Consumer behaviour is a dynamic response that is easily influenced by what’s going on in the world, country, or local communities. The impact of Covid-19 on consumers, for example, is still affecting shopper habits. Although many have returned to in-person shopping, eCommerce isn’t settling down whatsoever. That’s because consumers’ time is precious and they’ve come to appreciate the convenience online shopping offers them.

In addition, consumers are also heavily impacted by the current downturn in the economy, which is adapting the way they buy. Businesses need to ‘read the room’ and consider what consumers are experiencing in order to drive sales going forward.

What customers want from brands in 2023

1. More practical, essential and value-added items
Consumer budgets are spread thinly. The state of the economy is creating shoppers that will be looking to spend their money on practical, essential and value-added items. Luxury items have become ‘nice-to-haves' rather than ‘need to haves’. Pushing these types of products alone could potentially make shoppers feel bad about not being able to afford them.

Shoppers will also be looking more to influencers to help them find affordable products and assist with buying decisions.

2. A positive customer experience
Customers are spoilt for choice. While product, quality, and price are important, shoppers are looking for an ‘experience’ too.  Consumers want to connect with brands and form part of the ‘conversation’. They are looking for brands that have the same values they have because this builds brand trust. A Price Waterhouse Coopers’ survey found that if a consumer trusted a brand, 88% will recommend it to family and friends.

To do well in 2023 you need to be an authentic brand that cares, that prioritises social responsibility as well as customer service and relationships.

3. A seamless omni-channel shopping experience
As both eCommerce and social commerce are consistently growing year on year, does this mean that brick-and-mortar stores are becoming irrelevant? Not at all. In fact, in-store shopping is still a personal preference for many consumers.

All your shopping channels need to work together to engage, educate, and support customers. Keep channels updated and make it easy for customers to obtain assistance and switch from one channel to the next.

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Chantel Venter

Chantél Venter is a creative writer, strategic thinker, and a serious gesticulator. She’s passionate about storytelling, small businesses and bringing color to the world ­– be it through her words or wardrobe.

She holds a four-year degree in Business and Mass Media Communication and Journalism. She’s been a copywriter and editor for the technology, insurance and architecture industries since 2007 and believes anybody can run a small business successfully. She therefore enjoys finding and sharing the best and most practical tips for this purpose.