We will only retain your personal data for as long as necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, accounting, or reporting requirements.
To determine the appropriate retention period for personal data, we consider the amount, nature, and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal requirements.
By law we have to keep basic information about our customers (including Contact, Identity, Financial and Transaction Data) for six years after they cease being customers for tax purposes.  We also keep this basic information about our customers for up to seven years following your most recent purchase from us, to enable us to deal efficiently with any after-sales queries that you may have.  We keep customer profile information that you have indicated you are happy for us to have to keep you up to date regarding our products, services and events and will keep this information until such time as you indicate you no longer wish us to keep this data, or until a maximum of seven years following your most recent positive interaction with a marketing communication (e.g. clicking on a link in an email taking you to our website) – whichever of these two periods is shorter.  We are implementing processes to ensure data is securely destroyed or anonymised once these retention periods are reached.
In some circumstances you can ask us to delete your data: see Request erasure under Your Legal Rights for further information.
In some circumstances we may anonymise your personal data (so that it can no longer be associated with you) for research or statistical purposes in which case we may use this information indefinitely without further notice to you.