Our site uses cookies to give you the best experience. Manage your cookies here or continue shopping if you're happy.

Accept & close

We use cookies to give you the best experience on our website. If you're happy with how we use cookies, just continue shopping. Or you can  Manage your cookies here

Accept & close

Security and Privacy

Next Domestic Appliances Privacy Notice

The Next Domestic Appliances retail site is owned and operated by AO Retail Limited (“AO”), in conjunction with Next Retail Limited (“Next”).

Customers who purchase products and services from Next Domestic Appliances (either through the site or on the phone) are transacting with AO unless products or services are purchased using a Next Account. Products and services purchased using a Next Account will be purchased from Next Retail Limited.

AO will be what is known as the “Data Controller” of personal data provided through the site unless you purchase using a Next Account in which case Next will be the Data Controller and AO will be a Data Processor. It may sound confusing, but don’t worry, either way, your information will be kept safe and secure. Looking after the personal information you share with both our organisations is very important, and we want you to be confident that your personal data is kept safely and securely and to understand how we use it.

We have published this notice to help you understand

  • how and why both AO and Next collect information from you;
  • how your information is shared, why and on what basis; and
  • what your rights are.

When we say “we” or “us” in this policy we are referring to AO. Where you are using a Next Account to purchase products, please note that the terms of Next’s privacy policy will also apply: http://www.next.co.uk/privacy but we have set out the key points in this policy for your ease and convenience.

Should you need to contact AO or Next on privacy or data protection matters please write to:

Data Protection Officer
AO Retail Limited,
5A The Parklands





or via [email protected]


Data Protection Officer
Next Retail Limited,
Desford Road,
LE19 4AT

or via [email protected] quoting Security and Privacy Enquiry.

This privacy notice was last updated on 25th May 2018 and is version 2.0.

What information we collect when you register and why

When you buy goods through the site (or on the phone) we will ask you to provide some personal information such as;

  • full name
  • address
  • contact numbers, and
  • email address.

We may also gather information about the devices you use to access our sites (desktop and mobile), and this may include IP address.
For further information on our use of cookies and tracking please see our Cookie Notice.

If you choose to pay using a Next Account, Next may collect additional information such as payment card details, date of birth and historic addresses as set out further in their privacy policy: http://www.next.co.uk/privacy.

How we use your information

We have described below the different bases that we rely on and provided examples of the processing:

  • Your personal information is processed by AO in order to process any order that you place on our website and arrange for its delivery and installation. . (either on a contractual basis where AO is the contracting party with you or on a legitimate interests basis as the fulfilment agent of Next where you have purchased using a Next Account).
  • AO may contact you by telephone to promote product protection plans in relation to the specific product(s) you have purchased from the site on the basis of legitimate interests (but otherwise will not conduct marketing)
  • AO may use your data (on a legitimate interests basis) for:
  • research, analysis, testing, monitoring, risk management and administration purposes;
  • analytics of our website to fix any problems or improve performance; and 
  • crime or fraud prevention purposes.

If you get in touch by email to ask a question about your order or our services, we’ll keep a record of your emails and our responses. This helps us to resolve any problems, and to answer your query quickly and easily if you need to get in touch again. It also helps us to check our advisors have all the training they need to give you the best possible help. Your telephone calls to AO may also be recorded for training and regulatory purposes.

Where you are using a Next Account to purchase products, Next may use your personal data for the following purposes and for the following reasons:

What Next may use your personal information for

Legal Basis for Processing

An explanation of Next's legitimate interests

Set up your Next account

           Legitimate interest


Process efficiency in dealing with such activity.

Storing payment cards



Process your orders

           Fulfilling a contract



Notify you of your order status.

           Legitimate interests

Process efficiency in dealing with such activity, and to make improvements to our services.

Manage your account/ provide customer services to you.

This may include:
transfers to Third Countries who undertake customer services/communications activities
call recording
data verification
customer complaints/queries

Legal obligation/

Legitimate interests

(depending on nature of services)

Keeping our records up to date, handling our customer contact efficiently and effectively, working out which of our products and services may interest you and telling you about them. 

