Terms of use of the Maxima application

1. MAXIMA Eesti OÜ (hereinafter MAXIMA or the Seller or the Application Owner), reg. code 10765896, legal address Aiandi 13/2, 12918 Tallinn, makes it possible to use the MAXIMA application under the following terms and conditions.

2. The MAXIMA application (hereinafter also the Application) is an application (app) for use on a smartphone or other smart device. It can be used to find out about MAXIMA promotions, discounts or other offers at MAXIMA points of sale, to find out about the promotions, discounts or other offers of the AITÄH Loyalty Programme, and to scan and/or pay for purchases at MAXIMA points of sale.

3. The Application User must be a natural person aged 13 or over. By agreeing to the terms of use of the Application, the Application User confirms that he or she complies with the age restriction.

4. When downloading the Application to his or her smart device, the Application User must confirm that he or she is familiar with the terms and conditions of the Application and the privacy policy of the Application by ticking the box "I have read the terms and conditions of the application and the privacy policy of the application and wish to enter into a contract to use the application". The terms and conditions then become a binding legal document for the Application User and the Seller – a contract that sets out the rights and obligations of the parties. The Application User who has not read and accepted the terms and conditions of the Application and the privacy policy of the Application does not have the right to use the MAXIMA Application.

5. The terms and conditions, which must be read and accepted by the Application User upon initial registration in the MAXIMA Application, apply to all activities of the Application User in the Application until the publication of the updated terms and conditions.

6. The Application User may or may not be a customer. The functionality of using the Application is restricted for non-customers and natural persons who do not participate in the AITÄH Loyalty Programme. If the Application User decides to link their AITÄH card to the application account and register their AITÄH account, the relationship between the Application User and the Seller is additionally governed by the terms and conditions of the AITÄH Loyalty Programme and the privacy policy of the AITÄH Loyalty Programme.

7. If the Application User is not a member of the AITÄH Loyalty Programme but wants to join the AITÄH Loyalty Programme, the Application User can read the terms and conditions of the AITÄH Loyalty Programme and the Privacy Policy of the AITÄH Loyalty Programme at https://www.maxima.ee/aitah and create a virtual AITÄH card and AITÄH account in the Application.

8. The right to pay (settle) for purchases made with the Application at the point of sale is granted only to a user who:

8.1. is a natural person aged 13 or over and has downloaded the Application to their smart device, read the terms of use of the MAXIMA Application and the privacy policy of the Application. By agreeing to the terms of use, the Application User confirms that he or she complies with the age restriction and agreeing to the terms and conditions is deemed entry into the contract;

8.2. has linked his or her AITÄH plastic card to the application account or created a virtual AITÄH card in the Application and the AITÄH card is activated (i.e. not blocked);

8.3. has linked his or her application account to a bankcard that complies with the terms and conditions.

9. Title to the Application and all rights, including intellectual property rights, that are related to the Application’s application, software, service and third party information and any of its amendments, corrections or derivatives, belong exclusively to the Seller and/or its licensors, and any reproduction, copying, sale or other use of such rights not provided for in these terms and conditions is prohibited.

1. The Seller provides the Application on an as is basis and is under no obligation to ensure the faultless operation of the Application 24 hours a day. The Seller is released from any liability for damages that may arise from the non-functioning of the Application in accordance with Chapter V, point 6.

2. Downloading the MAXIMA Application on a smart device is free of charge.

3. The Application User must download the app on his or her smart device from the App Store or Google Play platform. The Application can be downloaded by the Application User on an unlimited number of devices. Application is available in all EU countries. 

4. The Application User can, among other things, do the following with the Application:

 4.1. receive information on MAXIMA points of sale, opening hours and offers valid for all Application Users and customers;

 4.2. link his or her AITÄH card to their application account or create a virtual AITÄH card and then log in to their AITÄH account or create a new AITÄH account if the AITÄH Loyalty Programme user does not have one;

 4.3. when linking his or her AITÄH card to the Application, check the information and offers of the AITÄH Loyalty Programme and use them at MAXIMA points of sale without an AITÄH card;

 4.4. when linking his or her AITÄH card to the Application, check personal offers if the Application User / member of the AITÄH Loyalty Programme has given his or her consent to receiving them and use them at MAXIMA points of sale without using the AITÄH plastic card;

 4.5. use any other benefits offered to the Application User or members of the AITÄH Loyalty Programme when linking their AITÄH card to the Application;

