Privacy Policy

Version 1.0 Last updated on 28/06/2024

Alshaya is committed to respecting the privacy everyone using our websites and mobile applications ("the Web Sites/Apps") and the protection of any personally identifiable information which we may collect on our Websites/Apps and/ or use as part of our data collection process and/ or which you may choose to share with us in our stores or via telephone, email or otherwise (“the Other Channels”). Such personal information will be collected and/ or used in accordance with the terms and conditions of this Privacy Statement, which is part of and incorporated into the Terms of Use of the Web Site.

1. Applicability and Scope

This Privacy Statement ("Statement") applies to the Alshaya mobile applications available at It also applies to the personal information we process when you visit one of our stores in Qatar, Kuwait, UAE, or Saudi Arabia while using our Apps. Aura is the Alshaya loyalty program ("Program") accessible via the Aura mobile application and / or Aura card and website. Aura offers shopping and dining experiences, benefits, and rewards for Members, aiming to build personal connections and encourage repeat visits. This Program is aimed to

  • Promote and increase Alshaya’s retail business lines.
  • Support continuing engagement to incentivize customers to increase the frequency of their visits across Alshaya’s retail brand portfolio.
  • Expanding the customer database that will be the basis for personalized marketing activities.
  • Continuous offers and rewards from participating brands.
  • Participating in prize draws.

M.H. Alshaya Co. W.L.L. (“Alshaya Group”), head office at Burj Alshaya, Al Soor Street, Al Mirgab, P.O. Box 181, Safat 13002, Kuwait and our affiliates are joint controllers in relation to your Personal Data collected on the website, app and in stores and can be contacted at We have appointed a Data Protection Officer who can be contacted at [email protected]

In this Statement, the terms "we," “our,” or "us" refers to Alshaya Group. 

2. Updates to this Privacy Statement

This Statement was effective on the "Last Revised" date noted near the top of this page. This Statement may be updated from time to time. We encourage you to look for updates and changes to this Statement by checking the "Last Revised" date when you access the Website and Application. 

3. How We Process your Personal Data

We will only use your Personal Data when the law allows us to. Most commonly, we will use your Personal Data under the following circumstances:


When you give us your consent, for example, to access your contacts on your phone or allow us to have access to your location. You have the right to withdraw your consent at any time. To withdraw your consent just go to the Privacy Settings in our Android or iOS Mobile app or contact us at [email protected]


When we need to execute a contract, you have entered with us by accepting applicable Aura terms and conditions. Where we need to collect Personal Data under the terms of a contract we have with you, and you fail to provide that data when requested, we may not be able to perform our services under the contract we have or are trying to enter with you (for example, to provide you with any of our services). In this case, we may have to cancel a service you have with us, but we will notify you if this is the case at the time.

Legal or Regulatory Obligation

When we need to collect Personal Data by law. If you fail to provide that data when requested, we will not be able to perform our services under the contract with you (for example, to provide you with any of our products or services). In this case, we will have to cancel a product or service you have with us, and we will notify you at that time.

Purposes for Processing your Personal Data

We use your information for business and commercial purposes, including to provide the products and services you request, to perform customer service functions, for security and fraud prevention, for marketing and promotional purposes, and to perform website and mobile application analytics.

We have set out below, in a table format, a description of all the ways we plan to use your personal data in the context of Aura, and which of the legal bases we rely on to do so.

Type of Personal DataPurpose / ActivityLegal Basis for Processing
First and last NameEnrollment and execution of the programContract
Date of BirthTargeted AdvertisingConsent
Phone NumberEnrollment and execution of the programContract
TitleEnrollment and execution of the programContract
GenderTargeted AdvertisingConsent
AddressTargeted AdvertisingConsent
CurrencyEnrollment and execution of the programContract
User’s CountryEnrollment and execution of the programContract
User’s NationalityTargeted AdvertisingConsent
Alshaya Employee IDCorporate Benefit enjoyment conditionConsent
PasswordEnrollment and execution of the programContract
Aura Membership NumberEnrollment and execution of the programContract
Followed BrandsTargeted AdvertisingConsent
Basket detailsTargeted AdvertisingConsent
Transactions detailsTargeted AdvertisingConsent
Prize DrawsTargeted AdvertisingConsent
SurveysTargeted AdvertisingConsent
Family & Friends Personal DataTargeted AdvertisingConsent
Chat NotificationsCommunications Preferences for Targeted AdvertisingConsent
SMSCommunications Preferences for Targeted AdvertisingConsent
E-MailCommunications Preferences for Targeted AdvertisingConsent
LanguageInternal UsabilityConsent
Personal ImageInternal UsabilityConsent
GeolocationTargeted AdvertisingConsent
Personal content from your social network sitesTargeted AdvertisingConsent

Personal Data You Provide Us during the Enrollment Process

Some information we collect is provided when you use our application, such as when you create an account, join this loyalty program; or submit online forms through our websites or mobile applications.

