CCPA - Privacy Notice
The following tables list the categories of information and specific pieces of information Purple Innovation, LLC collects about you. The tables also explain the business purpose for collecting information about you, the sources from which Purple Innovation, LLC gathers that information, and the third parties with whom Purple Innovation, LLC disclosed that information.
| CATEGORY OF INFORMATION | PERSONAL IDENTIFIERS |
|---|---|
| Specific Pieces of Information | Full name, alias, phone number, address, email address, business phone number, business mailing address, business email address, IP address, tracking cookies, userIDs (in various systems Heap UID, C3UID, etc.). |
| Business Purpose(s) for Using Personal Information |
- Marketing retargeting, site personalization - Performing services on behalf of the business or service provider including maintaining or servicing accounts; providing customer service; processing or fulfilling orders and transactions; verifying customer information; processing payments; providing financing; providing advertising or marketing services; providing analytic services; or providing similar services on behalf of the business or service provider - Auditing related to a current interaction with the consumer and concurrent transactions |
| Commercial Purpose for Using Personal Information |
- Inducing customers to visit purple.com, purchase purple items, create look-alike targeting audiences - Communicating directly with potential customers via email, sending promotional offers, product information, etc. - Inducing consumers to purchase Purple products and servicing those consumer accounts after purchase |
| Sources from Which Purple Innovation, LLC Collected Information | Directly from customers and prospective customers, IP addresses and user IDs are collected from Google analytics, Facebook tracking pixel, and heap analytics. |
| Categories of third Parties to Whom Purple Innovation, LLC Sold Personal Information | Digital marketing partners. |
| Categories of Personal Information Sold to Third Parties | IP address, tracking cookies, userIDs |
| Categories of third Parties with Whom Purple Innovation, LLC Disclosed Personal Information | Cloud/SaaS providers, third-party lenders, financial institutions, marketing companies, and shipping companies. |
| Categories of Personal Information Disclosed to Third Parties | Full name, alias, phone number, address, email address, business phone number, business mailing address, business email address, IP address, tracking cookies, userIDs (in various systems Heap UID, C3UID, etc.). |
| CATEGORY OF INFORMATION | COMMERCIAL INFORMATION |
|---|---|
| Specific Pieces of Information | Products or services purchased, obtained or considered, purchase history, consumer habits or tendencies, and loan application data. |
| Business Purpose(s) for Using Personal Information |
- Performing services on behalf of the business or service provider including maintaining or servicing accounts; providing customer service; processing or fulfilling orders and transactions; verifying customer information; processing payments; providing financing; providing advertising or marketing services; providing analytic services; or providing similar services on behalf of the business or service provider - Undertaking activities to verify or maintain the quality or safety of a service or device that is owned or manufactured by the business - Auditing related to a current interaction with the consumer and concurrent transactions |
| Commercial Purpose for Using Personal Information | Inducing consumers to purchase Purple products and servicing those consumer accounts after purchase. |
| Sources from Which Purple Innovation, LLC Collected Information | Directly from customers and prospective customers. |
| Categories of third Parties to Whom Purple Innovation, LLC Sold Personal Information | None. |
| Categories of Personal Information Sold to Third Parties | Products or services purchased, obtained or considered, purchase history, consumer habits or tendencies, payment method. |
| Categories of third Parties with Whom Purple Innovation, LLC Disclosed Personal Information | Cloud/SaaS providers, third-party lenders, financial institutions, marketing companies, and shipping companies. |
| Categories of Personal Information Disclosed to Third Parties | Products or services purchased, obtained or considered, purchase history, consumer habits or tendencies, and payment method. |
| CATEGORY OF INFORMATION | INFERENCES |
|---|---|
| Specific Pieces of Information | Browsing behavior on a device, browsing behavior on an internet website, likes or dislikes on a website, and comment histories. |
| Business Purpose(s) for Using Personal Information |
- Performing services on behalf of the business or service provider including maintaining or servicing accounts; providing customer service; processing or fulfilling orders and transactions; verifying customer information; processing payments; providing financing; providing advertising or marketing services; providing analytic services; or providing similar services on behalf of the business or service provider - Undertaking internal research for technological development and demonstration - Undertaking activities to verify or maintain the quality or safety of a service or device that is owned or manufactured by the business - Auditing related to a current interaction with the consumer and concurrent transactions |