 4.6. when linking his or her AITÄH card to the Application, link their payment card to the application account and pay for purchases at MAXIMA points of sale using the Application, i.e. by using the payment card linked to the application account (without using a plastic payment card);

 4.7.  when linking his or her AITÄH card and payment card to the application account, scan purchases at MAXIMA points of sale using the Application and pay for purchases using the Application as set out in Chapter IV of the terms and conditions;

 4.8. when linking his or her AITÄH card to the Application, check the payments made at MAXIMA points of sale in the account statement in the Application, when the user has registered the AITÄH card. Information on the payment made is retained for two (2) years from the date of purchase;

 4.9. make suggestions and complaints to the Seller.

5. The Application User does not have the right to do the following:

 5.1. create more than one application/AITÄH account in the Application;

 5.2. link to the Application any other person’s AITÄH card, AITÄH account or payment card that is not the Application User’s own AITÄH card, AITÄH account or payment card;

 5.3.  use the application account linked to the AITÄH account on multiple smart devices at the same time.

6. The Seller may unilaterally upgrade, modify (including cancel) or update the features of the Application, which will ensure that the Application Users will always have an updated version of the Application. When new features are developed, the customer will receive an offer to implement the new features, and when the user starts to use the offered innovations, he or she expresses his or her wish to use them.

7. The Seller has the right to unilaterally terminate the provision of the services through the Application, in whole or in part, at any time, by notifying the Application User about this.

8. In order for the Application to work properly, the Application must have access to certain types of information on the smart device of the Application User (the operating system of the smart device and the factory model code of the smart device), as well as to certain features of the smart device. Before downloading the Application to the user’s smart device, the user is informed that the Application needs to have access to certain types of information on the user’s smart device (the operating system of the smart device and the factory model code of the smart device) in order to function. If the Application User does not want the Application to have access to these data, the Application User should not download the Application on their smart device, but if the Application has already been downloaded prior to reading these terms and conditions and/or the privacy policy of the Application, you must immediately delete the Application from your smart device. In this case, the Seller cannot guarantee that the Application will work on the Application User’s smart device.

9. Subject to additional consent from the Application User, the Seller may use the Application to send business messages to the Application User’s smart device (such as a mobile phone). For more information about the processing of such personal data, please see the privacy policy of the Application.

1. Using the steps provided in the Application, the Application User can link his or her AITÄH card to the application account and log in to his or her AITÄH account securely by entering his or her Smart ID, Mobile ID or email address and the password created for the AITÄH account. App users with a phone number from a European Union country (non Estonian number users) can create an account with an email address.

2. An Application User who does not have an AITÄH card and an AITÄH account but wants to create them must, after reading and accepting the terms and conditions of the AITÄH Loyalty Programme and the privacy policy of the AITÄH Loyalty Programme, create a virtual AITÄH card and an AITÄH account by entering his or her date of birth, email address or telephone number and a verification code sent to the designated email address or telephone number. After the creation of a virtual AITÄH card and an AITÄH account, the Application User becomes a member of the AITÄH Loyalty Programme. For more information on personal processing, please see the privacy policy of the Application.

3. The Application User must log in securely with Smart-ID, Mobile-ID or secure the application account with a security code to protect the Application User’s personal data, MAXIMA money and other information in the Application and on the AITÄH account.

1. Only an Application User who is an AITÄH cardholder, i.e. a member of the AITÄH Loyalty Programme, can link his or her payment card to the app account and pay (settle) for purchases at points of sale using the Application.

2. Using the steps provided in the Application, the Application User will be able to link his or her VISA, VISA Electron and MasterCard payment cards (except Maestro) that support the secure online payment feature (MasterCard Secure Code, validated by Visa) to his or her application account, provided that the secure online payments are enabled on Application User’s payment card. The Application User can only link one payment card to his or her application account.

3. During the steps presented in the Application, the user will be redirected to the website of the bank – payment card issuer, where he or she will have to perform the necessary actions (enter login codes and/or security code, etc.). After completing the instructions of the bank, the Application User will be redirected back to the Application.

4. During the process of completing the steps in the Application, the user must create a security code to ensure the security of the payment card. The Application User can use his or her biometric data (e.g. fingerprint) as a security code. If the Application User does not create a security code, their payment card cannot be linked to the application account.

