lawn care

Caring for your lawn on LOOKB4

By Anthony, LOOKB4 Founder

What is your go-to social post? Even if you don’t put anything up regularly, I bet there is something that you must post every time the opportunity arises. 

Maybe it’s checking in at the Qantas International Business Lounge or posting ‘Happy Fri-Yay!’ with an image of a perfect Negroni on your garden table. Perhaps you are like my good friend Sarah… I think I’ve seen around 30 photos of her feet with background beach views.

I have been guilty of all the above at times but not anymore as I have discovered my new social post obsession… Lawn P*rn. 

Yep, it’s actually a thing and I am not alone in my love of green grass. Thousands of manicured lawn images are posted every day. Gorgeous green lawns are no longer the preserve of golf clubs and country estates. With the right equipment and some insider knowledge, anyone can have a lawn that will make their neighbours green with envy.

So, what’s the secret? Is it all about water, fertiliser, and lost weekends?

No, it’s actually quite simple. The key to a beautiful lawn is regularity. Dedicate some time each week to your lawn and you will be rewarded with a space that you can be proud of.

If you are new to the world of Lawn P*rn, here are a few tips to get you started:

1. Mow regularly

This may seem obvious but it’s important to mow your lawn on a regular basis. How often you need to mow will depend on the time of year and the type of grass you have. For example, Kikuyu will need to be mowed every 7 to 10 days in summer and every 2 to 5 weeks in winter. Buffalo grows faster so it will need attention every 5 to 7 days in summer and every 2 weeks in winter. For all grasses though, the rule of thumb in the warmer months is to trim a little and trim regularly.

2. Keep your mower blades sharp

If you want a clean cut and a healthy lawn, it’s important to keep your mower blades sharp. Dull blades will tear the grass rather than cutting it cleanly, which can damage the grass and make it more susceptible to disease. 

3. Water deeply but infrequently

Watering deeply but infrequently is the key to a healthy lawn. How often you need to water will depend on the weather and the type of grass you have. In general, grasses should be watered once or twice a week, depending on conditions. 

4. Fertilise regularly

Fertilising your lawn will give it the nutrients it needs to stay healthy and green. How often you need to fertilise will depend on the type of grass you have. In general, warm-season grasses should be fertilised every 6-8 weeks while cool-season grasses should be fertilised every 8-10 weeks.

5. Aerate the lawn

Aerating your lawn will help to improve drainage and reduce compaction. It’s a good idea to aerate your lawn once or twice a year, depending on the amount of traffic it gets. 

6. Control weeds

Weeds are the enemy of a beautiful lawn so it’s important to control them. The best way to do this is to keep your lawn well-trimmed all year round. If they start to take over, because you have dropped the ball with your mowing routine, you will have to pull them up by hand or use a herbicide that is safe for grasses.

7. Be patient

A beautiful lawn doesn’t happen overnight – it takes time, effort, and patience. So stick to your routine and you will eventually be rewarded with a lawn that you can be proud of.

If you are looking at ways to take some of the hard work out of lawn care and get perfect golf course style lawns, you can do what I did and get a Robot Mower. From small gardens to acreage, these automated helpers can do it all for you without raising a sweat. Best of all they work silently and go night and day so that your lawn is always in tip top condition.

Check out 50+ Robot Mowers on LOOKB4. Compare features and prices direct from retailers before speaking to other Lawn Lovers and getting your questions answered.

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How to choose the right Stand Up Paddleboard (SUP) for you

By Fraser, LOOKB4 Advocate

When I bought my first SUP, LOOKB4 didn’t exist, so I did what everyone does…

I started off by finding the cheapest option. Then I looked into what the difference was between that and a more expensive model. Then I started to search for writeups and reviews, which were hard to find from anyone except manufacturers.

Ultimately, I went to many different shops, eventually being upsold and buying a SUP three times more expensive than the one I had started out looking at.

Now, this wasn’t a disaster… I got a great SUP first time round, but it was luck more than judgment. It was a much faster process when I bought my second SUP, but I didn’t like it as much in the end.

I’ve learnt a lot from these two buying experiences, and I wanted to share some tips so you don’t have to make the same mistakes.