| Commercial Purpose for Using Personal Information | Inducing consumers to purchase Purple products and servicing those consumer accounts after purchase; Personalizing internet and ad experience based on browsing behaviors. |
| Sources from Which Purple Innovation, LLC Collected Information | Visitors from purple.com and any of Purple’s other website or application domains. |
| Categories of third Parties to Whom Purple Innovation, LLC Sold Personal Information | None. |
| Categories of Personal Information Sold to Third Parties | Browsing behavior on a device, browsing behavior on an internet website, likes or dislikes on a website, and comment histories. |
| Categories of third Parties with Whom Purple Innovation, LLC Disclosed Personal Information | Cloud/SaaS providers and marketing companies. |
| Categories of Personal Information Disclosed to Third Parties | Browsing behavior on a device, browsing behavior on an internet website, likes or dislikes on a website, and comment histories. |
| CATEGORY OF INFORMATION | AUDIO DATA |
|---|---|
| Business Purpose(s) for Using Personal Information |
- Performing services on behalf of the business or service provider including maintaining or servicing accounts; providing customer service; processing or fulfilling orders and transactions; verifying customer information; processing payments; providing financing; providing advertising or marketing services; providing analytic services; or providing similar services on behalf of the business or service provider - Undertaking internal research for technological development and demonstration - Undertaking activities to verify or maintain the quality or safety of a service or device that is owned or manufactured by the business |
| Commercial Purpose for Using Personal Information | Inducing consumers to purchase Purple products and servicing those consumer accounts after purchase. |
| Sources from Which Purple Innovation, LLC Collected Information | Directly from customers and prospective customers. |
| Categories of third Parties to Whom Purple Innovation, LLC Sold Personal Information | None. |
| Categories of Personal Information Sold to Third Parties | |
| Categories of third Parties with Whom Purple Innovation, LLC Disclosed Personal Information | Cloud/SaaS providers. |
| Categories of Personal Information Disclosed to Third Parties |
| CATEGORY OF INFORMATION | GEOLOCATION DATA |
|---|---|
| Specific Pieces of Information | Information IP address and mailing address. |
| Business Purpose(s) for Using Personal Information |
- Geo-targeting and A/B testing - Performing services on behalf of the business or service provider including maintaining or servicing accounts; providing customer service; processing or fulfilling orders and transactions; verifying customer information; processing payments; providing financing; providing advertising or marketing services; providing analytic services; or providing similar services on behalf of the business or service provider - Auditing related to a current interaction with the consumer and concurrent transactions |
| Commercial Purpose for Using Personal Information | Inducing consumers to purchase Purple products and servicing those consumer accounts after purchase; Testing different offers across geographies, showing locations of retail outlets where Purple is sold, etc. |
| Sources from Which Purple Innovation, LLC Collected Information | Directly from customers and prospective customers that visit Purple’s websites and applications. |
| Categories of third Parties to Whom Purple Innovation, LLC Sold Personal Information | None. |
| Categories of Personal Information Sold to Third Parties | IP address and mailing address. |
| Categories of third Parties with Whom Purple Innovation, LLC Disclosed Personal Information | Cloud/SaaS providers and marketing companies. |
| Categories of Personal Information Disclosed to Third Parties | IP address and mailing address. |
| CATEGORY OF INFORMATION | INTERNET DATA |
|---|---|
| Specific Pieces of Information | Cookie data from browsing websites, IP address, device number, MAC address. |
| Business Purpose(s) for Using Personal Information |
- Performing services on behalf of the business or service provider including maintaining or servicing accounts; providing customer service; processing or fulfilling orders and transactions; verifying customer information; processing payments; providing financing; providing advertising or marketing services; providing analytic services; or providing similar services on behalf of the business or service provider - Undertaking internal research for technological development and demonstration - Auditing related to a current interaction with the consumer and concurrent transactions |
| Commercial Purpose for Using Personal Information | Inducing consumers to purchase Purple products and servicing those consumer accounts after purchase |
