I really like how the LookBook is viewed as a way of "increasing customer happiness." You're essentially helping the customer validate how great they feel about themselves for doing business with you, which I would expect goes a long way to keep them around as a customer.
Yes, exactly. It's one of the best ways we've found to differentiate ourselves in the wedding space — I'm really dedicated to being personal and real with our vendors, and promoting them as much as possible (like the lookbook, the blog is also primarily a promote-good-feelings-for-vendors tool). It just makes sense, since it more than pays off for our company and our bottom line in the long run.
