What is a Lookbook? The Complete Guide for Modern Retail
Engage and convert your retail customers with customized and clickable content.
What if your store's best salesperson could reach your customers long after they've left? You know the feeling: a customer loves an item but says, "I'll think about it," and walks out. The connection is lost, and a potential sale vanishes. In today's competitive landscape, engaging customers beyond the four walls of your store isn't just a nice-to-have; it's the secret sauce for survival and growth.
This is where the power of a modern retail lookbook comes in. But this isn't your grandmother's fashion catalog. In this guide, we’ll break down exactly what a lookbook is (and isn't), why the one-word vs. two-word debate matters, and how you can create a lookbook that not only engages customers but converts them. Let's dive into one of our favorite tools for personalized commerce: Lookbooks.
So, What is a Lookbook, Really?
You’ve definitely heard the term, but the lookbook meaning has evolved significantly. To truly understand its power, we have to look at where it came from.
Originally, a lookbook in fashion was a physical book or a simple PDF, a curated collection of photographs showcasing a designer's new line. Its primary purpose was artistic: to convey a mood, a vision, and an aesthetic. It was more about brand storytelling than direct selling.
Today, the lookbook definition has expanded. While the artistic element remains, the modern lookbook, especially in retail, is a dynamic, digital, and shoppable marketing tool. Think of it as a customized online boutique curated for an individual or a specific group of customers. It can be accessed via a unique URL, and most importantly, it's clickable. This means customers can instantly shop for products that catch their eye, bridging the gap between inspiration and purchase.
Lookbook or Look Book: Which is Correct?
Let's clear up a common point of confusion right away. Is it lookbook or look book?
While you might see "look book" (two words) used occasionally, especially in older contexts, the modern, standard industry term is "lookbook" (one word). This is particularly true in the digital, marketing, and e-commerce worlds. So if you're talking about a shoppable, digital collection, sticking with "lookbook" is your best bet. Answering this simple question correctly shows you understand the landscape.
The Tangible Benefits of Using Shoppable Lookbooks
Now, let's unpack why you and your store teams should be using shoppable lookbooks to personalize the customer experience and, of course, drive revenue.
Turn Associate Downtime into Selling Time
The harsh reality of brick-and-mortar is that there aren't always customers in the store. But what if that downtime could become productive selling time? Instead of having associates straighten the backstock for the fourth time, empower them to remotely market your business. With virtual selling tools like lookbooks, your team can actively engage customers, drive sales, and earn commission, all from the store floor. It's a win-win-win.
Build Deeper Customer Relationships
Despite the convenience of online shopping, nothing beats a personal touch. Lookbooks are a perfect tool for relationship-based selling and modern clienteling. Sending a customer a curated collection based on their past purchases or style preferences shows you were listening. This personalized content nurtures the relationship, builds incredible customer loyalty, and makes your customers feel truly seen.
Unlock Actionable Customer Data
When you use a platform like Endear to send lookbooks, you're not just sending a pretty email; you're gathering priceless data. You can track open rates, click-through rates, and most importantly, sales attribution. This data tells you exactly which products and messages resonate with which customers. This information feeds directly into your retail CRM, helping you build richer customer profiles and refine your entire retail strategy.
Create a Powerful New Revenue Stream
Finally, let's talk about the bottom line. Lookbooks aren't just fun to look at, they generate revenue. They allow you to:
- Engage loyal customers between store visits.
- Win back lapsed customers with hyper-personalized suggestions.
- Solidify your relationship with new customers, increasing their purchase frequency and average spend.
- Showing the right products to the right customers at the right time is the key to modern retail, and Lookbooks deliver that experience perfectly.
How to Make a Lookbook in 5 Simple Steps
Convinced you need to start using lookbooks? Great. The good news is, it's easier than you think. Here’s a simple framework for how to create a lookbook that gets results.
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Examples of Lookbooks in Action
Theory is great, but what does this look like in the real world? Here are a few examples of lookbooks driving real results for brands.
1. The Virtual Styling Session: Rhone
When the pandemic disrupted in-person shopping, premium athletic wear brand Rhone launched a virtual concierge program using Endear. Sales associates used Lookbooks to create shoppable follow-ups after one-on-one virtual styling sessions. Imagine receiving a personalized lookbook featuring the exact items you discussed, all ready to be added to your cart. This is how Rhone continued to serve customers brilliantly, even remotely.
2. The In-Store to Online Bridge: Margaux
DTC shoe brand Margaux empowers its team to use Lookbooks to follow up with clients after an in-store fitting. If a customer tried on several pairs but wasn't ready to buy, the associate could send a lookbook with those exact styles. This tactic not only provided remarkable customer support but also allowed store associates to directly contribute to online sales.
3. The Pop-Up Follow-Up: ettitude
For sustainable lifestyle brand ettitude, lookbooks were a game-changer for their pop-up shop. Tourists and day shoppers who didn't want to carry purchases could receive a lookbook reminding them of the products that caught their eye. This simple follow-up made it easy for them to buy later, significantly boosting customer retention and turning a fleeting visit into a lasting relationship.
The Future of Retail is Personalized and Shoppable
Lookbooks have come a long way from their static, print-based origins. Today, they are one of the most powerful tools in a retailer’s arsenal for creating personalized, engaging, and high-converting shopping experiences that build relationships and drive revenue.
It’s easier than you think to start building engaging, clickable content to wow your customers. For more information about Endear Lookbooks and transforming your remote shopping experience, explore our solution here.