Digital lookbooks and banners are designed to show products in action and stimulate a desire to buy. But they often fall short of achieving these goals. This happens for 2 reasons:
- The content isn’t compelling.
- There’s no easy way to move from interest to purchase.
Interactivity solves both of these problems with traditional digital lookbooks and banners. Let’s explore some of the best practices around creating interactive retail content and look at a few solid examples.
Tell a Story with Your Products
A big part of why most retail sites are so boring is because they’re made up of a bunch of product pages with no context or narrative surrounding them. Product pages aren’t inspiring. They don’t make an impact on the viewer, and they certainly don’t make anyone want to buy your stuff if they’re not already looking for something specific.
Storytelling is the antidote to boring website content. By presenting collections of products in a narrative format, viewers are instantly more engaged. Michael Kors uses storytelling to great effect in their digital lookbooks, like this one they created in Ceros for Spring 2015:
For example, in the above spread, they highlight shoes that will help get you where you’re going on the left, and provide the perfect outfit to wear when you arrive at your relaxing destination. As the viewers, you can imagine yourself in this woman’s shoes. This is the type of audience-character identification that drives sales.
Integrate Detailed Product Information
With a print lookbook, you have limited real estate on each spread, which prohibits including detailed product copy for each item. However, detailed specs are generally what buyers want to see before making a purchase—especially for luxury items that will last awhile.
With an interactive lookbook or banner, it’s easy to integrate detailed product information from your eCommerce platform into your Experience, without detracting from the aesthetic or flow of your content.
For example, retailer Joules provides detailed product information panels in the interactive lookbooks they created in Ceros that include a full description, multiple product views, a sizing guide, and social sharing options.
Make Content Shoppable
With Ceros, you can integrate eCommerce panels into editorial content like online lookbooks and catalogs. If the goal of a lookbook is to inspire shoppers to want to make a purchase, why wouldn’t you want to help them buy an item right from the source of inspiration?
Retailer Monsoon creates rich, beautiful interactive lookbooks that show off their products while also make it super easy to purchase items. You can see in the GIF below how they integrated product panels into their Fall lookbook so that shoppers can add specific items directly to their shopping cart from the experience.