To detect, investigate and report financial crime (e.g. Fraud)

           Legal Obligation / legitimate interests


Developing and improving how we deal with financial crime.
Complying with any legal obligation placed on us by regulators such as the FCA.
Complying with any regulations that apply to us.

Process efficiency in dealing with such activity, and to make service and process improvements.

Undertake website personalisation and administration.

           Legitimate interests

Developing products, services, applications and designs that attract and retain customers.
Improving customer interaction with our sites.

Defining types of customers for new products or services

Marketing communications to inform you of special offers, promotions, new lines and Sales. Provide you with online advertising.

           Legitimate interests

Developing products, services, applications and designs that attract and retain customers.
Improving customer interaction with our sites.

Notifying you about enhancements to our services, such as changes to the website and new services that may be of interest to you.

           Legitimate interests

Developing products, services, applications and designs that attract and retain customers.
Improving customer interaction with our sites.

Contact you to undertake customer satisfaction surveys, invite you to provide product reviews or for market research.

           Legitimate interests


Developing products, services, applications and designs that attract and retain customers.
Improving customer interaction with our sites.

Maintaining network and data security

           Legitimate interests

To maintain the security of our network this in turns helps us to maintain the safety and confidentiality of your information.

Logistics planning, demand forecasting, management information and research

           Legitimate interests

We use information about shopping habits, products bought and volumes, to help us to respond to demand, ensure the right products get to the right areas and to help us plan our ranges.

For further details please see Next’s privacy policy at http://www.next.co.uk/privacy.

Who we share your information with and why

AO shares your information in very limited circumstances set out below:

  • where we’re obliged to do so (for example a legal request);
  • when we need to work with a third party or core service provider, for example a delivery service provider. Each provider is carefully selected, and we’d only pass on the information required for them to perform that service on our behalf; they cannot use your data for any other purpose e.g. their own marketing purposes;
  • with our group companies who may provide us with services;
  • with our insurance brokers or insurers for claims (or potential claims) purposes;
  • any telephone calls between you and us in respect of extended warranty products are shared with Domestic & General for quality assurance and compliance; and
  • with Next for the purposes of monitoring orders where you have not purchased using a Next Account. (Where you have purchased using a Next Account, Next will collect the information you give them).

We sometimes share anonymised information and analytics with third parties but not in a way that they could identify you as an individual.

We use third party payment service providers which are integrated into our website. When you pay using one of these methods e.g. PayPal, you are redirected to the provider’s portal. Your use of these services are subject to the terms and conditions (and privacy policies) of the payment providers.

We may transfer your personal data outside of the European Economic Area. This will only be as a result of our service providers being based outside of this area e.g. cloud hosting service providers such as Amazon Web Services or Microsoft Azure. We will always ensure that such providers are in a country that has been assessed to provide adequate protection to personal data by the European Commission, or if the service provider signs a contract with us which contains the relevant protections for you; for example, if a company is based in the United States of America and has signed up to the Privacy Shield we may also send personal data to them for the limited purposes referred to above.

We’ll never sell your information. We’ll always comply with all relevant data protection legislation (including the General Data Protection Regulation).

Where you are using a Next Account to purchase products, please note that the terms of Next’s privacy policy will also apply: http://www.next.co.uk/privacy.

Keeping in touch with you

As set out above, AO may contact you by telephone to promote product protection plans in relation to the specific product(s) you have purchased from Next Domestic Appliances (but otherwise will not use your information to conduct marketing). If you decide you do not want to receive this limited marketing from AO you can request that AO stop by writing to AO’s Data Protection Officer at the address provided above, emailing [email protected], or calling the Contact Centre on 0333 777 8907.

If you have purchased through a Next Account, Next will use your data in accordance with their privacy policy http://www.next.co.uk/privacy and may keep you up to date with information about new ranges, special offers and improvements to Next’s website.