I was not a competent SUPer – if that’s the right word? I fell off a lot… but enjoyed it. Because of that though, I wanted something stable more than I wanted something fast.

Rigid or inflatable?

The first choice to make is inflatable or rigid. Basically, you want to consider a rigid SUP if: you are a surfer, you are looking to surf or race a SUP, and you have plenty of storage space. Otherwise; if you’re looking for comfort, stability, easy storage or portability; get an inflatable.

I went with the latter: inflatable. They also come in several different shapes, but for general use, a rounder nose is fine. The pointier the nose, the faster it is through the water (but also harder to steer).

Price points?

Inflatable SUPs start at around $400 and go up to around $2,000. The main differences you’re paying for are in durability and load capacity. The expensive SUPs have heat-welded joints with thicker skins made of better materials. This means two things. Firstly, they’re less likely to puncture; secondly, they can be inflated to a higher PSI and hold more air. This second point is really important…

What about load capacity?

The litres of air a SUP can hold is directly proportional to the load it can carry, at a factor of 2 to 1. If a SUP can take 300 litres of air, it can carry a load of up to 150 kilograms. I’m not a small man at around 110kgs, so I wanted something that I felt could easily take my weight. And maybe another person at the same time.

The SUP I bought first time round was an NSP Allrounder F5. It can take 305 litres of air, pumped up to 18PSI. It’s 10 feet 6 inches long and came with a decent pump, good carry bag and carbon fiber paddle – which is rare.

It was around $1,300, which was a lot more than I planned to spend, but in hindsight it was worth every penny.

Any surprises found after use?

There are a few key things that make this SUP so good, and I was only aware of some of them (like its quality construction) at the time of purchase. It’s nice to be surprised in a good way after an expensive purchase, isn’t it?

  1. The fin is detachable. The steering fin on the bottom comes off, very easily. This means you can have multiple fins for different conditions and, when you pump it up, it sits easily on the ground until you flip it over and click in the fin.
  2. The ankle tie is elasticated. While it’s still long, it sits out of the way and doesn’t drag in the water, get caught on things, or make you trip over it.

The NSP is very deep, so it does sit quite high in the water, but it’s still very stable and very comfortable. My wife and I have been on it together, at a total of 180kgs, and it was fine.

It takes about 15 minutes to pump up by hand, which is quite hard work on your own, but you can always cheat and get an electric pump for around $100 to $150.

In short, I’ve never had an issue or complaint with this SUP.

What about the other SUP?

The second SUP I bought was a RED. The main reason for this was their reputation. When I bought the NSP, the shop also sold REDs but they were too expensive. They’re also the brand most good watersports venues hire out.

I didn’t really look into them that much… I thought, if they were better than what I had, and what I had was great, it was a no brainer. Not so much.

Firstly, the RED SUP has fixed dual fins. I thought dual fins would help it track better, and they do a bit.

My RED is shallower than the NSP, so it’s good in shallow water and reeds (lakes etc.), but it’s a big pain in another way…

Any worrying discoveries?

As with the NSP, the port to pump it up is on the top (but, as mentioned, the fins aren’t detachable), so you have to lie the RED on its fins to pump it up. By the time you’ve finished, they’ve gone out of shape!

The first time it happened I freaked out, but some quick Googling taught me this is OK; I just need to pour boiling water on them and reshape them each time… It works, but compared to the detachable fin on the NSP, it’s rubbish.

The ankle leash on the RED is also not elasticated. It’s very long, drags in the water, gets in the way, and really just screams lazy design. Not a fan.

What you do get with the RED is a dual chamber pump compared to the single chamber pump of the NSP. It’s much better and faster to inflate.

Did it meet your needs?

The RED is 10 foot 8 inches and takes 297 litres of air, so it has a larger surface area with slightly less air. This means it sits a bit lower in the water, which makes it feel slightly more stable, and maybe slightly quicker, but both gains are really negligible; and no one buys an inflatable SUP to race.

It comes in a better bag that has wheels as well as carry straps, which would make it better for holidays, but the bag and pump being of better quality is offset by a really cheap paddle.

