The traditional approach to discount-based marketing tends to lose its effectiveness in the competitive retail environment because it destroys brand value and promotes transactions relationships. This paper discusses trust-based marketing as a revolution in marketing practice that disregards price cuts and emphasizes human bonding. It uses empirical studies to study the impact of trust developed using social presence based on transparency, online reviews and human brand approach on consumer loyalty, consumer satisfaction and purchase intentions. The paper compares the drawbacks of discounts with the long-term positive outcomes of a strategy based on trust and gives some practical examples of how retailers can build human relationships. Issues that surround challenges, e.g., privacy concern and trust dynamics in a given market, are also mentioned, which shows the significance of a strategic implementation. It is important to note that trust-based marketing becomes an appropriate model to enable retailers to attain sustainable business growth in the consumer-driven market.

Trust-centered marketing, human connection, retail, consumer trust, loyalty