An online retailer called Bluefly created a blog called Flypaper (with comments!). Hmm…sticky name. From USA Today:

The blog “encourages them to visit often to check postings on styles, designers and fashion faux pas,” says Melissa Payner-Gregor, CEO of Bluefly.com. The company’s fashion spotters around the country post items on Flypaper, which launched in April.

Flypaper’s customers typically have relied for fashion news on magazines such as Vogue. Now, they also have the blog as an information source, and the company has an opportunity for an interactive relationship.

It is potentially a lucrative one. A recent study by online market research firm ComScore Networks found that shoppers who visit blogs spend about 6% more than the average online shopper. (Emphasis added)(Source)

The rest of the article is informative, but the highlighted portion is the money quote. If people keep coming back (Does the reason matter?), you’re doing something right.