Get new clients, keep them and increase their buying frequency.

This is the dream of any marketer and his worst nightmare as well (regardless the media they use).
Recently, a French survey* ran by Init and Thierry Spencer showed how little clients (at least in france) are loyal to Brands:

For supermarkets, 17% of respondents said they were less loyal to it than before. Brands are even in a worst shape when only 15% of respondents claim to be “totally” loyal to their Brands, when 21% of respondents conceded being less loyal than before.

In this nightmarish situation, Fnac.com and Brandalley came with a very good and aggressive campaign:

The first launched a loyalty program for people ordering at least once a week (regardless the amount of money spent), this card (called ONE) is different from the “regular” Fnac program since it grants access to a dedicated hotline and support desk, a dedicated queue and a dedicated welcome desk in shops.
Target here is obviously to push people in buying more often.

The latest made a “pay what you want” campaign, for several days in a row on a selection of products (10 000 products). Result was over 450 000 web visits the first day and 5 000 new clients on this campaign (each costing only 12€ to BrandAlley).

These two examples of marketing strategy shows how aggressive Brands are getting in getting new clients and trying to get the most ROI on them as possible.

*Survey can be seen here (in french)