Online brands must respect consumers’ data privacy if they expect to build strong customer relationships, according to a recent study by SAP SE. They must also offer discounts and respond to queries within 24 hours.

Fifty-eight percent of consumers said the main reason for shopping online was convenience. Retailers are trying to improve the digital experience by learning more about consumers through data collection. Seventy-one percent of respondents said they are willing to part with information, such as email addresses and shopping history, they are less likely to provide their mobile number, real-time location or monthly income.

In return for data they do share, consumers expect retailers to protect their interests (72%), being transparent in how they use personal data (66%) and protect their privacy in the event of criminal investigations (60%).

Once consumers have shared personal data with their regularly visited online retailer, they expect a certain level of service in return as well. Eighty-seven percent of respondents said they expect customer service to respond within 24 hours, while…