| Sources from Which Purple Innovation, LLC Collected Information | Directly from customers and prospective customers. |
| Categories of third Parties to Whom Purple Innovation, LLC Sold Personal Information | None. |
| Categories of Personal Information Sold to Third Parties | Cookie data from browsing websites, IP address, device number, MAC address. |
| Categories of third Parties with Whom Purple Innovation, LLC Disclosed Personal Information | Cloud/SaaS providers and marketing companies. |
| Categories of Personal Information Disclosed to Third Parties | Cookie data from browsing websites, IP address, device number, MAC address. |
| CATEGORY OF INFORMATION | PROTECTED CLASS INFORMATION |
|---|---|
| Specific Pieces of Information | Gender. |
| Business Purpose(s) for Using Personal Information |
- Performing services on behalf of the business or service provider including maintaining or servicing accounts; providing customer service; processing or fulfilling orders and transactions; verifying customer information; processing payments; providing financing; providing advertising or marketing services; providing analytic services; or providing similar services on behalf of the business or service provider - Auditing related to a current interaction with the consumer and concurrent transactions - Undertaking internal research for technological development and demonstration |
| Commercial Purpose for Using Personal Information | Inducing consumers to purchase Purple products and servicing those consumer accounts after purchase. |
| Sources from Which Purple Innovation, LLC Collected Information | Directly from customers and prospective customers. |
| Categories of third Parties to Whom Purple Innovation, LLC Sold Personal Information | Marketing companies. |
| Categories of Personal Information Sold to Third Parties | |
| Categories of third Parties with Whom Purple Innovation, LLC Disclosed Personal Information | Cloud/SaaS providers, third-party lenders, financial institutions, and marketing companies. |
| Categories of Personal Information Disclosed to Third Parties |
Categories in which we are not Currently Collecting Personal Information:
- Biometric Data
- Professional Employment Information
- Education Information
Your Rights Regarding the Data We Collect:
As a consumer in California, you have the right to request access to information, request the deletion of information, request Purple Innovation, LLC disclose information, and request information about how Purple Innovation, LLC sells or discloses your information to third parties for a business purpose. Regarding information we sell or disclose to third parties, you have the right to opt out of such sale or disclosure at any time. You can exercise your right to opt out on our website: https://purple.com/consumer-opt-out. We are required to respond to any of your requests to exercise these above rights within 45 days. Should we be unable to comply within 45 days, we will contact you and let you know whether we can complete your request or whether we need more time to complete your request.
Exercising Your Rights:
If you want to exercise your rights, you may also contact us or our Privacy Point of Contact at:
|
Organization |
Privacy Point of Contact |
|---|---|
|
Purple Innovation, LLC 123 E 200 N, Alpine, Utah 84004 Toll free 833-568-5716 Email: privacy@purple.com |
Purple Innovation, LLC 123 E 200 N, Alpine, Utah 84004 Toll free 833-568-5716 Email: privacy@purple.com |
The Privacy Point of Contact listed above, as well as employees who work with the Privacy Point of Contact, have received training to help you exercise your rights under the California Consumer Privacy Act. Purple will not discriminate against you because you have made a request to exercise your privacy rights.
Authorizing your Request:
In order to authenticate your identity when you make a request, we require that you provide us the following information in your correspondence with our Privacy Point of Contact: · First and Last Name · Email Address We will contact you if we need more information to authenticate your identity. If you are an agent or guardian of another person and are making requests on behalf of another person, we need you to fill out either a Representative Election Form or a Parent Attestation Form before authorizing your request. Click here for Form.
Financial Incentives:
Purple currently does not offer financial incentives.
Withdraw Consent:
If our legal basis for processing your information is based on your consent, you may withdraw your consent at any time by contacting the Purple Legal Department at the contact information above and informing it that you withdraw your consent.
Contacting Authorities:
If you would like to lodge a complaint against us, you may contact your local authority. If you have trouble locating an authority, please contact the Purple Legal Department above and they will help you.
Changes to Our Privacy Statement:
We keep this privacy statement under regular review and will place any updates on our website. This privacy statement was last updated on January 1, 2020.
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