5. If the Application User does not use biometric data as a security code, the security code must consist of four symbols. The following may not be used as the security code:

 5.1. several identical numbers in a row (e.g. 9999, 2222, etc.);

 5.2. numbers in ascending or descending order (e.g. 9876, 2345, etc.); and

 5.3. pairs of identical numbers that reoccur (for example, 0101, 9595, etc.).

6. If the Application User enters the wrong security code 4 (four) times in a row, the Application and/or the payment function will be blocked for 10 (ten) minutes, i.e. the Application User will not be able to perform any operations with the Application for 10 (ten) minutes.

7. The Seller recommends that the Application User follows the procedures set out in Chapter IV, points 1 to 6 of the terms and conditions to link the payment card to the application account before making the first purchase at the point of sale.

8. The Application User may pay for the goods at the point of sale using the Application, provided that the purchase does not include the excluded items mentioned in Chapter IV, point 15.1 of these terms and conditions.

9. The goods offered, their description and purchase prices are defined at the point of sale and in the Application. In the event of a discrepancy between the purchase prices set at the point of sale and those set in the Application, the prices set at the point of sale will apply.

10. The Application User can pay for the purchases as follows:

 10.1. the Application User scans the purchases using the Application and pays for the purchases at the point of sale’s regular or self-service checkout using the Application, a payment card or cash;

 10.2. the Application User scans the purchases at the self-service checkout and pays for the purchases at the point of sale’s self-service checkout using the Application, a payment card or cash;

 10.3. the purchases are scanned by the cashier at the point of sale’s regular checkout, and the Application User pays for the purchases at the point of sale’s regular checkout using the Application, a payment card or cash;

 10.4. by way of derogation from clauses 10.1. to 10.3. of these terms and conditions, the customer may pay for purchases costing €500 (five hundred euros) or more only in cash or by payment card.

11. The payment method is selected by the customer at the regular or self-service checkout of the point of scale after scanning the QR code displayed by the Application User (after scanning the QR code, all the benefits of the AITÄH loyalty programme will apply). When the Application User pays for purchases with the Application:

 11.1. the Application User chooses the payment method at the self-service checkout or informs the cashier at the point of sale at the regular checkout of his or her wish to pay for purchases using the Application;

 11.2. the Application User selects the Mobile Payment function at the self-service checkout or informs the cashier at the regular checkout of the point of sale of the respective request and confirms the payment receipt by entering a security code or biometric data.

12. When purchasing a product with a security element, the Application User will receive the respective message after the purchase and in order to remove the security element, the Application User must contact a cashier at a regular checkout or the customer service representative of the self-service checkout.

13. After the Application User has scanned the QR code and confirmed the payment with the security code, the Application User and the Seller are assumed to have entered into a sales contract regarding the specific item.

14. The Application User will get a receipt (on paper) after paying for the goods with the Application. A copy of the receipt will be sent to the application and via email (in electronic format) if the Application User has given the respective consents in the application. The customer has the right to opt-out of receiving paper receipts by giving the respective consent in the Application. The consent will be valid for all purchases made after the consent was given, until the Application User indicates otherwise by making a change in the Application. The goods and their quantity, the discounts applied, the total amount of the purchase, including all taxes, and any other information required by law must he shown on the receipt. The Seller also retains the receipts of the goods purchased by the user on the user’s application account for a period of two (2) years from the date of purchase.

15. Rights of the Application User:

 15.1. the Application User has the right to pay for all of the goods sold at the points of sale using the Application, subject to the limit set out in clause 10.4 of the terms and conditions. The Application User cannot use the Application to pay for the Seller’s gift cards and goods and services offered by third parties (e.g. concert tickets, theatre tickets, other events, gift vouchers, transport tickets, utility payments, lottery tickets, etc.);

 15.2. the Application User has the right to request from the Seller an exchange or return of the purchased goods in accordance with the procedure provided for by the legislation of the Republic of Estonia. In cases provided for in legislation, the Seller will refund the money for the goods purchased through the Application only to the Application User.

16. An Application User who uses the Application must comply with these terms and conditions and any other terms and conditions set out in the Application, as well as the legislation of the Republic of Estonia.

