Everyone agrees that it is important to retain online audiences; with marketing and PR budget spent to get people to a website that acquisition becomes more cost effective each time they return.

For online stores the product range goes some way to acting as sticky content which encourages people to return.

Content, in the form of blogs, video and podcasts, are increasingly being used to encourage repeat visits.

Online store Koodos has chosen to host the Bargainista blog as its sticky content.

Bargainista blog sits on www.koodos.com/blog

Bargainista regularly publishes the best discounts to be found at online fashion stores.

In marketing terms it’s a bold move to promote competitors. Some will say it’s counterproductive to push retail traffic to a competitor but I think it’s a good way for Koodos to encourage repeat visits.

From a branding perspective by mentioning and promoting the deals of other stores, Koodos is telling its customer it is so confident of its own position in the market that it is happy to link to others.

Over time the customer will associate Koodos with bargains, regularly returning to the blog to find new discounts and deals – and by controlling the blog Koodos can use it to market its own store.