The carbon fiber paddle on the NSP is exceptional. The plastic RED paddle is so bad you need to replace it. It literally rattles. So while the RED wins on bag and pump, are these the things you want to prioritise? They aren’t for me. Having the superior paddle and fin on the NSP far outweighs what the RED has to offer me.

Storage tips?

I leave both SUPs fully inflated in the garage most of the time as I now live near the water. You need to give them a quick air top up once a month, but you’re all set after only a minute or so of pumping.

They’re quick to deflate, and both are easy enough to carry as backpacks. If you were going for a short holiday, you could easily pack your travel stuff around the SUPs and take them as your travel bags.

Final verdict?

I hope this helps. Both are good SUPs, but for me, the lesser-known underdog NSP has it.

If I’d been able to speak to people on LOOKB4 about their firsthand experiences with various SUPs first, I think I would have bought two NSPs and avoided any post-purchase regrets.

That’s where I think this app will really help. For me, it’s not so much about stopping people making a bad purchase as much as it is helping them find their ideal product fit. Something that will bring hours of joy on the water hopefully for years to come.

Maybe I’ll see you in an Advocate call soon!

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What shoppers want

What women shoppers want

Back in 2000 Mel Gibson assumed the persona of Nick Marshall – a cocky, chauvinistic advertising executive who acquires the ability to hear what women are thinking. Nick, as you would imagine, gains these magical abilities after zapping himself with a hairdryer in a bath and hitting his head… By the end of the movie, he has not only realised that his assumptions of what women want were seriously flawed but also that his clever sales spin and advertising was no longer resonating with customers.


This movie came out more than 22 years ago and, as cheesy as it is, holds some home truths for brands and retailers today.

Today’s customers are savvy. They have access to a huge amount of product information online and often know more about a product than their salesperson, IF they shop in person that is. They don’t need a walking brochure spewing specifications and statistics at them about a product they have already researched. They need understanding, guidance and answers about everyday life with the product(s) in question.

This should be a pretty simple course correction for a good salesperson, right? Listen to customers’ questions, answer them honestly, don’t try to upsell them, allow them to get all the information they need to buy with confidence, and in doing so create real brand advocates out of them… yep, sounds simple!

Unfortunately, retailers maintain a remuneration system where it is not that simple for the salesperson. Bonuses and commissions are based on hitting sales targets, encouraging salespeople to sell, sell, sell! Sales staff are rewarded for moving items that are about to be superseded, upselling to more expensive gear and adding value (i.e. cost) to sales wherever possible. Add to this the fact that many retailers have cut back on staff in recent years, so there are fewer people around to even do the job, and you can see how this creates a perfect storm for a customer experience disaster.

The result is that customers are left feeling frustrated, angry and unheard.

That is why we created LOOKB4. As customers ourselves, we were fed up with the pushy sales approach. We wanted to get our questions answered from real product users – not from people who are incentivised to upsell and ‘move’ superseded stock. We knew there was a better way and, without Nick Marshall’s mind reading abilities, we found out what customers were thinking the old-fashioned way… we asked them questions.

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It sucks to be you… the rise of the robot vacuum

By Anthony Dean, Founder

What excites you about home automation?

I saw this YouTube video the other day where a guy was speaking about all the exciting new tech now available for our homes. A fridge with a screen on the front, so you don’t have to open the door to see if you are out of milk. A doorbell camera to see, from your phone, when a package is dropped off or know who is at your door when you are on the toilet. Voice control routines that lower the blinds, turn up the aircon, and turn on the lights. Smart homes for smart people the guy said at the end of the video… hmm? 

For me, it isn’t about being able to lower my blinds with a voice command or watch my front door from the throne. What I think is really exciting are the advances that lessen the mundane tasks or give me back time on my weekends.

I don’t know about you but I hate vacuuming, it sucks (pun intended)! It is one of those necessary evils that just has to be done. Normally, in my house, it is done on the weekend, when the sun is shining, the beer gardens are calling or the footy is just about to come on… I’m not the only one who hates it, my dog Roxy can’t stand it when the noisy old vacuum is dragged out.

But now there are rather advanced robotic vacuums that can do it all for you! Silently cruising around the floor and even getting under the bed, all without disturbing Roxy. These little machines have come a long way in a short amount of time and they just keep getting better and better.

