Privacy policy

Last updated: September 2, 2026

Rural Outfitters LLC, trading as Rural Outfitters, operates this store and website, including all related information, content, features, tools, products and services (the “Services”). Rural Outfitters is powered by Shopify, which enables us to provide the Services to you. This Privacy Policy describes how we collect, use, share, and protect your personal information when you visit, use, or make a purchase from the Services or otherwise communicate with us.

If this Privacy Policy conflicts with our Terms of Service, this Privacy Policy governs with respect to the collection, processing, and disclosure of personal information.

By using the Services, you acknowledge that you have read and understood this Privacy Policy.

1. Personal Information We Collect

“Personal information” means any information that identifies, relates to, or can reasonably be linked to you. We may collect the following categories:

Contact Information

  • Name

  • Billing address

  • Shipping address

  • Email address

  • Phone number

Payment & Transaction Information

  • Payment method and payment-related information processed through Shopify and our payment providers

  • Payment authorization information

  • Transaction records

Full payment card details are processed by Shopify and/or our payment providers rather than being stored directly by Rural Outfitters.

Account Information

  • Account identifiers and login-related information

  • Preferences and settings

Transaction & Shopping Information

  • Products viewed

  • Items added to cart or wishlist

  • Purchases, returns, cancellations, and exchanges

  • Order and fulfillment history

Reviews & User-Generated Content

When you submit a product review or other feedback, we may collect:

  • Star ratings and written reviews
  • Review titles
  • Photographs, videos, and other user-generated content you choose to submit
  • Answers to review questions or surveys
  • Your reviewer display name
  • Information about the product you reviewed
  • Order and purchase information used to verify your purchase
  • The date your review was submitted
  • Whether a reward, discount, or other promotional benefit was offered for including eligible photo content with the review
  • Other information you voluntarily include in your review or submission

Communications

  • Emails and messages exchanged with us

  • Customer support interactions

Device & Usage Information

  • IP address

  • Browser type

  • Device identifiers

  • Cookies and similar technologies

  • Interaction activity on our website

Where required by applicable law, we only deploy non-essential cookies and tracking technologies following any consent required by applicable law.

Inferences

  • Preferences

  • Shopping interests

  • Behavioral patterns

Sources of Data

We collect personal information:

  • Directly from you (account creation, checkout, forms, customer service, product reviews, ratings, photographs, videos, surveys, and other content you submit)
  • Automatically (cookies, device interactions, and use of the Services)
  • From Shopify as our e-commerce provider, including customer, order, product, and purchase information that may be used to send review requests, associate reviews with products, or verify purchases
  • From service providers (including payment processors, analytics providers, advertising partners, IT providers, and other vendors that support our Services)
  • From marketing or business partners, where permitted by applicable law

2. Why We Collect Your Information (Purposes of Use)

We use personal information for the following purposes:

Provide, Personalize & Improve the Services

  • Process orders and payments

  • Deliver items

  • Manage your account

  • Remember preferences

  • Recommend products

  • Facilitate returns or exchanges

  • Fulfill contractual obligations

Marketing & Advertising

  • Send promotional emails, texts, or marketing materials

  • Deliver personalized ads on our website and others

  • Improve advertising effectiveness

Security, Fraud Prevention & Integrity of the Services

  • Authenticate accounts

  • Detect, prevent, or investigate fraud or misuse

  • Ensure the safety of customers and systems

Customer Support & Communication

  • Respond to inquiries

  • Provide order updates

  • Offer general assistance

Reviews & Customer Feedback

We may use personal information to:

  • Request feedback about products you have purchased

  • Allow you to submit ratings, reviews, photographs, videos, and other user-generated content

  • Associate reviews with the relevant products

  • Verify whether a reviewer purchased the relevant product

  • Publish reviews, ratings, photographs, videos, and reviewer information on our Services

  • Calculate aggregate ratings and review statistics

  • Moderate reviews and identify fraudulent, misleading, abusive, or otherwise inappropriate submissions

  • Administer rewards, discounts, or promotional benefits offered for including eligible photo content with a review

  • Respond to and manage submitted reviews

  • Improve our products, Services, and customer experience

  • Use submitted user-generated content for promotional or marketing purposes where permitted under our Terms of Service

  • Detect duplicate, suspicious, fraudulent, or manipulated review activity and protect the integrity of our review system

Automated Review Integrity Tools

We may use automated tools and signals to identify potentially fraudulent, duplicate, manipulated, abusive, or otherwise inappropriate reviews and user-generated content. These tools may flag content for further review or moderation.

We do not use solely automated decision-making that produces legal or similarly significant effects on individuals.

Legal & Compliance

  • Comply with applicable laws

  • Respond to valid law enforcement requests

  • Enforce our Terms of Service

3. Legal Bases for Processing (GDPR/UK GDPR)

Where the GDPR or UK GDPR applies, we rely on one or more of the following legal bases depending on the circumstances:

  • Performance of a Contract: To process your orders, payments, delivery, returns, account services, and other steps necessary to provide products or Services you request.
  • Legitimate Interests: To operate, maintain, secure, and improve our Services; understand how customers use our Services; request and manage customer feedback; publish and display genuine customer reviews; verify purchases; calculate ratings and review statistics; prevent fraud, fake reviews, manipulation, and misuse; and protect our customers and business, where those interests are not overridden by your rights and interests.
  • Consent: Where we ask for your consent, including for certain marketing communications, cookies or tracking technologies, and any other processing for which consent is required by applicable law. Where applicable, you may withdraw your consent at any time.
  • Legal Obligations: To comply with tax, accounting, regulatory, consumer-protection, law-enforcement, and other legal requirements.