17. The Seller has the right to:

 17.1.   at the point of sale, check (subject to checkout control) that the name and quantity of the products scanned with the application correspond to the products actually placed in the shopping cart/basket or other packaging at any given time;

 17.2.   change, suspend or terminate all or part of the features of the Application, and change the layout of elements in the Application;

 17.3.   suspend or stop the functioning of the Application;

 17.4. restrict or suspend the Application User’s access to the Application and, in certain cases, immediately and without notice, terminate an Application User’s AITÄH account if the Application User attempts to undermine the stability and security of the operation of the Application or fails to comply with its obligations;

 17.5. not to allow the Application User to pay for purchases through the Application if the Application User intends to pay through the Application for items excluded under Chapter IV, point 15.1 of these terms and conditions;

 17.6.at the point of sale, verify the age of the Application User when age-restricted goods are purchased. Through the app, customers can confirm their age when purchasing age-restricted goods by authenticating themselves with a Mobile-ID or Smart-ID:

  17.6.1. when age-restricted goods are scanned with the Application, the Application offers the customer the possibility to verify their age with a Mobile-ID or Smart-ID. To do this, the customer enters their personal identification code in the application and confirms their identity by authenticating themselves with Mobile-ID or Smart-ID;

  17.6.2.the Application checks the personal identification code entered in the Application by the Application User and the identity and age of the person who authenticated themselves with Mobile-ID or Smart-ID when age-restricted goods are purchased.

 17.7. exercise any other rights provided for in the Terms And Conditions and in the legislation of the Republic of Estonia.

18. The Seller must:

 18.1. enable the Application User to use the functionalities of the Application in accordance with the conditions and rules set out in the terms and conditions;

 18.2. perform other obligations in accordance with the terms and conditions and the legislation of the Republic of Estonia.

1. After logging in securely in with Smart-ID or Mobile-ID, it is possible to receive personalised information about offers of alcoholic beverages. The customer must express their wish to receive such offers by selecting Settings from the menu and activating the Get Alcohol Offers under My Preferences. This option can always be turned off. Offers will be shown to adults only

1. The Application User uses the Application only for his or her personal needs and will ensure that the security code and biometric security features are protected on his or her smart device so that third parties cannot access and/or use the security code of the Application Useror the biometric security features and the Application.

2. The Application User must ensure that third parties do not have access to his or her smart device and the Application. If the features of the Application are used by a third party who has logged into the Application using the Application User’s login data and security code, it is assumed that the Application is/was used by the Application User.

3. The Application User must:

 3.1. use the Application in accordance with the terms and conditions and in good faith;

 3.2. provide the Seller with correct and accurate information and update it promptly in the event of any changes;

 3.3. ensure the protection of the security code and security measures;

 3.4. ensure that the smart device in which the Application is installed is locked and protected; not to leave the Application unattended and available to third parties when it is switched on; not to transfer the Application to third parties and not to give third parties access to the Application, the application account, passwords and security code;

 3.5. if you suspect that your application account username, password or security code has become known to a third party, immediately change the security code and/or the password of your AITÄH account. If this is not possible, inform the Seller or a person designated by the Seller immediately;

 3.6. report the loss, theft or misappropriation of the smart device or the unauthorised use of the smart device or Application immediately to the Seller.

4. The Application User is responsible for all operations done using the AITÄH card, Application, smart device or AITÄH account.

5. The Application User is obliged to use the original operating system provided and supported for the smart device, as well as the standard equipment that came with the smart device. The Application User is responsible for installing the operating system and software updates provided on the smart device and for following any other instructions provided by the operating system, software and Application manufacturer. If the Application User installs a different operating system on their smart device or changes the built-in default permissions and security features, it may increase the risk that the Application may not function properly, including the threat to the security of the data stored in the Application. The Seller shall not be liable for any breach of security of the operating system and the smart device and for any damage resulting therefrom, including in cases where the Application User does not follow the above instructions.

6. The Seller shall be released from any liability in the event of damage caused by:

 6.1. operations and activities performed by the Application User with the Application and by breaching these terms and conditions;

 6.2. the inaccurate and false data provided by the Application User;

 6.3. failure by the Application User to read these terms and conditions and the privacy policy of the Application, to comply with the Seller’s recommendations and perform the Application User’s obligations, where the Application User was ensured the opportunity to do so;

 6.4. the acts or omissions of third parties, or by their access to the Application or personal data, including damage resulting from failures or malfunctions of electronic communications and electronic communications networks;

 6.5. the circumstances arising from the relationship between the payment card provider and the Application User;

 6.6. the illegal activity, gross negligence, fraud or malicious activity by the Application User;

 6.7. loss of control of the smart device or loss of the smart device;

 6.8. faults in the operating system of the smart device;

 6.9. if the Application User is unable to log in to the Application for any reason, or if for any other reason, the smart device, program or operating system used with the Application stops working, or the Application does not work as expected by the Application User, or failures are detected, or the services are not provided in a timely manner due to viruses, attacks or other actions of third parties (such as software, operating system, operators, etc.);

 6.10. force majeure.