The first generation of robot vacuums were pretty basic. They would move around randomly, bumping into furniture and walls, until they eventually covered the entire floor area. While this was helpful, it wasn’t exactly efficient.

The next generation addressed this issue by adding sensors that allowed them to map out the room and plan more efficient cleaning paths. Some even had special modes for cleaning under furniture and along walls.

The latest generation of robot vacuums are taking things even further, with features like self-emptying dustbins, mopping capabilities, and advanced navigation systems that allow them to clean multiple rooms without getting lost.

These advancements however have also meant that the typical price tag for these little helpers has ticked over from the high hundreds into the thousands. I had a look at one the other day, which seemed to do everything that I wanted and then some; but at close to $3,000, it’s not a decision I’m going to make until I have the answers to all of my specific questions!

Are they really worth the money? How much should I spend? Do I need to get more than one if I have a big house of more than one level? Are there features I need to have and others that I can do without? Fortunately, LOOKB4 can help me get the answers to all of my questions by connecting me with real people who own and use the products I’m looking at. People who aren’t selling, just happy to chat.

Check out the current product range on LOOKB4 to see all the robotic vacuums available now and click on Talk to an Advocate when you’re ready to learn more. You’ll then be connected to a fellow LOOKB4 user for a helpful one-on-one video call to have all of your own questions answered!

If we shoppers stick together, I know we can survive and thrive in the robot age!

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Car, bus, bike… or something else?

By Anthony Dean, Founder

It was February 2020 and my wife and I were flying back from a business trip to London. The check-in queues at Heathrow were long and meandering but nothing we weren’t used to. Shuffling our way through the jam-packed departure hall, I commented on the amount of people wearing face masks. It was something I had seen regularly when travelling through Asia during the height of the SARS outbreak but not usually, or ever, in London.

Fast forward to 2022 and frequent business travel feels like a lifetime ago. Our main focus now is simply getting around Sydney, to and from the office in particular, which now comes with some extra considerations than we would have had in early 2020.

Option 1: Car

We sold our second car, my work car, during the first lot of pandemic lockdowns because we didn’t need it. Honestly, I am OK with only having one car in the family. We rarely need to head in completely different directions and, when we do, we grab a GoGet or use an Uber. We find this is a much cheaper option than maintaining a second car, especially when the cost of fuel is so high.

It’s unfortunate that a second car is so cost-prohibitive for my daily commute as you really can’t beat the convenience. I live about 15km from work and, on a good day with no traffic, the drive takes me just over half an hour. On the other hand, from an environmental standpoint, good riddance!

Option 2: Public transport

Years ago, before I had work sponsored parking, I would catch buses to work every day. That was great because they dropped me right outside my office building, but the downside was they could be quite unreliable when there was bad weather or traffic. I don’t mind getting caught in the rain or cold but, during a pandemic, I am not sure if public transport is the best option for me, especially when you factor in things like social distancing.

Additionally, I’d now need to get two buses or a bus and a train to get to the office which means the chance of delays or disruptions are effectively doubled. The journey time is also close to an hour which, when you factor in things like wait times for buses/trains, can easily become longer.

Option 3: Bike

Sydney doesn’t have a lot of hills, right? This is what I thought before attempting the ride into the office. Admittedly the hills aren’t huge, and I made it in without any major issues, however, I think I’d need to find an office with better End Of Trip facilities to continue with this option. For the sake of my coworkers if nothing else!

Like many people these days, I am trying to be more conscious of my carbon footprint so I do like the idea of getting to work using ‘pedal power’. It also gives me the flexibility and convenience I enjoyed when driving into the office; without the parking issues and cost to boot. A bit of exercise and fresh air are always good, plus it only takes me 30-35 minutes from door to door. In fine weather, apart from the hills, it’s a no-brainer for me… Bike wins! Except…

Option 3b: E-bike with hill climb assistance

What if I could get all of the good bits of Option 3 without the hill climb pain and sweaty armpits? An e-bike is now a real option for me as more brands and models pop up online and in stores. With e-bike sales increasing by over 400% in the past year, it’s safe to say I’m not the only genius who has had this idea!

