Bees have conducted a Legitimate Interest Assessment and believe that 'Legitimate Interest' is the most suited grounds for lawful processing of your data for the purpose of customer marketing, orders, and general communication. We collect customer-related data within our retail environment, and these individuals are likely to have an interest in the products and services offered by Bees. 
“Legitimate Interests” means the interests of our company in conducting and managing our business [to enable us to give you the best service/products and the best and most secure experience].
For example, we have an interest in making sure our marketing is relevant for you, so we may process your information to send you marketing that is tailored to your interests.
It can also apply to processing that is in your interests as well.
For example, we may process your information to protect you against fraud when transacting on our website, and to ensure our websites and systems are secure.
When we process your personal information for our legitimate interests, we make sure to consider and balance any potential impact on you (both positive and negative), and your rights under data protection laws. Our legitimate business interests do not automatically override your interests - we will not use your Personal Data for activities where our interests are overridden by the impact on you (unless we have your consent or are otherwise required or permitted to by law).
If you have any concerns about the processing, you have the right to object to processing that is based on our legitimate interests. For more information on your rights, please see

Legitimate Interest Assessment (LIA)

We have conducted an internal LIA for the purpose of customer communications and are satisfied with the evaluation. We have conducted the 3 required tests and have concluded the following:
  1. Legitimate Interest: The collection of customer data allows us to communicate our products and services, offer store credit to account holders by way of points acquired through their purchases, identify shopping habits, design and develop customer specific products and services, social media influence on our posts based on demand, geographical analysis and identify historic trends. 
  2. The Necessity Test: It is essential for the operational success of Bees to collect and process direct customer information. There is no other foreseeable method that the business can successfully achieve its goals and objectives without the underlying data we collect about our customers. 
  3. The Balancing Test: At the beginning of every signup form, customer are informed about the nature of the sign-up i.e. the expectation to receive communication from Bees for the purpose of marketing, sales, general news updates and order confirmations. They accept the basic data we collect when they sign-up. Bees Privilege Club subscribers also understand that by signing up, they are benefiting from the various perks we have to offer to them from the service. The data we collect posses no threat or possible harm to our customers. We actively take the necessary safeguards in data collection and processing that would be expected in today's standards.