Amazon and other retailer sites are quickly replacing Google as a starting point for product searches. Currently, just 28% of product searches start on Google compared to 34% in 2016. Since consumers are relying more on sites for initial product discovery, retailers should increase investments in content and site features that drive and guide sales.

Brand are overwhelmingly investing in lookbooks, as 69% of brands in L2’s Department Stores Index have adopted the feature. However, adoption is lower for content forms like consumer-facing blogs and product-oriented videos; less than half of brands place them on their sites

L2 research finds that lookbooks and blogs are effective, as they correlate with longer site visits, and boost the average number of pages viewed by 17%.

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