SOGO may use your personal data for purposes relating to its daily operation of your membership account, administration of your membership accounts and records, marketing analysis, research and development, advertising, marketing, public relations and direct marketing (including cross-marketing) in relation to charity (which includes solicitation of donation for the purposes of relief of poverty, advancement of education, advancement of religion and other charitable purposes) and provisions of goods, facilities and/or services in respect of department stores and/or consumer products (collectively, the “Classes of Marketing Items”), communicating news and information, identification for provision of goods, services, benefits, offers and promotions, processing of purchase orders, provision of goods, services and benefits, information and database administration, complying with any statutory or regulatory requirements and other purposes directly related to the aforesaid.