Neiman Marcus makes lookbooks shoppable

Neiman Marcus is publishing new shoppable lookbooks on its website, using a rich media platform that turns browsers into buyers.

The department store chain has partnered with Zmags Creator to design and publish the lookbooks. Neiman Marcus produces 150 such books annually to showcase designer merchandise on the website.

The challenge had been to overcome the existing website platform and provide shoppers with a more immersive and compelling means to interact with the content. Digital imagery displayed in the new format (vs. the previous grid layout) boosted engagement and sales.

The new look uses a large hero image followed by up to seven pages, all containing buttons that let shoppers click to buy directly from the page.

Using Creator, Neiman Marcus launched five lookbooks in the first six weeks and then rapidly added another 45 lookbooks for a total of 50 in just 12 weeks. In just one seven-week period, Creator lookbooks saw 3 million page views and 10 percent of those converted from browsers to buyers.

Retailers are increasingly deploying visual media to engage and convert shoppers, and posted positive early results. Neiman Marcus has also been testing mobile visual search to make it easier for shoppers to find products on its website.

For more:
-See this Zmags report
-See this Internet Retailer story

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