FLOORS TODAY® (FLOORING TODAY INC.) PRIVACY POLICY
Effective Date: January 14, 2026
Last Updated: January 14, 2026
1) Introduction and Overview
This Privacy Policy describes how Flooring Today Inc., operating as Floors Today® (“Floors Today,” “we,” “us,” or “our”) collects, uses, discloses, stores, and protects Personal Information through our website https://floorstoday.ca, live chat, phone and email communications, in-home estimates, advertising platforms, and other online and offline interactions (collectively, the “Services”).
By using our Services or providing Personal Information to us, you consent to the practices described in this Privacy Policy. Where required, consent is obtained in a manner intended to be meaningful, as expected under Canadian private-sector privacy principles.
Service Area: Ontario, Canada
We operate exclusively within Ontario and do not provide services to the United States.
2) Definitions
“Personal Information” means information about an identifiable individual, or information that can reasonably be linked to an identifiable individual.
This Privacy Policy is structured in accordance with the fair information principles underlying Canada’s Personal Information Protection and Electronic Documents Act (PIPEDA), including accountability, identifying purposes, consent, limiting collection, limiting use, disclosure and retention, accuracy, safeguards, openness, individual access, and challenging compliance.
3) Personal Information We Collect
We collect only the Personal Information necessary to operate our business and provide our Services.
A) Information you provide directly
Identifiers & contact details: name, email address, phone number
Addresses: home address and installation/service address
Project information: measurements, room details, subfloor details, flooring preferences, estimates and quotes
Media: photos or videos of your space or jobsite if you choose to provide them
Communications: emails, live chat messages, phone call content, and service inquiries
Payments: when payment is required, transactions are processed via Elavon (online or onsite). We do not intentionally store full credit card numbers in our internal systems.
B) Financing (Flexiti)
If you apply for financing, you will provide application information directly to Flexiti (a third party). Floors Today may receive status or confirmation information necessary to administer your request (for example, approval/decline and related details as provided by Flexiti), depending on the program flow. (We do not control what Flexiti collects—please review Flexiti’s privacy practices.)
C) Information collected automatically (online)
When you use our website, we and our service providers may automatically collect:
IP address
device identifiers
browser and operating system details
approximate location inferred from IP
pages viewed, time spent, clicks, and interaction data
advertising interaction and conversion data
4) How We Collect Personal Information
We collect Personal Information in the following ways:
Directly from you when you request an estimate, communicate with us, submit forms, provide photos, or interact with our team
Automatically through cookies, pixels, tags, and similar technologies when you use our website
From service providers that support advertising, analytics, communications, and payment processing, as necessary for business operations
5) Why We Collect Personal Information (Purposes)
We collect and use Personal Information for the following purposes:
Provide estimates and services: schedule appointments, perform in-home estimates, measure spaces, recommend products, and provide quotes
Deliver and manage projects: coordinate installation and service work, communicate with installers/contractors, handle changes and follow-ups
Customer support: respond to inquiries, troubleshoot issues, and manage warranty or service requests
Payments: process payments through Elavon (online and onsite) and manage receipts, disputes, and reconciliation
Financing support: facilitate financing requests through Flexiti where you choose that option
Marketing and promotions (where permitted): send offers and service updates through email/SMS and run remarketing campaigns
Site operations and analytics: maintain and improve website performance, security, user experience, and conversion measurement
Security and fraud prevention: protect our systems and customers from suspicious or fraudulent activity
Legal and compliance: comply with legal obligations and enforce our agreements
Canadian privacy guidance emphasizes that consent should be meaningful and tied to clearly explained purposes.
6) Sensitive Information and Special Situations
We do not intentionally request sensitive personal information as a standard practice.
However, in limited circumstances (for example, work-related accident documentation or related investigations), we may need to collect additional information to meet legal, insurance, safety, or operational requirements. Where appropriate, we will limit collection to what is necessary and apply enhanced safeguards consistent with the sensitivity of the information. (If you want, tell me what you collect in these scenarios—WSIB incident details, photos, witness statements, etc.—and I’ll harden this section further without overreaching.)
