Shelfforce: Turn Shelf Photos into Retail Reports with AI Agents

This Privacy Policy describes how Shelfforce ("we", "us", "our") collects, uses, and shares information through the Shelfforce mobile application and web platform (collectively, the "Service"), operated by Shelfffy Pty Ltd (trading as Shelfforce.ai). By using the Service, you agree to the collection and use of information in accordance with this policy.

1. Information We Collect

Account Information

When you create an account, we collect your email address, name, phone number (if provided), and authentication information.

Photos and Camera Access

The Shelfforce mobile app accesses your device camera to photograph retail shelf displays. These images are uploaded to our servers for AI-powered analysis to detect products, pricing, and shelf placement. You may also select images from your device's photo library. All uploaded images are stored securely and associated with your account and organisation.

Location Data

When you use the Shelfforce mobile app, we collect precise location data (GPS coordinates) to:

Verify your proximity to assigned store locations during field visits
Allow you to pin new store locations on a map
Auto-fill store addresses using reverse geocoding

Location is collected only while the app is in use and only when you grant permission. When you complete a store visit, your GPS coordinates at the time of the visit are stored as part of the visit record for audit and verification purposes and are retained for the life of the audit history. You can revoke location access at any time through your device settings.

Usage and Device Data

We automatically collect information about how you interact with our Service, including:

Pages viewed, features used, and actions taken
Device type, operating system, and browser information
IP address and approximate location derived from IP
Unique device or session identifiers
App crash logs and error reports

We use PostHog, a third-party analytics service, to collect and analyse this data to understand usage patterns and improve our Service.

2. How We Use Your Information

To provide and improve our shelf image analysis and retail analytics services
To authenticate your account and ensure service security
To process your uploaded images using AI and machine learning services for product detection, pricing, and shelf analysis
To store processing results and generation history
To verify your location during store visits and display store locations on maps
To communicate with you about your account and our services via email or WhatsApp
To analyse usage patterns, diagnose technical issues, and improve service performance

3. Information Sharing and Third Parties

Service Providers

We share data with the following categories of third-party service providers, solely to operate and improve the Service:

AI and machine learning providers — to analyse shelf images and extract product data
Cloud infrastructure and storage providers — to store images and application data
Analytics providers — to understand usage patterns and improve performance
Email and messaging delivery services — to send account-related communications including verification codes and task notifications
Mapping services — to display store locations and calculate distances

These providers process data on our behalf under contractual obligations to protect your information.

Legal Requirements

We may disclose your information if required by law, court order, or government request, or to protect our rights and safety.

Business Transfers

In the event of a merger, acquisition, or sale of assets, your information may be transferred as part of the business transaction.

4. SMS and Messaging

If you provide your phone number, we may send you SMS or WhatsApp messages for account security purposes, including login verification codes, password reset codes, account confirmation codes, and security alert notifications.

By providing your phone number on our sign-in page, you consent to receive these messages. Message frequency may vary. Message and data rates may apply.

You can opt out at any time by replying STOP to any message. Reply HELP for assistance. We will not share your phone number with third parties for marketing purposes. Your phone number is only used for account security and service notifications.

5. Data Storage and Security

We implement appropriate technical and organisational measures to protect your personal information against unauthorised access, alteration, disclosure, or destruction.

All data is encrypted in transit using TLS and at rest using industry-standard encryption
Access to your data is restricted to authorised personnel only
We regularly review and update our security practices
Data is stored in secure cloud infrastructure with appropriate backups

6. Your Rights and Choices

Access: You can request access to your personal information
Correction: You can request correction of inaccurate personal information
Deletion: You can request deletion of your account and associated data (see Section 7 below)
Data Portability: You can request a copy of your data in a portable format
Withdrawal of Consent: You can withdraw consent for data processing at any time
Permissions: You can revoke camera or location permissions at any time through your device settings

To exercise any of these rights, contact us at hey@shelfforce.ai.

7. Account and Data Deletion

You may request deletion of your account and all associated data by emailing us at hey@shelfforce.ai with the subject line "Delete My Account".

Upon receiving your request, we will delete your account, uploaded images, analysis results, and personal information within 30 days. Some data may be retained for up to 90 days in encrypted backups before being permanently purged. We may retain certain information as required by law or for legitimate business purposes (e.g., fraud prevention), which we will disclose to you at the time of your request.

8. Data Retention

We retain your personal information, uploaded images, and processing results for as long as your account is active or as needed to provide the Service. Specific retention periods include:

Account information — retained while your account is active
Shelf images and analysis results— retained for the life of the organisation's account, or as required by the organisation's data retention requirements
Visit location records — retained for the life of the audit history for compliance verification
Usage and device data — retained for up to 24 months

If you stop using the Service but do not request deletion, your data will be retained in accordance with this policy. After account deletion, data is removed as described in Section 7 above. We may retain certain anonymised or aggregated data that can no longer identify you for analytical purposes.

9. International Data Transfers

Your information may be processed and stored in countries other than your own, including the United States and Australia. We ensure appropriate safeguards are in place for international data transfers in compliance with applicable data protection laws.

10. Children's Privacy

Our Service is not directed to individuals under 16 years of age. We do not knowingly collect personal information from children under 16. If we become aware that we have collected personal information from a child under 16, we will take steps to delete that information.

11. Australian Privacy Law

Shelfforce is operated by Shelfffy Pty Ltd, an Australian company. We are bound by the Australian Privacy Act 1988 (Cth) and the Australian Privacy Principles (APPs). In addition to the rights described in Section 6, Australian residents have the right to:

Request access to and correction of their personal information under APPs 12 and 13
Complain about a breach of the APPs, which we will investigate and respond to within 30 days

If you are not satisfied with our response to a complaint, you may lodge a complaint with the Office of the Australian Information Commissioner (OAIC) at www.oaic.gov.au.

12. Changes to This Privacy Policy

We may update this privacy policy from time to time. We will notify you of any changes by posting the new privacy policy on this page and updating the "Last updated" date.

13. Contact Us

If you have any questions about this privacy policy or our data practices, please contact us at hey@shelfforce.ai.