The only barrier standing in my way really is my total lack of knowledge and experience with e-bikes that, you know, makes me a little nervous about dropping a couple of thousand dollars while online shopping – completely sober at that! I mean we’re not talking about 80s Airstream Campers here…

Luckily though, I do know a place where I can find real e-bike users to help answer my questions via one-on-one video calls. A place where I can have a real conversation answering my specific questions with someone who isn’t selling anything.

With an extensive range of e-bikes already listed on LOOKB4, I can create my shortlist, speak directly to riders of each make/model and get my questions answered. And so can you!

LOOKB4 is available now

Check out our website or download the app via the App Store or Google Play.


Meet the team: Jacob Henwood

What’s a typical day for you at LOOKB4?

As Head of Technology, I oversee the development of the LOOKB4 app. I’m responsible for the product roadmap and ensuring the team is aligned on what we’re building right now and why. Everything I do involves looking to the horizon to make sure that we have the right foundational pieces in place for where we plan on going.

A typical day can involve: testing new features, liaising with the dev team, application design, research, development, advising the team on technology or feature ideas, copywriting, and a host of other things. In typical startup fashion, sometimes it’s “all hands on deck” and I find myself doing something completely different!

Describe your career journey to this point.

I’ve been working in tech since I was in high school when I took freelance work for everything from installing printers to legacy migrations. I spent years in development and data before getting heavily involved in e-commerce backends. Eventually, I made the move to retail and hospitality data, as well as enterprise application management, but I could always hear development calling me back.

My journey through the technology and e-commerce landscape has meant I’ve worked with a lot of nooks and crannies that are often overlooked. I have a holistic perspective on where we are and where we’re going, which I hope will make a big difference to LOOKB4’s growth.

Favourite purchase and/or biggest purchase regret?

My very favourite purchase is my genuine 1993 Sega Astro City 2 arcade cabinet with a Street Fighter III: 2nd Impact CPS-3 arcade board. Unfortunately, it also started out as my biggest purchase regret.

I wish I had known more about arcade cabinets at the time I bought it. I paid too much for it, especially considering its condition. There were a lot of things wrong with it, but I turned my lemon into lemonade and made a hobby out of it. Now it is a one-of-kind modified arcade cab that lets me play my favourite classics with a lot of modern conveniences.

While I love it, there are still some things about it I can’t fix. This could easily have been avoided if I knew more at the time.

How did you come to be a part of the LOOKB4 team and what inspired you to join?

From the moment I first heard about LOOKB4 I was enthralled. After only a brief explanation, I think I may have frightened one of the founders with the number of technical questions they woke up to the next day. I have for a long time felt there was something missing in the market. Something more transparent that gives back to users. I think that LOOKB4 is that something.

The thing I was most drawn to is easily the passion that the founders have for what users are going to get out of LOOKB4. Working in a team that wants to move away from traditional solutions and just providing a service, towards improving the experience of e-commerce for millions of shoppers worldwide while sticking to our shopper-first values including independence from brands, is something I’m really excited to be a part of. 

What is your superpower?

I can see around corners. Literally. OK, not really. My strengths are in anticipation and preparedness. It’s one thing to look forward and plan for the path you’ve chosen, but it’s another thing entirely to be able to imagine and plan for the obstacles and detours that lie on that path. We’ve been able to move quickly on new paths and ideas without hesitation because the framework we’ve built is already there to support it.

What products are you most looking forward to booking an Advocate call about?

Right now, at this very moment, it would be a coffee machine. That might be because I’ve only had one so far today! I might feel differently this afternoon.

There are lots of things that my wife and I are excited to start looking at. For a start, we‘ve decided there is definitely going to be a recreational kayak in our future.

And the Jetsons fan deep inside really wants a vacuum robot, but the Terminator fan in me has a lot of questions!

What’s your big vision for LOOKB4?

I can clearly see LOOKB4 supporting users and businesses across retail, commercial, wholesale, and service delivery with a variety of tools and platforms. I can’t wait to see it come to life!

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Purchase regret: the quiet killer of brand loyalty

By Anthony Dean, Founder

Bask in the warm glow of what we thought we had bought!

About 5 years ago, over a few cups of intelligence juice, myself and my mate Steve decided to buy a 1980s Airstream Camper, online and completely sight unseen. At the time it seemed like the bargain of the century and a shrewd investment we would tell stories of for years to come.