7) How We Disclose Personal Information
We may disclose Personal Information as follows:
A) Service providers
We share information with trusted vendors that support our operations, including:
website infrastructure and security services
advertising and analytics platforms
live chat, email, and SMS providers
payment processor (Elavon)
financing provider (Flexiti)
These providers are authorized to use Personal Information only as necessary to perform services on our behalf.
B) Installers and contractors
Information required to complete your flooring project (such as address, measurements, and scope details) may be shared with installers and contractors.
C) Legal and security purposes
We may disclose Personal Information to comply with applicable laws, respond to lawful requests, protect rights and safety, prevent fraud, or enforce agreements.
D) Business transactions
If Floors Today is involved in a merger, acquisition, or sale of assets, Personal Information may be transferred as part of that transaction, subject to appropriate protections.
8) Cookies, Analytics, Ads, and Session Replay
We use Cloudflare Zaraz as our tag management/consent and measurement layer. Through Zaraz and our site configuration, we may use the following categories of tools:
A. Analytics & performance
Google Analytics (GA4)
Google Tag Manager (GTM)
B. Advertising & remarketing
Google Ads (including conversion tracking, call reporting, and call tracking features)
Meta Pixel (Facebook/Instagram)
TikTok Pixel
We also use remarketing/matched audiences (e.g., showing ads to people who visited our site or who are in permitted customer audience lists).
C. Session replay / experience analytics
Hotjar and/or Microsoft Clarity (session replay / interaction analytics), if enabled in your configuration.
What these technologies do:
They may collect device and browser data, IP address (or portions of it depending on settings), pages viewed, clicks, scrolling, form interactions (implementation-dependent), and ad interaction signals.
Your choices / consent:
You can manage cookie preferences using our cookie controls (as implemented via Cloudflare Zaraz) and your browser settings.
Disabling certain cookies may affect site functionality.
Meaningful consent and transparency around online tracking are emphasized by Canadian privacy guidance.
9) Email, SMS, and Communications (CASL)
We communicate with customers by email, phone, SMS, and live chat.
A. Email marketing
We send marketing emails using AWS SES (self-managed). You can unsubscribe from marketing emails at any time using the unsubscribe link included in the email (or by contacting us).
B. SMS marketing
We may send SMS messages using Twilio. You can opt out at any time by replying STOP (or using any opt-out instructions included in the message). Standard message/data rates may apply.
C. Transactional/service communications
Even if you opt out of marketing messages, we may still contact you about service-related matters (appointments, project updates, receipts, warranty/service issues).
CASL is Canada’s federal framework for commercial electronic messages and related requirements.
10) Cross-Border Storage and Processing
While we operate in Ontario, some service providers (such as Google advertising and analytics services) may process or store data in Canada and the United States. Personal Information processed outside Canada may be subject to foreign laws.
11) Security Safeguards
We implement administrative, technical, and physical safeguards appropriate to the sensitivity of the information to protect Personal Information against loss, theft, unauthorized access, disclosure, copying, use, or modification.
No system is completely secure; however, we take commercially reasonable steps to protect your information.
12) Retention
Floors Today retains Personal Information only as long as necessary for the purposes described in this Policy and to meet legal and accounting requirements.
Our standard retention period is at least five (5) years for leads, quotes, invoices, photos, and call records, unless a longer retention period is required by law or for dispute resolution.
13) Access, Correction, and Withdrawal of Consent
You may request:
access to the Personal Information we hold about you
correction of inaccurate or incomplete information
withdrawal of consent, subject to legal or contractual restrictions
Requests may be made using the contact information below.
14) Privacy Breaches
If a breach of security safeguards involving Personal Information under our control occurs and poses a real risk of significant harm, we will take appropriate steps, including notification and record-keeping, in accordance with applicable Canadian privacy requirements.
15) Children’s Privacy
Our Services are not directed at children, and we do not knowingly collect Personal Information from children.
16) Changes to This Policy
We may update this Privacy Policy from time to time. Changes will be reflected by the “Last Updated” date. If material changes are made, we will take reasonable steps to provide notice.
17) Contact Us – Privacy Inquiries
If you have questions, requests, or concerns regarding privacy or this Policy, contact:
Floors Today® (Flooring Today Inc.) – Privacy Inquiries
Email: info@floorstoday.ca
Phone: 1-866-473-7222
Address: Unit 20, 2777 Steeles Ave W, Toronto, Ontario M3J 3K5