User’s First and last Name; Phone number and User’s Country is strictly needed for our App functionality which in case of not being accepted by agreeing with these terms, Alshaya shall not be able to provide you the application.

If you wish to receive Aura benefits, you must complete the enrolment process by providing us with current, complete, and accurate mandatory information as prompted by the applicable registration form. You will also be asked to choose a password and a username.

Aura Mobile Application

Any resident or national of a country in which Alshaya operates the loyalty program may join it free of charge, by downloading the Aura MENA application and completing enrolment or via

Use of Aura entails information collection in accordance with the above provisions and includes ways for you (the “User”) to control Application functionality, such as location services, setting push notification and in-app message preferences.

As described further below, certain optional information is also shared with through the Application, including:

your Date of Birth; Title; Gender and Nationality.

Advanced analytics information such as location data, diagnostic and usage data, and user interactions.

Location-based information, such as through GPS, Bluetooth-enabled iBeacons, or other location-based technology to enhance the user experience so that you may order ahead, receive directions, and see what is available at nearby stores.

Device Usage

We collect certain personal data using cookies to enable our systems to recognize your browser or device and to provide our services to you. For more information about cookies and how we use them, please read our [Cookies Notice].

Information We Collect from Other Sources

Some information we collect is from unaffiliated sources, including in some cases information that is publicly available, provided by or purchased from marketing business partners, or present on social media platforms. For example, we may collect information you submit to a blog, a chat room, a social network like Facebook, Google, or Apple.

By gathering additional information about you after you consented, we can correct inaccurate information, enhance the security of your transactions, help prevent fraud, and give you product recommendations or special offers that are more likely to interest you.

Controlling Application Functionality

Location Services – To use certain Application functionality, such as location-based services and technology, you must set the permissions in our App to allow communication of this information, by going throughout “My Account’ > “Settings” > “App Permissions”.

If you allow for location sharing, your device communicates with us in ways that allow for us to customize your experience in and around Alshaya brands you love, to monitor the effectiveness of our marketing efforts, to tailor messages based on your time and location patterns, and to limit the number of times you see a promotional message or offer.

Friends & Family – Aura has Friends & Family accounts which allow the account holder to send messages to third parties to collect Points under a common balance and to use Friends & Family Points to redeem against purchases and rewards. If you choose to use our application Friends & Family functionality, you must first obtain their permission to provide their personal information, such as their name, phone number or email address, to us. We encourage you not to send any invitation until you get their consent first. The referred information will be used by us for the purpose of contacting the third party on your behalf to join the Friend & Family group that you created in Aura.

Email Communications, Push Notifications, and In-App Messages

The Application allows all users to set preferences for receiving promotional email communications from Alshaya, receiving push notifications on your device, and receiving inbox messages. Please note as well that you may opt-out of receiving email communications at any time by adjusting your Aura online account settings by going to “My Account” > “Settings” > “Communication Preferences”, or by clicking the “unsubscribe” link included within any commercial email we send you.

Please note once you unsubscribe completely from our marketing communications, your preferences may take up to 48 hours to refresh the latest update. We may be unable to notify you of tailored offers to meet your needs however you will still receive operational and service messages from us regarding your Aura Account.

6. Automated Decisions - including Profiling - and Fraud Processing

Aura aims to build a detailed picture of you, including information such as individual motivations, what you value in a brand, what kind of communication you prefer. Segmentation will be managed by us based on your profile data, transaction history and loyalty program behavior recorded in our database.

Alshaya will be constantly monitoring incoming transactions and member activity to identify potential fraudulent behavior by automated means. The investigation of suspected fraudulent activities as well as continuous monitoring of fraud related reports will be carried out by our employees. We will block any flagged as suspicious resulting event of a suspected fraudulent behavior once reviewed and confirmed by our Customer Service Agent. For more information, carefully read our Aura Terms of Use.

