Data Protection Policy


We are pleased at your interest in our online offer at the address At this website in particular you have the possibility of receiving information about the retail casting “FirstStore by ALEXA” (hereinafter also “competition”). At the same time the aforementioned website is the central platform for contestants in the competition. Through the website contestants can, in particular, register, request (download) the digital entry documents and submit these in completed form (upload).

The provisions of this data protection policy apply to our website.


1. General notice

The protection of your privacy is very important to us. We place great value on the protection of your personal data and your right to self-determination in matters of information. In the following we inform you about the handling of your personal data. Should you not consent to these provisions, we ask that you not retrieve this website or use it in any other manner.

We collect, process and use personal data in compliance with the principles articulated in this data protection policy and the Bundesdatenschutzgesetz (German Federal Data Protection Act – “BDSG”) as well as the Telemediengesetz (German Telemedia Act –“TMG”).

1.1 Visit to our website

In principal you can visit our website without providing information about your person. We only store access data without personal reference such as, e.g. the name of your Internet provider, the page from which you visit us, or the name of files requested. This data is analysed solely to improve our offer and does not allow you to be identified.

1.2 Use of services

Personal data is only collected if you voluntarily disclose them to us in the context of the services offered on our website, in particular by use of the entry form, registration on our platform, through queries using the contact e-mail address given as well as subscription to the our reminder mail/ newsletter service. We use personal data to process the participation in the competition described in detail on our website as well as to implement it. This includes but is not limited to the personal data you provide to us in the context of the entry documents you submit.

1.3 Advertising use

Advertising use, processing and transmission of personal data occurs—subject to further reaching explicit consent (e.g. registration on our platform or participation in our reminder mail/ newsletter service) solely in accordance with the law. You may reject the processing and use of personal data for advertising purposes at any time by giving us simple notification. To render an objection please use the contact data given under No. 7 of this data protection policy.

1.4 Data deletion

The legislature had decreed various retention duties and time limits. After these time limits have expired, the corresponding data is routinely deleted. To the extent data is not affected thereby this data is deleted as soon as its respective purpose has lapsed. If you subscribe to our reminder mail/ newsletter service, the corresponding e-mail is sent until you terminate your subscription to the reminder mail/ newsletter service. The termination of our reminder mail/ newsletter service, as well as deletion of your platform registration is possible at any time. Our contact partners (c.f. No. 7 of this data protection policy for the contact data) are pleased to help you.


2. Use of cookies

We use so-called cookies on various pages of our online offer to structure the use of our website more comfortably and to enable the use of certain functions.

2.1 What are cookies?

Cookies are small text files that are stored by us on your computer using your browser. These files only contain data that we send to your computer. These cannot be used to read private data. With cookies we have the possibility to identify your computer, to personalise the design of our website more and to ease your use of it.

Cookies pose no hazard for your computer. They cannot read hard drive data, transmit viruses, send e-mail messages or be read by other webservers.

2.2 What types of cookies do we use?

We use so-called session cookies and persistent cookies. Session cookies are used only temporarily and in order to provide certain functionalities. Session cookies are deleted again when the browser is closed. In contrast, so-called persistent cookies also remain after the browser has been closed and can have a lifespan ranging from a few days to several months.

We use these session cookies



These cookies are used by our website to store anonymous session and login tokens. They may identify you as a single user when you move between pages, but carry no personally identifiable information and are destroyed when you close your browser, unless you actively choose to be remembered for easier login on your next visit.

The cookies



These are Cross Site Forgery Tokens to ensure data is transmitted securely to our hosting server.

The cookies






These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our site. They help us to know which pages are the most and least popular and see how visitors move around the site.

We work together with partner enterprises that support us in the collection and analysis of anonymised data (c.f. No. 4 of this data protection policy). Therefore when visiting our website cookies from partner enterprises are also used and stored on your computer. These third-party cookies are usually persistent cookies. The relevant cookies are never linked to your personal data.

2.3 How can I deactivate cookies?

Most browsers are set such that they automatically accept cookies. If you do not want to use the advantages of the cookies, you can change the treatment of cookies in the security or data protection settings of your browser. You can deactivate the storage of cookies, including third-party cookies or set your browser so that it notifies you as soon as cookies are sent. In addition, browsers usually provide a function for subsequent deletion of either individual cookies or all of them. You can learn through the HELP function of most web browsers how to perform the aforementioned settings.