The next day, with somewhat clearer heads, we started to question our late-night investment… Is it a good investment? How much work will it take to get on the road? How much will it cost to run? How does one return an 80s Airstream if they don’t like it? These were just some of the questions that went unanswered as we read through the PayPal terms and conditions.

What myself and Steve were suffering from is called post-purchase regret. Yep, purchase regret is a real thing, and it happens to just about everyone.

So, what is purchase regret?

You know those moments when you buy something and then, a few days later, you wish you hadn’t? You might have even thought to yourself, “I really should have thought about this more…” Well, that’s purchase regret. And according to a study by the University of Minnesota, it’s one of the main reasons why shoppers stop being loyal to brands.

That doesn’t sound fair, does it? You do the research, you decide what to buy, you make the purchase, and then you blame the brand for your poor choice. Sure, when it’s put like that, the brand seems as innocent as a big-eyed kitten. However, the way we perceive products and decide if they are right for us is heavily influenced by how the brand is marketed and advertised.

The effect on brands

Purchase regret is a powerful force. It can undermine brand loyalty and erode customer trust. In some cases, if it happens on a large enough scale, it can even start a downward spiral that leads to the brand’s demise. Of course, purchase regret is not always a death sentence for a brand, but every company would rather put energy into growing market share than putting out fires. After all, it’s much easier to keep a customer than to win back a lost one.

Customers are looking for truth and authenticity when dealing with brands. They want to be assured that they are making the right decision when they press the ‘buy’ button. If they think they have been misled, the push-back will be fast, furious and targeted.

How to avoid making a purchase mistake

The first step is to be wary of anything that’s too good to be true. If an 80s Airstream seems like the bargain of the century, perhaps some questions need to be asked before proceeding to the checkout. Step number two is to take your time. Don’t make impulsive decisions – take some time to think about whether or not you really need the item or if you’ll regret buying it later. And finally, ask someone impartial who has used the product and get your questions answered, honestly.

This last step is something that we have been working on at LOOKB4 for the past couple of years. We have created an app that connects you directly with a user of the exact brand and model of product you are looking at. They are not a salesperson and aren’t rewarded if you make a purchase – so there’s no incentive at all for them to push you.

In fact, they are not associated with the brand at all, they are just a fellow shopper who is a little further along the purchase journey and might be able to help you with the info you need.

No pressure, no salespeople, no cost… Check out our website or download the app by searching for LOOKB4 in the App Store and on Google Play.

Wouldn’t if be great if we could all make better purchase decisions, ones that don’t involve late night drinks and 80s Airstream Campers…

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What do we do when influencers stop influencing?

By Anthony Dean, Founder

If you’re like me, you probably follow at least a few social media influencers. You know, those people with lots of followers who seem to always have the perfect life and the best fashion sense? I used to be really into following them, but lately I’ve been feeling kind of… meh about it all. It seems like the more popular an influencer gets, the less authentic their posts become. And that’s not what I signed up for! So, what do we do when the people we are following stop influencing us? Let’s explore that together.

What is an ‘influencer’ and why do they matter in the first place?

In today’s social media-driven world, the word ‘influencer’ is thrown around a lot. But what exactly is an influencer? An influencer is simply someone who has the power to influence the buying decisions of others. While this may sound like a very broad definition, influencers usually fall into one of two categories: 1) those with a large number of followers and 2) those who are popular within a specific niche.

Brands often work with influencers because they know that their endorsement will lead to more sales. After all, if someone with a large following says they like a product, their followers are likely to trust their opinion and buy more of that product. Similarly, people who are popular within a specific niche are often considered trendsetters. Their followers trust their opinion and look to them to see what products are ‘on trend’. As you can see, influencers matter because they have the power to Influence the buying decisions of others.

How have social media platforms amplified their impact?

Before the age of social media, ‘influencer’ status was limited to celebrities and a handful of popular personalities. But with the rise of platforms like Instagram, YouTube and TikTok, anyone with a large following can have a major impact on brands and products. These influencers have the ability to reach a wide audience with their posts and stories, and their fans are often highly engaged.

