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Parklife App Privacy Policy

Privacy Policy

Last updated: May 2026

 

1. Introduction

This Privacy Policy explains how PATRIZIA UK Ltd (we, us, or our) collects, uses, stores, and protects your personal data when you use the Birchwood Park Parklife mobile application (the App).

The App is available exclusively to occupiers of Birchwood Park, Warrington, and is designed to keep you informed about menus, travel updates, events, offers, and general park information.

We are committed to handling your personal data in accordance with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.

 

2. Data Controller

The data controller responsible for your personal data is:

PATRIZIA UK Ltd

Registered Office: Swatton Barn, Badbury, Swindon, Wiltshire, SN4 0EU

Registered in England No. 07826103

Operating address: Chadwick House, Birchwood Park, Warrington, Cheshire, WA3 6AE

Email: info@birchwoodpark.co.uk

Telephone: 01925 851536

 

3. What Personal Data We Collect

When you register for and use the App, we may collect the following personal data:

  • Full name
  • Email address
  • Company name (your employer or occupier organisation at Birchwood Park)
  • Marketing preferences (your consent to receive marketing emails)
  • App usage and analytics data (collected automatically via the Firebase Analytics SDK — see Section 7)

We do not collect sensitive personal data (also known as special category data) through the App.

 

4. How We Use Your Personal Data

We use your personal data for the following purposes:

4.1 App Registration & Account Management

Lawful basis: Performance of a contract / Legitimate interests

We use your name, email address, and company name to create and manage your App account, verify your eligibility as a Birchwood Park occupier, and provide you with access to App features.

4.2 In-App Offers

Lawful basis: Performance of a contract / Legitimate interests

Offers displayed within the App can be redeemed by presenting your App screen at the point of sale at participating outlets on the park. Your account details may be used to validate your eligibility for an offer.

4.3 Marketing Communications

Lawful basis: Consent

If you have opted in to marketing emails during registration or at any point thereafter, we will use your email address to send you updates about events, news, offers, and other information relating to Birchwood Park. These emails are sent via our third-party email marketing platform, Force24.

You can withdraw your consent to marketing emails at any time by using the unsubscribe link in any marketing email, or by contacting us directly at info@birchwoodpark.co.uk.

4.4 Analytics

Lawful basis: Legitimate interests

We use Firebase Analytics (provided by Google) to collect anonymised and aggregated data about how users interact with the App. This helps us understand usage patterns and improve the App’s performance and content. Please see Section 7 for further details.

 

5. Who We Share Your Data With

We do not sell your personal data. We may share your data with carefully selected third parties only where necessary:

  • Force24 — our email marketing platform, used to send marketing communications where you have consented. Force24 acts as a data processor on our behalf and is contractually bound to process your data only in accordance with our instructions.
  • Google Firebase — analytics services. Data collected is anonymised and aggregated. Please refer to Google’s privacy policy for further details: https://policies.google.com/privacy
  • HMA Designed Solutions — the developer and technical support provider for the App. HMA may access personal data held within the App on a strictly limited basis, solely for the purposes of bug fixing, technical support, and maintenance. HMA acts as a data processor on our behalf and is contractually bound not to use your data for any other purpose.
  • Law enforcement or regulatory authorities — where we are legally required to disclose information.

All third-party processors are required to take appropriate security measures to protect your personal data.

 

6. How Long We Keep Your Data

We will retain your personal data for as long as you hold an active account on the App, or as long as is reasonably necessary to fulfil the purposes described in this Privacy Policy.

As a general guideline:

  • Account data (name, email, company name) — retained for the duration of your App account, and for up to 2 years following account closure or your departure from Birchwood Park, unless a shorter or longer period is required by law.
  • Marketing consent records — retained for as long as you remain opted in, or for up to 2 years after you unsubscribe, to demonstrate compliance with our consent obligations.
  • Analytics data — retained in accordance with Google Firebase’s standard retention periods (typically 14 months for user-level data).

Please note that the App does not currently have automated deletion functionality. Deletion requests are handled manually by our team. Where you submit a deletion request (see Section 8), we will action it within 30 days. Some data may be retained beyond this period where required for legal, regulatory, or legitimate business purposes (for example, to resolve disputes or comply with statutory obligations), in which case we will inform you accordingly.

 

7. Firebase Analytics

The App uses the Firebase Analytics SDK, a service provided by Google LLC. Firebase Analytics collects information about how you use the App, including:

  • App events and interactions (e.g. screens viewed, features used)
  • Device type and operating system
  • General location data (at country/region level only)
  • Session duration and frequency of use

This data is collected in an anonymised and aggregated form and is used solely for the purpose of improving the App. It is not used to identify you as an individual.

For more information about how Google processes data collected through Firebase, please visit: https://firebase.google.com/support/privacy

 

8. Your Data Protection Rights

Under UK GDPR, you have the following rights in relation to your personal data:

  • Right of access — you have the right to request a copy of the personal data we hold about you.
  • Right to rectification — you have the right to ask us to correct inaccurate or incomplete personal data.
  • Right to erasure — you have the right to request that we delete your personal data. You can do this by contacting us at info@birchwoodpark.co.uk. Requests will be processed manually and actioned within 30 days.
  • Right to restrict processing — you have the right to ask us to restrict how we use your data in certain circumstances.
  • Right to data portability — you have the right to request a copy of your data in a structured, machine-readable format where processing is based on consent or contract.
  • Right to object — you have the right to object to processing based on legitimate interests, or to direct marketing at any time.
  • Right to withdraw consent — where processing is based on your consent (e.g. marketing emails), you may withdraw consent at any time without affecting the lawfulness of prior processing.

To exercise any of these rights, please contact us at: info@birchwoodpark.co.uk

We will respond to all valid requests within one calendar month. In some cases, this may be extended by a further two months where requests are complex or numerous, in which case we will notify you.

You also have the right to lodge a complaint with the Information Commissioner’s Office (ICO), the UK supervisory authority for data protection matters:

Website: https://ico.org.uk | Helpline: 0303 123 1113

 

9. Data Security

We take the security of your personal data seriously and have implemented appropriate technical and organisational measures to protect it against unauthorised access, loss, destruction, or alteration.

These measures include encryption of data in transit, access controls, and regular review of our data handling practices. However, please be aware that no method of transmission over the internet or electronic storage is 100% secure.

 

10. Children’s Data

The App is intended for use by working professionals and employees of occupier organisations at Birchwood Park. It is not directed at, or intended for use by, individuals under the age of 16. We do not knowingly collect personal data from children.

 

11. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes to our practices or for legal, operational, or regulatory reasons. When we make material changes, we will notify you via the App or by email. The date at the top of this policy indicates when it was last updated.

We encourage you to review this Privacy Policy periodically.

 

12. Contact Us

If you have any questions, concerns, or requests regarding this Privacy Policy or how we handle your personal data, please contact us:

PATRIZIA UK Ltd — Birchwood Park

Chadwick House, Birchwood Park, Warrington, Cheshire, WA3 6AE

Email: info@birchwoodpark.co.uk

Telephone: 01925 851536