Save as set out above, Next will not share your information with companies outside of Next Retail Ltd for their marketing purposes. Next Retail Ltd includes Next Stores, Next Directory and Next.co.uk.

If you decide you do not want to receive marketing information from Next you can request that Next stop by writing to the Data Protection Officer at the address provided above, emailing [email protected], by calling the Contact Centre on 0333 777 8000, via Next’s My Account online or the unsubscribe link within the email.

You may continue to receive mailings for a short period while your request is dealt with.

How long we keep your information

AO will only keep your personal data for as long as it remains necessary in line with the reason that we collected it from you and to meet any legal requirements (such as resolving a dispute). The time that the personal data is kept for is called the retention period. We retain your personal data relating to the purchase of your products for a period of 10 years after your purchase. This is in line with certain product liability provisions under the Consumer Protection Act 1987.

If you call or message our contact centre with an enquiry (but do not place an order) we will keep your personal data for one month.

Where Next collects your personal information (because you pay for products using the Next Account), the length of time Next retain it is determined by a number of factors including the purpose for which we use that information and our obligations under other laws.

Next may need your personal information to establish, bring or defend legal claims. For this purpose, we will always retain your personal information for 7 years after the date it is no longer needed by us for any of the purposes listed under How we use your information above. The only exceptions to this are where:

  • the law requires us to hold your personal information for a longer period, or delete it sooner;
  • you exercise your right to have the information erased (where it applies) and we do not need to hold it in connection with any of the reasons permitted or required under the law;
  • we bring or defend a legal claim or other proceedings during the period we retain your personal information, in which case we will retain your personal information until those proceedings have concluded and no further appeals are possible; or
  • in limited cases, existing or future law or a court or regulator requires us to keep your personal information for a longer or shorter period.

What are your rights?

You have a set of legal rights in relation to your personal data. These rights are to ensure that you are in control of how your personal data is used by organisations. We have provided a summary of your rights below and there is more information on these on the Information Commissioners website www.ico.org.uk.

  • Right of access –to request access to your personal information and information about how AO and/or Next process it
  • Right to rectification –to have your personal information corrected if it is inaccurate and to have incomplete personal information completed
  • Right to erasure (also known as the Right to be Forgotten) – to have your personal information erased for some purposes (including marketing)
  • Right to restriction of processing – to restrict processing of your personal information
  • Right to data portability - to electronically move, copy or transfer your personal information in a standard form
  • Right to object - to object to processing of your personal information
  • Rights with regards to automated individual decision making, including profiling –rights relating to automated decision making, including profiling

If you have any general questions about your rights or want to exercise your rights please contact [email protected] or [email protected].

You have the right to lodge a complaint with a data protection regulator in Europe, in particular in a country you work or live or where your legal rights have been infringed. The contact details for the Information Commissioner’s Office (ICO), the data protection regulator in the UK, are available on the ICO website www.ico.org.uk, where your personal information has or is being used in a way that you believe does not comply with data, however, we encourage you to contact us before making any complaint and we will seek to resolve any issues or concerns you may have.


Your privacy is important to us which is why we’ve ensured every part of our site uses secure connections. Look for the green padlock in the address bar and the letters ‘https’, as these should always be present when browsing our site.

We only take orders through web browsers that allow communication through Secure Socket Layer (SSL) technology. There’s no way you can order through an unsecured connection.

To keep you safe, we gain accreditation from the Payment Card Industry (PCI) every year. This third-party certification certifies that we take appropriate precautions to make sure your details are kept safe. This covers everything from ensuring our teams are well trained in the security risks and vulnerabilities today, to implementing security compliant IT solutions. More information regarding this security standard can be found here: https://www.pcisecuritystandards.org/pci_security/

For extra security, you’ll see our checkout uses Verified by Visa, Mastercard SecureCard and American Express Safekey, which safeguards you from unauthorised use of your cards. Once you've registered and created a password with your card issuer, you'll be prompted to provide this each time you check out.

We’re constantly monitoring and testing our IT systems and using the latest technology to identify potential vulnerabilities and attacks to provide a safe and secure shopping environment.