Table of Contents
Key Takeaways:
- Attracting customers starts with understanding their needs. Today’s consumers are not only looking for products, but also meaningful value.
- Getting customers to buy is heavily influenced by seamless experiences, easy purchasing processes, personalization, and convenient transactions.
- Building customer trust and a sense of security is equally important, especially through reliable payment systems like DOKU.
Attracting customers in the food business is no longer just about serving delicious products. As consumer behavior continues to evolve, businesses also need to understand what customers are truly looking for when making a purchase.
According to PwC’s Voice of the Consumer 2025 (Indonesia) report, consumers now have more complex expectations, ranging from pricing and health considerations to convenience and ease of purchase.
6 Ways to Attract Customers
So, how can businesses attract customers and encourage them to buy? Here are six strategies worth implementing.
1. Offer Pricing That Matches the Value
Economic uncertainty has made consumers more selective about spending on food. According to PwC, around 50% of Indonesian consumers are concerned about economic conditions and rising living costs, leading them to buy less and choose more affordable products.
This shift can be seen through behaviors such as:
- Switching to lower-priced products
- Reducing impulse purchases
- Planning daily consumption more carefully
How to attract customers to buy:
- Provide products across different price ranges
- Offer bundle deals or value packages
- Focus on “value for money,” not just low prices
Customers are still willing to spend, as long as they feel the product is worth it.
2. Provide Healthier Product Options
Consumers are becoming increasingly health-conscious. Many now pay closer attention to:
- Ingredients (additives & preservatives)
- Food processing levels
- Nutritional information
In fact:
- 60% of consumers expect healthier products
- 58% want clearer health-related information
How to attract customers through healthier food offerings:
- Use clear and easy-to-understand labels
- Highlight benefits such as “low sugar,” “fresh,” or “no preservatives”
- Educate customers about your healthy products through digital channels
3. Use Eco-Friendly Packaging
Environmental awareness is also growing rapidly in Indonesia:
- 57% of consumers prefer products with eco-friendly packaging
- 71% are willing to pay more to support sustainability
How to make customers more interested in your products:
- Use environmentally friendly packaging
- Clearly communicate your sustainability values
- Avoid inauthentic sustainability claims (greenwashing)
Today, consumers are not only buying products, they are also buying into brand values.
4. Simplify the Purchasing Process
Consumers today care not only about what they buy, but also how they buy it.
Current trends show:
- On-demand grocery services are becoming more popular
- Consumers prefer fast and practical purchasing experiences
How to capture customer attention:
- Offer complete digital payment methods
- Optimize the checkout process to be fast and frictionless
- Provide flexible delivery or pick-up options
The fewer obstacles customers face, the higher the chances they will complete a purchase.
5. Use Personalization (While Maintaining Trust)
Indonesian consumers are becoming more open to technology, including AI-powered personalization.
According to PwC data:
- 61% are interested in personalized workout plans
- 61% are interested in customized diet and nutrition plans
- 60% are interested in meal planning and food recommendations
However, consumers are also concerned about:
- Data security
- Fraud risks
This directly affects how they choose food products. Consumers are no longer simply buying products — they are looking for solutions that fit their lifestyle and personal goals.
How to attract customers in the AI era:
Use customer data to provide relevant promotions or recommendations. For example:
- Low-sugar menus
- High-protein meals
- Specific diet packages tailored to customer preferences
At the same time, businesses must ensure transparency and data security to maintain customer trust.
6. Adjust Your Strategy Based on Generational Preferences
An effective strategy begins with understanding the unique characteristics and needs of each customer segment:
- Gen Z: More price-sensitive and driven by brand values
- Millennials & Gen X: More focused on quality and fresh ingredients
How to attract customers based on your target market:
- Adjust menus, pricing, and communication styles
- Use the right communication channels (e.g., social media for Gen Z)
- Avoid a “one-size-fits-all” approach
Customer Experience Matters Beyond Products and Promotions
Attracting customers is not just about products and marketing campaigns. Seamless transactions also play a major role in shaping the overall customer experience.
During Indonesia’s National Consumer Day 2026, businesses are reminded that success comes not only from offering great products, but also from delivering experiences that are relevant, convenient, and trustworthy at every customer touchpoint.
With integrated payment systems, businesses can minimize friction during the purchasing process and create a smoother experience for customers. DOKU offers a wide range of payment solutions designed to help businesses deliver that convenience.
At the same time, trust remains the foundation of every digital transaction. With more than 17 years of experience in the payment fintech industry, DOKU implements various protection systems to help minimize fraud risks and ensure secure transactions.