7. The Seller has the right to make improvements to the Application to remedy any identified deficiencies, even if such action may cause / will cause temporary interruptions in the provision of services to the User of the Application. In the event of an emergency and with good reason, the Seller may make improvements to the Application and information system at any time. In this case, the shortcomings must be remedied as soon as possible.

8. The Seller reserves the right to refuse to accept and execute requests or instructions from the Application User and to refuse to serve the Application User in case of an emergency and for legitimate technical or other reasons, as well as in cases where the Seller considers the risk unacceptable.

1. The Seller may place advertisements and offer games in the Application at its discretion.

2. By paying for purchases through the Application of the points of sale, the app user earns MAXIMA money into the AITÄH account, according to the terms of the AITÄH loyalty programme. The ways to earn and use, and expiry of MAXIMA money are set out in the terms and conditions of the AITÄH loyalty programme.

3. The Seller will send notifications and offers to the Application User in accordance with the conditions set out in these terms and conditions, the terms and conditions of the AITÄH loyalty programme, the Privacy Policy of the Application and the Privacy Policy of the AITÄH Loyalty Programme.

4. The Application User can send questions to the Seller and request enquiries using the contact details provided in the Help and Feedback sections of the Application, by calling the freephone 8 00 2121 (Mon-Fri 8:00–17:00) or by writing to the following email address klienditugi@maxima.ee.

1. The Seller will process the Application User’s personal data in accordance with the procedures set out in the Privacy Policy of the Application or the Privacy Policy of the AITÄH Loyalty Programme.

1. These terms and conditions are drafted in such a way that they may be unilaterally amended by the Seller. The terms and conditions are governed by the legislation of the Republic of Estonia.

2. The Seller reserves the right to unilaterally amend the terms and conditions at any time, by notifying the Application User one (1) month in advance via the Application or the Seller’s website www.maxima.ee.

3. If the Application User does not agree to the amendments to the terms and conditions made by the Seller, the Application User may opt out of using the Application, delete the application account, and terminate the contract in accordance with points 5 and 6 of this Chapter.

4. If the Application User does not exercise the right to terminate the contract referred to in point 1 of Chapter II of the terms and conditions before the date of entry into force of the terms and conditions and continues to use the Application after its date of entry into force, the Application User is assumed to have accepted the amendments to the terms and conditions.

5. The Application User can always stop using the Application by deleting the Application from their smart device.

6. In order to close the application account and terminate the contract referred to in Chapter I, point 1 of the terms and conditions, the Application User must submit a written request to that effect to the Seller. After closing the application account and cancelling the contract, the data of the Application User will be retained in accordance with the privacy policy.

7. The Seller has the right to unilaterally terminate the use of the Application by the Application User in the following cases:

 7.1. if the Seller has been notified of the loss, theft or misappropriation of the smart device;

 7.2. if the seller has received a contract termination request from the Application User in accordance with the procedure set out in Chapter VIII, point 3, of the terms and conditions;

 7.3. if the Seller has ceased to provide services through the Application;

 7.4. if the Seller is defending his legitimate interests;

 7.5. in other cases as set out in these terms and conditions and the Privacy Policy of the Application.

8. All disputes that arise from or are related to these terms and conditions shall be settled by negotiations. Failing agreement, the disputes will be resolved in the courts of the Republic of Estonia.

9. If the Application User does not agree with the content of the Seller’s response to the written complaint submitted by the Application User, the Application User (natural person/consumer) may submit a petition/complaint regarding the goods purchased through the Application to the Consumer Protection and Technical Surveillance Authority at Endla 10a, Tallinn 10142, or electronically. Helpline: 667 2000.

PRIVACY POLICY OF THE MAXIMA APPLICATION

Last updated on: 02.02.2026

 

The Company processes your data when you join the AITÄH loyalty program, as well as during your membership in the loyalty program.

