"Imprinting"™

A phenomena occurs within the animal kingdom which applies to the behavior of consumers and their favorite retail brands. In the animal world "imprinting" occurs when baby ducklings instinctively follow their mother immediately after they are hatched. They follow right behind her in single file, not losing their place in line (ducks in a row.). What has occurred is the mother duck imprints upon the duckling right after they are hatched, being present at a very impressionable, critical time. The same holds true for retail customers who, when provided superior customer service at a critical time when there is a clear and pressing need, will develop a bond and relationship with a store associate or a retail brand that often lasts a very long time. For example, when a young couple is shopping for an engagement ring, this event often marks one of the most important and expensive purchases they will make in their new life together. However the reality is most newlyweds know very little about the technical aspects of buying diamonds. They ultimately rely on their trust in a retailer or the associate representing the retail brand. When the diamond associate fulfills their role in a professional manner by providing technical details such as cut, clarity, color, carat weight, as well as understanding the purchasing predicament of this young couple, it is quite likely this experience will have a lasting impact on many future purchasing events such as birthdays, anniversaries, and the holidays. When a retailer takes the time to "imprint" their customers by providing a needed role at a very impressionable time, the result will often be a longtime sometimes lifetime relationship with that customer.