7. Your Data Protection Choices and Rights

Under certain circumstances, you have the right to

Withdraw your Consent at any time where we are relying on consent to process your personal data. However, this will not affect the lawfulness of any processing carried out before you withdraw your consent. If you withdraw your consent, we may not be able to provide certain products or services to you. You have control over your promotional communications preferences, mobile application functionality, cookie settings, and interest-based advertising preferences by going to “My Account” > “Settings” or alternatively contacting us at or [email protected]

Request Access to your Personal Data (commonly known as a "data access request"). This enables you to receive a copy of the Personal Data we hold about you in a structured, commonly used, machine-readable format, and to check that we are lawfully processing it.

Request Object to processing if such processing is not necessary to achieve the purposes for which your Personal Data have been collected or where such collected Personal Data are beyond the extent required, discriminatory, unfair, or illegal.

Request Erasure of your personal data. This enables you to ask us to delete or remove Personal Data upon cessation of the purpose for which the processing has been conducted, or where all justifications for maintaining such Personal Data by us cease to exist.

Request Correction of the Personal Data that we hold about you that shall be accompanied with proof of the accuracy of such request. This enables you to have any incomplete or inaccurate data we hold about you corrected, though we may need to verify the accuracy of the new data you provide to us.

Lodge a Complaint

Without prejudice to any other administrative or judicial remedy, you have the right to lodge a complaint if you contend that there has been a contravention of the data protection legislation or an alleged breach of your rights under the law with the correspondent supervisory authority described below.

If you are a customer using Aura while visiting any of our branches in the DIFC

The Commissioner of Data Protection

Dubai International Financial Centre Authority

[email protected]

If you are a customer using Aura while visiting any of our branches in the context of our activities in the ADGM

The Office of Data Protection

[email protected]

If you are a customer using Aura while visiting any of our branches in the State outside the DIFC and ADGM
If you are a customer using Aura while visiting any of our branches in the State of Kuwait
If you are a customer using Aura while visiting any of our branches in the Kingdom of Saudi ArabiaSaudi Data and Artificial Intelligence Authority (SDAIA) [email protected]
If you are a customer using Aura while visiting any of our branches in QatarQatari Compliance and Data Protection (CDP) Department [email protected]

We would appreciate the opportunity to first address your concerns and would welcome you directing an inquiry first to us at [email protected]

Exercise your Rights

If you wish to exercise any of the rights set out above, please contact us, at [email protected] or post at Alshaya Data Protection Office, Al Barsha Boutique Build. Level 5 Al Barsha 1, PO Box 1277, Dubai, UAE.

8. How We Protect Your Personal Data

We protect your information using technical, physical, and administrative security measures to reduce the risk of loss, misuse, unauthorised access, disclosure, or modification of your information. When you transmit highly sensitive information (such as a credit card number) through our website or in one of our mobile applications, we encrypt the transmission of that information using the Secure Sockets Layer (SSL) protocol. You are responsible for protecting your password(s) and maintaining the security of your devices. 

9. Retention and Disposal of Your Personal

We store Personal Data as needed to accomplish the purposes identified in this Statement and to meet legal requirements, including record retention, resolving disputes, and enforcing our agreements. Our retention of your Personal Data is governed by applicable law. This storage period may extend beyond the term of your relationship with us. 

As a general rule, we keep your Personal Data for only as long as it is needed to complete the purpose for which it was collected or as required by law. We may need to keep your Personal Data for longer than our specified retention periods to honor your requests or to comply with legal, regulatory, accounting, or other obligations. E.g., Personal Data contained in contracts, communications, and business letters may be subject to statutory retention requirements, which may require retention of up to 10 years. If applicable, any other Personal Data will in principle be deleted 6 years after the termination of the respective related contractual relationship between you and us, if applicable). 

When Personal Data is no longer needed, or in any event, after legal authority to retain it has expired, Personal Data will be destroyed, in accordance with local law and pursuant to procedures established in relation to the relevant system or process. 

10. Children

We do not intend for our websites or online services to be used by anyone under the age of 13, however, we cannot prevent certain users, including children, from fraudulently representing their age in order to gain access to the Site or an App. If you are a parent or guardian and believe we may have collected information about your child, please contact us immediately as described in the “Contact Us" section of this Statement.

11. International Transfers

Your Personal Data may be transferred to, stored, and processed in a country other than the one in which it was collected. It may also be processed by our staff operating in Kuwait, UAE, India and Poland to support your continuing engagement with our brands you love, or for our third-party service providers. In such cases, we will take appropriate steps to ensure an adequate level of data protection of the recipient as required under the correspondent data protection regulation. You may obtain further details by contacting us as described in the “Contact Us" section of this Statement.

12. Contact Us

We welcome your questions, comments or suggestions about our application Alshaya Customer Care can be contacted online at or [email protected]