To participate in the loyalty program, you must have an AITÄH card, which can be an AITÄH plastic card and/or AITÄH digital card. You can have an AITÄH plastic card and an AITÄH digital card at the same time.

You can create a digital card using the MAXIMA app – you need to authenticate yourself with Mobile-ID, Smart-ID or ID-card. When issuing a plastic card in a store, we need your date of birth and an Estonian mobile phone number – the latter will be sent a confirmation code, which must be entered into the card payment terminal or told to the cashier. With this, the AITÄH card will be activated in the POS system and can be used.

Registering and creating an AITÄH account in the loyalty program

Based on your form data, we will create a unique account for the participant in the loyalty program in the system (hereinafter AITÄH-account). Based on this data, we can identify you as the owner of the respective AITÄH card, for example, if you exchange a worn or lost card for a new one, you want to merge the cards, you want to update or change your data, you contact us for personal information, the exercise of rights related to the processing of personal data, etc.

We also use the contact information (e-mail address, phone number) provided in your form to communicate with you, including to respond to your inquiries and comments, to provide you with important information about changes to the loyalty program, to contact you if you have forgotten your goods or wallet, or if we discover any errors in the transactions made, etc.

Personal data

First and last name, date of birth, e-mail address and +372 prefix mobile phone number, personal identification number, preferred language of communication

Legal basis for processing

Article  6 (1) (b) of the General Data Protection Regulation (GDPR), i.e. performance of a loyalty programme agreement with you

Article 6(1)(f) of the GDPR – legitimate interest

Data retention period

We will store your personal data while you participate in the loyalty programm. Wewill  anonymize the data after the end of your participation in the programm.

 

Receiving digital purchase receipts to your AITÄH account

Personal data

User data about purchases made (date, place and time of purchase, receipt number, name of the products, quantity, total purchase price, amount of discounts, amount and balance of Maxima money used and collected, AITÄH card number.

Legal basis for processing

Article 6(1)(a) of the GDPR – With your consent

Article 6 (1) (c) of the GDPR and § 12 (1) of the Accounting Act – an obligation arising from law

Data retention period

Digital purchase receipts are stored in the AITÄH account for two (2) years from the date of purchase. Your purchase data will be stored for seven (7) years from the date of the purchase, as this is required by law.

 

Using birthday discounts and sending a notification about it

If you have securely logged in to the Loyalty Program of your AITÄH account using your ID card, Smart ID or Mobile ID and you have agreed to receive birthday discounts, we will send you a reminder (text message or e-mail) about the upcoming birthday discount.

Personal data

Name, surname, date of birth, mobile phone number and e-mail address, personal identification code.

Legal basis for processing

Consent (Article 6(1)(a) GDPR).

Data retention period

Until you delete your app account or withdraw your consent. We will retain your consent and evidence of consent until the application account is deleted or, for a longer period of time, to defend against claims, claims or actions brought against us until a final solution is reached.

 

To provide you with loyalty program offers and information

If you give your consent, we will send you newsletters and advertisements with offers from our partners, birthday discount reminders and Maxima balance notifications via the channels of your choice (SMS or e-mail).

Personal dataYour AITÄH card number, your name, personal identification code, e-mail address and mobile phone number with +372 prefix, date of birth.
Legal basis for processing

The user has given consent (Article 6(1)(a) GDPR).

Information notices: expiring money, birthday discounts, newsletters, changes to the privacy policy and the terms and conditions of the loyalty programme – GDPR art 6 (1) p f – legitimate interest.

Data retention period

During the time you participate in the loyalty program AITÄH.

 

In newsletters, we use tracking pixels, which are small graphic elements in an email. They allow us to know if and when an email has been opened and which links have been clicked. We use this information to evaluate the effectiveness of our newsletters and, if necessary, to send repeat emails to recipients who have not opened the previous email.

It is possible to unsubscribe from newsletters by using the unsubscribe link provided with the notification. It is possible to unsubscribe from SMS messages by changing the channel for receiving the newsletter in the self-service.

In addition, it is possible to opt out of all notifications at once in the self-service or by contacting klienditugi@maxima.ee or by calling the information line 800 2121. We will stop sending offers to the programme as soon as possible, but no later than within seven (7) days.

 

Managing the AITÄH account and administering the AITÄH loyalty program

By processing this data, we can manage the AITÄH account and offer you the benefits of the AITÄH loyalty program.