We call your attention to the fact that if cookies are deactivated eventually not all functions of our website or of any other website you may access can be used. If you block storage of all cookies it may be that we can no longer offer you some of the functions of our website.


3. Reminder mail/ newsletter service

In the event of subscription to our reminder mail/ newsletter service, we collect and process your personal data (in particular your e-mail address) for sending reminders. You can receive a reminder message regarding the coming expiration of the entry deadline shortly after e-mail transmission if you have downloaded documents from our website, however have not or have not yet supplied them completely.

Along with this you receive through our reminder mail/ newsletter service information about news, information about the progress of the competition or information about any updates that may be necessary.

The subscription to our reminder mail/ newsletter service is completed through the so-called double opt-in method. The double opt-in requires two subscription steps: in the first step, the person interested in the reminder mail/ newsletter service has to register on our website (first opt-in). In the second step, the interested person has to confirm his subscription to the reminder mail/ newsletter service (second opt-in). For purposes of confirmation, a confirmation message containing a confirmation link is sent to the e-mail address entered in the context of the subscription. Only once the confirmation link has been activated is the interested person entered in the mailing list. If you no longer desire our reminder mail/ newsletter service, you can use the contact data given under No. 7 of this data protection policy or the link reserved for cancellation contained in the e-mail messages sent to you.


4. Web tracking

We use the web-tracking tool Google Analytics in order to improve our online offer and design it to be more attractive to you.

Google Analytics

This website uses Google Analytics, a web analysis service of Google Inc. (“Google”). Google Analytics uses so-called “cookies”, text files stored on your computer which allow an analysis of your use of the website. The information generated by the cookie through your use of this website is normally transferred and stored on a Google server in the USA.

In cases where the IP anonymisation is activated on this website however, your IP address is first shortened by Google, within the member states of the EU or in other treaty states of the European Economic Area convention. Only in exceptional cases will the full IP address be transferred to a Google server in the USA and shortened there. We call attention to the fact that on this website Google Analytics has been expanded by the code “gat._anonymizelp();” to assure anonymised recording of IP addresses. On behalf of this website’s operators Google will use this information to analyse your use of the website, compile reports about website activity and to render other services in connection with the website use and Internet use to the website operator.

The IP address transmitted from your browser in the context of Google Analytics will not be merged with other Google data. You can prevent the storage of cookies by a corresponding setting in your browser software. However we call attention to the fact that, in this case, you may be unable to use all functions of this website in their entirety.

Beyond that you can prevent recording of the data pertaining to your use of the website generated by the cookie (including your IP address) for Google as well as the processing of this data by Google in the form of an objection option, via “opt-out”, by downloading and installing the browser plug-in under the following link:


5. Data security

We call your attention to the fact that data transfer via the Internet is essentially unsecure. It cannot be ruled out that unauthorised persons obtain knowledge of data transmitted and such data can even be corrupted. For secure communications we offer you as standard an encrypted communication via the SSL protocol, which we use for transfer of your personal data. We also secure our website and other systems against loss, destruction, access, alteration or dissemination of your data by unauthorised persons using both technical and organisational measures. For purposes of system security when you visit our website our web server temporarily records the domain name or IP address of the requesting computer as well as the access date, the file request of the client (file name and URL), the http answer code and the website from which you visit us as well as the number of bytes transferred during the connection.


6. Rights

Under the Bundesdatenschutzgesetz (German Federal Data Protection Act – “BDSG”), you have the right to obtain information free of charge as to data stored about you and, as the case may be, also a right to correction, blocking or deletion of this data. Should deletion be prevented by statutory, contractual, tax law or commercial law retention duties or for other reasons under the law, your data can only be blocked in lieu of deletion.


7. Contact partner and contact

For questions about collection, processing or use of your personal data, for information requests, corrections, blocking or deletion of data or in cases of revocation of consents given, please contact:

Sierra Germany GmbH

Dr. Jan Tibor Lelley

Hamborner Straße 53

40472 Düsseldorf

Telephone: 0049 – (0)30 – 269 340-0

Telefax: 0049 – (0)30 – 269 340-110