MARKETING MANTRA
THE NEW COMPETITIVE EDGE
Dr. Muneer Muhamed explains why building trust beats boosting visibility
From the Great Global Sale to the Black Friday blitz, the world’s retail markets have moved decisively online – and Sri Lanka is no exception. Over the past few years, accelerated by the COVID-19 pandemic, economic shifts and rapid digital adoption, consumers have grown increasingly comfortable buying everything from electronics to organic produce via online platforms.
But a striking trend has emerged beneath the surge where consumers are no longer endlessly bargain hunting but choosing brands and platforms they trust.
When large language models (LLM) such as ChatGPT whisper suggestions and ads follow one around, trust is the new competitive advantage. Prices can be matched, discounts replicated and logistics outsourced. But trust must be earned patiently, consistently and with genuine intent.
Transparency is the first pillar of trust because people want to know what they’re paying for, when it will arrive and what return policy is in place. Online platforms such as Daraz and Keells have leaned heavily into transparent pricing, clear return policies and realistic delivery timelines.
During the 2022 economic crisis, platforms that clearly communicated stock availability, and anticipated delivery delays and substitutions, were able to make deeper and more meaningful connections with consumers. In moments of crisis, transparency becomes a trust lifeline rather than a mere business practice.
The second pillar is authenticity. As in most parts of the world, Sri Lankans are also increasingly sceptical about ballooned claims.
Authenticity helps brands stand tall. Whether it’s Barefoot maintaining its craft heritage or Spa Ceylon delivering its expertise in Ayurvedic treatments, brands that deliver and stick consistently to their identity earn emotional trust, which no influencer campaign can replicate.
Consumers have grown weary of superficial branding; they prefer businesses that demonstrate who they are, not merely what they sell.
Active brand engagement is the third pillar. Consumers expect brands to interact with them in meaningful ways rather than only send marketing messages or push hard sells.
From hopper deliveries showcasing kitchen prep to PickMe responding in real time to customer issues on social media, engagement is critical to show that brands are humane in a way that builds familiarity and loyalty.
Since word of mouth still carries enormous weight, Sri Lankan businesses can’t ignore engagement to elevate trust at a speed unmatched by traditional advertising.
But perhaps the most critical pillar is consistency: delivering what’s promised. Whether it’s PickMe delivering food within the estimated time, Kapruka ensuring that birthday cakes reach loved ones intact or a local Instagram based clothing store honouring its return policy, consistency converts one-time buyers into lifelong loyalists.
In a market where logistical challenges still exist, the brands that are reliable rise above the clutter.
Customer reviews are next – they can reshape buying behaviour across the board. With digital literacy rising, consumers now rely heavily on reviews before purchasing electronics, home appliances and cosmetics. Daraz and similar platforms actively promote seller ratings and reviews by users who are verified in order to build trust.
Providing value beyond the sale also builds trust. Brands that offer meaningful content beyond simply products enjoy better success.
For instance, The Coconut Tree shares authentic recipe guides and healthnet.lk provides detailed explanations on pharmaceuticals. Both have positioned themselves as being helpful and go beyond mere selling.
Consumers are now demanding data privacy and security. Even in Third World countries, regulations are being framed. As digital fraud and cybercrimes are on the rise, brands must invest in secure payment gateways, robust encryption and stronger data protocols to build competitive advantages over rivals.
Platforms will need to reassure customers about their safety protocols when digitalisation and QR code systems for payments grow.
In Sri Lanka’s fast evolving digital economy, trust is not a soft, fuzzy emotion; it’s a business asset, a differentiator and ultimately, a revenue driver. Without it, customers won’t click ‘Buy Now’ after browsing, become loyalists or rise to become advocates for the brand.
Trust will persuade a buyer to choose a brand over cheaper unknown entities. The same sentiment is the sole reason why some customers stick to a particular app.
As Sri Lanka continues its digital transformation across retail, mobility, healthcare, food delivery and banking, one truth stands tall: the brands that win will be the ones that are trusted, not merely those that are visible. Visibility may result in clicks but confidence secures customers.
And in the long run, trust is the only currency that never devalues – not even in a fluctuating economy.
Trust is the new competitive advantage