This means that when an influencer promotes a product, it can quickly become popular with their followers. And since social media is all about being cool and current, brands are often keen to partner with influencers in order to get their products in front of the right people. So it’s no surprise that influencers have become some of the most powerful players in the world of online marketing and retail. Thanks to social media, their reach can be far greater than that of other marketing channels.

Why are influencers losing their influence?

Influencers have been losing their influence lately for a number of reasons. First, paid promotions are becoming more and more common, which makes it difficult for people to trust that the influencer is being genuine about their product recommendations. Generally speaking, followers can now clearly see when a post is ‘sponsored content’.

Second, many influencers seem to be doing it for the wrong reasons – they’re seemingly more focused on building their profile and fame, making money and getting free stuff than on actually helping their followers. On the more extreme side, recent exposés have shown that influencers are not always diligent in deciding what to promote or protective of their reputations the way traditional media have been. In a hilariously sad example, influencers were persuaded to promote a hypothetical beverage containing cyanide among a list of other “organic ingredients” they were super excited about!

And finally, a lot of the content that influencers produce is simply fake – it’s highly edited and often doesn’t match up with reality. As a result, people are starting to tune out influencers and instead seek out advice from friends, family, and other trusted sources. Like they always did.

How is online retail changing?

It’s no secret that social media influencers have a lot of influence – after all, that’s why they’re called ‘influencers’. The problem that brands are experiencing is that connecting with an influencer who is outed as being fake, misleading or inauthentic can drive a wedge between them and their potential customers and stop them from ever returning to the brand.

So why do brands hook up with these inauthentic influencers in the fist place? Most of the time they don’t… the influencer starts by providing authentic advice, grows their followers and is seduced by the dollars available to promote new products. If one or more of the products, or the way they are portrayed, don’t live up to the customers’ expectations, the backlash can be massive.

As a result, brands are increasingly looking for ways to market without using paid influencers. One approach is to focus on micro-influencers, who tend to have smaller but more engaged followings. Another is to use user-generated content, which can be more genuine and relatable than paid promotions. Whatever approach a brand chooses, the goal is the same: to connect with consumers in a way that feels authentic and genuine.

Is there a better way to let shoppers know the truth about a brand’s products?

When you’re considering a new purchase, it can be helpful to connect with someone who is already using the same product. They can answer any questions you have and give you a real review of how the product performs on an unscripted, one-to-one basis. Even better, connecting with someone one-on-one can help you get a feel for whether the product is right for you.

But how do you find someone who owns and uses the exact brand and model of product you are looking at?

This is where LOOKB4 can help. We connect you with a real product user for a one-on-one video call so that you can ask then all of the questions that matter to you before making a purchase – or avoiding one!

 No salespeople, no pressure. And definitely no paid influencers… Real reviews, honestly.

 Check out for more info or search for LOOKB4 in the app stores!

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LOOKB4 is live on the App Store and Google Play


It’s a huge day at LOOKB4 HQ as we announce the launch of our mobile app for iOS and Android!

We’ve gone live with a focus on paddle sports, which is a community close to our hearts and an ideal beachhead 😅 market for us! So if you’re in the market for a new surfski, stand up paddle board, kayak or canoe – well, we’re ready for you!


How to shop with confidence on LOOKB4

Lookers (shoppers) can now find and compare products on the LOOKB4 app, book one-on-one Advocate video calls and earn reward points along the way.

And, of course, if your Advocate calls help you make a final decision – you can also buy directly from product stockists via the LOOKB4 app.

This is a whole new way to shop online for bigger-ticket items, where orders start with trusted conversations between real people with shared passions.

On the other hand, if LOOKB4 helps you avoid a purchase that was never going to be right for you – that’s also ‘job done’ in our books!

As we grow, we’ll be progressively unlocking more products and categories every week.

The focus will remain on bigger-ticket items for which written reviews, Star Ratings and unboxing videos just aren’t enough to shop online with real confidence.

What’s missing?

The ability to speak one-on-one with a regular user of the product you’re looking at! Someone who isn’t selling.

That’s the LOOKB4 difference.


How to help others shop with confidence on LOOKB4

On the flipside, passionate product owners/users can nominate the product(s) they can speak honestly about from real experience.

