise or otherwise dispose of it as appropriate.
International transfers
Some of our service providers operate or store information outside the UK. Personal information may therefore sometimes be processed in another country.
Where UK data protection law treats a transfer as restricted, we use an appropriate transfer mechanism where required. Depending on the circumstances, this may include UK adequacy regulations, the UK International Data Transfer Agreement, the UK Addendum to approved contractual clauses or another legally recognised safeguard.
You may contact us if you would like more information about safeguards relating to a particular transfer.
Keeping personal information secure
We use reasonable organisational and technical measures intended to protect personal information from unauthorised access, alteration, disclosure, loss or misuse.
We also use specialist ecommerce, hosting, fraud-prevention and security providers as part of protecting our systems.
No internet transmission or electronic storage system can, however, be guaranteed to be completely secure.
Your data protection rights
Depending on the circumstances, you may have rights including the following.
To exercise a right, contact us using the details in this policy. We may need to confirm your identity before responding.
These rights are subject to legal conditions and exemptions, so a particular right will not necessarily apply in every situation.
Automated decisions, recommendations & finance
Tools such as our Bike Finder can use information you provide to generate or rank product suggestions. These recommendations are intended to help with product selection and do not make legal or similarly significant decisions about you.
Payment, fraud-prevention, instalment or finance providers may use automated systems when deciding whether to authorise a transaction, prevent fraud or approve finance. Where they make decisions independently, their own privacy information and rights processes apply.
Children's information
Our online retail service is primarily intended for adults and we do not knowingly seek to collect children's personal information unnecessarily.
If you believe a child has provided personal information to us in circumstances where it should not have been collected, please contact us.
Data protection complaints
If you believe we have not handled your personal information correctly, you have the right to make a data protection complaint directly to Chilled Rides.
You do not need to use legal terminology or a particular form.
Visit the ICO complaints page →
Third-party websites & services
Our website may contain links to websites and services operated by other organisations.
Those organisations are responsible for their own processing and privacy practices. We recommend reviewing their privacy information before providing personal information directly to them.
Changes to our business
If Chilled Rides or SD Retail Group Ltd is sold, merged, reorganised or transfers all or part of its business or assets, relevant personal information may be disclosed or transferred as part of that transaction where lawful.
Changes to this Privacy Policy
We may update this policy from time to time to reflect changes to our website, services, suppliers, business practices or legal requirements.
When we make an update, we will revise the date displayed at the top of the page and, where appropriate, take additional steps to draw material changes to your attention.
Questions about your information?
If you'd like to exercise a privacy right, make a data protection complaint or simply ask how we use your information, contact Chilled Rides and we'll help with the next step.
Contact Chilled Rides