Privacy Policy
Pierfront (“we”, “us”, “our”) is committed to protecting your personal data and respecting your privacy. This Privacy Policy explains how we collect, use, store and protect information when you use our website, platform and related services, including our digital valet system, guest communication tools, digital permits, ANPR parking management solutions and mobile interfaces (collectively, the “Services”).
By accessing or using our Services, you agree to the terms of this Privacy Policy.
Introduction
Pierfront is a technology platform that provides digital valet services, guest communication tools, parking management and ANPR-driven solutions for venues (“Venues”).
We process personal data both as a data controller (for our website, marketing and direct customer relationships) and as a data processor on behalf of Venues using our Services.
You can contact us at hello@pierfront.io if you'd like to speak to a member of our team.
Data We Collect
We collect and process the following categories of personal data:
A. Information Provided Directly by You
Name
Contact details (email address, phone number)
Account login information
Payment details (processed securely by third-party providers)
B. Data Provided by Venues
When Venues use Pierfront, they may upload or collect guest or staff information, such as:
Guest name and contact information
Booking or visit details
Vehicle details (registration plate, model, colour)
Digital permit details
Communication history
Notes or operational logs
C. Automatically Collected Data
IP address
Device information
Browser type
Usage activity and interaction logs
Cookies and tracking technologies
D. ANPR & Parking Data (If Used by the Venue)
Vehicle registration numbers
Time and date of entry/exit
Location of camera events
Parking duration and compliance status
Validation or permit status
This data is used solely for legitimate operational and enforcemen
How We Use Your Data
We use personal data to:
Provide and Improve the Services
Manage valet check-ins and returns
Deliver real-time SMS/email updates
Register and validate vehicles
Issue digital permits
Record vehicle condition and activity
Manage parking compliance and ANPR monitoring
Enable payments and tipping
Provide customer support
Operational Reporting & Analytics
Monitor performance for Venues
Provide insights such as occupancy, stay duration, peak periods, etc.
Communications
Send notifications relating to vehicle status
Provide system alerts and updates
Respond to enquiries
Legal Compliance
Support parking enforcement where applicable
Maintain security, audit trails and data integrity
Meet GDPR, UK Data Protection Act and other legal obligations
Marketing (Opt-in Only)
Send updates, insights and promotional materials
You may opt out at any time
Legal Bases for Processing
We rely on the following lawful bases:
Contractual necessity: to deliver our Services to you or a Venue.
Legitimate interests: operational monitoring, security, analytics and service improvement.
Consent: for marketing communications.
Legal obligation: where enforcement data or regulatory compliance requires it.
Sharing Your Data
We may share data with:
A. Venues
If you interact with a Venue using our platform, your data is shared only with that Venue as needed for operational purposes.
B. Service Providers
Trusted third parties helping us deliver our Services, including:
SMS/email delivery providers
Payment processors
Cloud hosting providers
ANPR processing partners
Customer support tools
All partners comply with GDPR and process data under strict contractual terms.
C. Parking Enforcement Partners
If a Venue uses automated enforcement, ANPR results may be shared with authorised parking enforcement partners.
D. Legal Requirements
We may disclose data to comply with laws, court orders or regulatory requests.
We never sell personal data to third parties.
How Long We Keep Your Data
We retain personal data only as long as necessary for:
Delivering our Services
Complying with legal obligations
Resolving disputes
Providing audit trails for Venues
Typical retention periods:
Guest communication logs: 12–24 months
ANPR data: 30–90 days, unless used for enforcement
Permit records: duration of permit + 12 months
Account information: until deletion or inactivity closure
Venues may set custom retention periods.
International Transfers
Some service providers may process data outside the UK/EU.
In these cases, we ensure adequate safeguards, such as:
UK GDPR-approved Standard Contractual Clauses
Adequacy decisions
Keeping Your Data Secure
We use industry-leading security measures to protect your data, including:
Encrypted data storage and transmission
Strict access controls
Regular security testing
ISO-certified infrastructure providers
Role-based permissions
While no system is fully secure, we take all reasonable steps to safeguard your information.
Your Rights
Under GDPR, you have the right to:
Access your data
Correct inaccurate information
Request deletion
Restrict processing
Object to processing
Withdraw consent
Request data portability
To exercise your rights, email hello@pierfront.io
If your data was collected by a Venue (e.g., during valet or parking operations), please contact the Venue directly.
. Cookies
We use cookies to:
Improve website performance
Analyse usage
Enhance user experience
You may manage cookie settings through your browser.
11. Children's Data
Our Services are not intended for children under 16.
We do not knowingly collect data from minors.
11. Updates to This Policy
We may update this Privacy Policy occasionally. The latest version will always be published on our website.
Last Updated: January 1, 2025
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