4. How We Collect Information (Methods of Collection)

  • Checkout forms

  • Account registration

  • Newsletter signups

  • Contact forms and customer service messages

  • Cookies, pixels, and tracking technologies

  • Automated Shopify systems

  • Third-party integrations (analytics, advertising, payment processors)

  • Product review and rating forms

  • Photo and video review uploads

  • Review request emails or messages

  • Review surveys and feedback forms

  • Order and purchase information used to associate or verify reviews

5. How We Share Your Information

We may disclose information with:

Shopify

Shopify provides the e-commerce platform and infrastructure that enables us to operate our online store. In providing its services, Shopify may process personal information on our behalf and, for certain services or processing activities, may process personal information for purposes described in its own privacy documentation. Personal information may be stored or processed through Shopify's systems and those of its service providers.

Public Reviews and User-Generated Content

This may include your reviewer display name, star rating, written review, photographs, videos, review date, Verified Purchase status, whether the photograph was submitted in connection with a photo reward, and other information you choose to include in your submission.

Please do not include personal, confidential, sensitive, or other information in a review that you do not want to be publicly displayed.

Service Providers

Including payment processors, IT vendors, shipping and fulfillment companies, cloud storage providers, analytics services, fraud prevention tools.

Marketing & Advertising Partners

For personalized ads and marketing campaigns.
You may opt out of these uses (see Section 9).

Affiliates

Entities within our corporate group.

Business Transactions

In mergers, acquisitions, financing, or bankruptcy scenarios.

Legal & Compliance

To comply with laws, enforce our rights, or protect safety.

6. Security of Your Information

We take reasonable and appropriate administrative, technical, and physical measures to protect personal information, including:

  • Encryption during payment processing (via Shopify and PCI-compliant partners)

  • Secure server hosting and firewalls

  • Access controls and credential protections

  • Regular monitoring for unauthorized access

No security system is perfect or guaranteed. Please avoid sending sensitive information via unsecured communication channels.

7. Data Retention

We retain personal information only for as long as needed:

  • Account data: retained while your account remains active

  • Order records: typically kept 3–7 years for tax, legal, and accounting purposes

  • Marketing data: retained until you opt out

  • Support communications: retained for 1–2 years for service quality

  • Cookies and device data: according to their expiration (varies by type)

  • Reviews and user-generated content: may be retained for as long as the relevant review or content remains published on our Services, or as otherwise reasonably necessary for legitimate business, legal, fraud-prevention, or recordkeeping purposes. Where appropriate, we may anonymize review content rather than delete the review entirely.

After retention periods expire, data is securely deleted or anonymized.

8. International Data Transfers

We may transfer your personal information outside your country, including to:

  • The United States

  • Canada

  • Countries where Shopify or our service providers operate

EEA/UK Transfers

When transferring personal data outside the EEA or UK, we rely on:

  • Standard Contractual Clauses (SCCs)

  • UK International Data Transfer Addendum, when applicable

  • Other recognized safeguards or adequacy decisions

9. Your Rights and Choices

Depending on your location, you may have rights to:

  • Access the personal information we hold

  • Delete your personal information

  • Correct inaccurate personal information

  • Port your information to another service

  • Opt out of targeted advertising or “sharing” of personal data

  • Withdraw consent, where applicable

  • Limit processing under certain laws

  • Object to certain processing based on our legitimate interests, including direct marketing where applicable

Opting Out of Marketing

Click “unsubscribe” in any marketing email.
You may still receive transactional emails (order updates, receipts, etc.).

Global Privacy Control (GPC)

If enabled in your browser, we honor GPC signals by automatically applying opt-out preferences where legally required.

Exercising Your Rights

Email: support@ruraloutfitters.store

We may request verification or authorization (for agents) as permitted under law.

10. Complaints

If you have concerns about how we handle your personal information, we encourage you to contact us first so that we can try to resolve them.

Depending on your location, you may also have the right to lodge a complaint with the data protection or privacy authority responsible for your jurisdiction. For example, individuals in the United Kingdom may lodge a complaint with the Information Commissioner's Office (ICO), and individuals in the European Economic Area may contact the supervisory authority in their country.

11. Children’s Data

We do not knowingly collect information from individuals under the age of majority in their jurisdiction.
If a child has submitted data, contact us to request deletion.

We do not “sell” or “share” personal information of individuals under 16.

12. Changes to This Privacy Policy

We may update this policy from time to time.
We will post changes here, update the “Last updated” date, and notify you as required by law.

13. Contact Us

If you have questions about this Privacy Policy, how we process your personal information, or wish to exercise your privacy rights, please contact us:

Rural Outfitters LLC
Trading as: Rural Outfitters
Email: support@ruraloutfitters.store
1209 Mountain Road PL NE
STE R
Albuquerque, NM 87110
United States