Personal data

Your AITÄH card number, the data provided during registration, the data provided in the AITÄH account (including login data to the AITÄH account, operations on the AITÄH account, technical browsing data: IP address, technical information about logging in and browsing), information about the status of the AITÄH card (active or blocked), personal data history, card activation time, consents given by you, purchase data (store address, date and time, name and quantity of products, total price (including before and after) deduction of all discounts), data on the money earned by MAXIMA (amount, amount used at the time of purchase, balance on the AITÄH account), the amount of discounts received with the AITÄH card, the history of personal offers made to you and information about their use, coupon numbers (identifying which offers are valid with the AITÄH card), technical information necessary for data transfer (e.g. session ID), information about the offers of the partners of the loyalty program AITÄH.

Legal basis for processing

Article 6(1)(b) GDPR, i.e. performance of the loyalty programme agreement with you

Article 6 (1) (c) of the GDPR and § 12 (1) of the RPS – legal obligation

Data retention period

As a legal obligation, we store purchase data in the loyalty system for seven (7) years from the date of the purchase transaction.

We store the rest of the data while you participate in the loyalty program AITÄH.

At the end of the term, we will delete the personally identifiable data. We will only retain your personal data for the future if this is necessary for us to be able to defend ourselves in the event of claims, claims or actions against us (Article 6(1)(f) GDPR). After the disputes have reached a final resolution, the data will be deleted.

 

The session ID and other data provided in the AITÄH account are necessary for the user to remain logged in, as well as for ensuring security and availability. For example, to verify account actions when actions have been performed on a user's account without their consent.

Creating statistics to analyze buyer behavior

We use automated data analysis to study statistical data, the market and consumer behaviour, and to prepare reports necessary for our business. For this analysis, we use your data, but do not process your contact information, only your personal identification code to identify your age and gender. Data analysis for the purpose of compiling statistics, our buyer behaviour and market research allows us to make important business decisions, such as designing a range of goods that meet the needs of our buyers, pricing, displaying goods, etc. Data analysis for the purpose of studying statistical indicators, the market and buyer behaviour does not bring you legal effects or have any other significant impact.

We may also analyse the data to provide additional benefits to certain categories of buyers: on the occasion of a birthday; for those who make their purchases in specific stores; for those who purchase certain products; or other offers.

Personal data

Gender and date of birth based on personal identification code, purchase data (including store, date and time of purchase, name and quantity of products, total purchase price, amount of discounts received with the AITÄH card). (When compiling statistics, no other information is used from the personal identification code than is necessary for determining a person's date of birth and gender – i.e. the result of the statistics is not personalised)

Legal basis for processing

The processing of personal data is necessary on the basis of our legitimate interest (Article 6 (1) (f) GDPR)

It is in our legitimate interest to analyze data and prepare reports necessary for business in order to evaluate our activities and create value for both customers and the company.

Data retention period

Seven (7) years. If the User's participation in the AITÄH loyalty program is terminated earlier than the seven-year retention period of the purchase data, all the User's form data and other personal information will be deleted and the purchase data will be made anonymous (only the purchase history will remain)

 

In which cases and to which third parties do we disclose data?

For the purpose of sending and managing newsletters, we share your personal data (name, e-mail address, date of birth, consent to receive newsletters, AITÄH account ID code) with our partner Sendsmaily OÜ, who provides e-mail marketing services. To display targeted advertising, we share an email address with Meta Platforms Ireland Limited (Facebook and Instagram). The data is used to show personalized ads based  on our customers and visitors to the website/app and to create lookalike audiences to reach potential interested parties who may have similar preferences or interests.

The data may also be provided to the competent authorities or law enforcement authorities, such as the police or supervisory institutions, but only if they request it and only if it is required by the legislation in force.

We may exchange your data with Maxima Grupe companies that are partners of the AITÄH loyalty program, in particular with Supersa OÜ (Barbora online store), in order to apply discounts or promotions at the points of sale or service of the AITÄH loyalty program partners and to ensure the management of the AITÄH loyalty program.

For the purpose of administering the AITÄH loyalty program, we may forward the following information to the program partner: information about the status of your AITÄH card, detected errors regarding the status of the cards, AITÄH card number, MAXIMA cash balance on AITÄH card, coupon identification numbers, offers valid with your AITÄH card, technical information necessary for data transfer (e.g. session ID).