We want to ensure call requests are fulfilled quickly for Lookers, so – as of this month – we are kicking off a major Advocate recruitment drive.

Be sure to join us and help spread the word through your communities so that everyone knows a better way has arrived.

Advocates earn reward points for useful contributions to the community like taking calls, adding product use photos or videos and introducing friends to LOOKB4 (everything except making a sale). There’s no incentive for Advocates to talk up a product or encourage Lookers to buy – ever. This is a central point of difference and why we think LOOKB4 will become a leading source of trusted, peer-to-peer advice.

Remember you can always join as a Looker and an Advocate – you may own a certain product and be willing to speak with people about it, whilst simultaneously shopping for something new… You can give your honest thoughts about your Epic V8 surfski while asking other paddlers about the downwind performance of the new Vega Flex… Guide and be guided, what a great way to boost your points balance!


What to do with all those reward points

As you build up your points balance by being an awesome community member, you’ll have the option of redeeming points for popular gift cards and products from brands that you love like Patagonia, Helly Hansen and Vaikobi.

The idea here is that you can double down on that passion of yours and invest in some of the latest gear from brands within your community. 

In the not so distant future, LOOKB4 users will unlock exclusive brand rewards such as product accessories, upgrades, repairs and “behind-the-scenes” content or events.


Send us all your love, feedback and ideas

We’re buzzing over here as this milestone represents a lot of hard work and dedication by the LOOKB4 team and our partners over the past few months… We can’t wait for you to have a play and tell us what you think too.

LOOKB4 was built with passionate communities in mind, so we want to hear from you every step of the way. As you discover things that could be serving you better, be sure to let us know so we can continuously improve. Click here for support resources.

For more regular updates, be sure to check us out on Instagram, Facebook and LinkedIn

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Meet the team: Anthony Dean

What’s a typical day for you at LOOKB4? 

My day usually begins with a very strong cup of coffee before digging into a couple of the more mundane tasks on my to-do list. I find that ticking off a couple of the things I don’t like doing, like admin or accounts, at the beginning of the day gives me a sense of achievement and then allows me to get into the ‘fun stuff’. The ‘fun stuff’ for me are the creative pieces and anything that involves client contact. 

I generally set some time at the end of the day to look at where the business is headed. This helps me to guide the rest of the team and to see where I can provide individual assistance. 

Describe your career journey to this point?

I started out studying business management while working in hotels and resorts. During my spare time I created a couple of startups that I poured most of my salary into. This taught me some valuable lessons (lesson #1: don’t pour all of your salary into a startup)! 

I have created, operated and exited successful businesses in finance, technology and hospitality. 

The common thread for each business has been to fill a service gap that other companies either didn’t notice or ignored. Identifying customer pain points and working to eliminate them has been key to all of my past successes. Losing sight of this has been the downfall in other, not so successful, ventures. 

Favourite purchase and/or biggest purchase regret?

I purchased a 1973 Cadillac Eldorado Convertible, sight unseen, for a Route 66 road trip. Turns out there are a lot of questions that you should ask before buying an unregistered vintage car in another country… I did not ask any of them.  

This could have easily turned into my biggest purchase regret, but friendly locals, a TV pilot episode, a good sense of humour and a mate with a Leatherman saved the day. 

We completed Route 66, featured in a US reality program, and shipped the Cadillac back to Australia. 

Where did the idea for LOOKB4 come from?

LOOKB4 came about after seeing the growth in online purchases and realising that there was nowhere to get real, unbiased answers to individual product questions. People were spending thousands of dollars based on sales spin, fake reviews and misleading advertising. The purchase regret that resulted was eroding confidence and driving a wedge between shoppers and brands. 

Over the past year or so, we have tested our ideas with real shoppers and brands. This has helped us to shape LOOKB4 into its current form and develop an easy-to-use customer app. 

What’s the most important thing about LOOKB4 to you?

LOOKB4 provides authentic connections and real opinions. Brands are unable to influence what advocates are saying about their products. 

We are not a space for salespeople or influencers. 

Are you planning on booking a call with an Advocate?

I am in the market for a new Surfski. I know quite a bit about a couple of brands as I have paddled these in the past but there are new models and brands on the market that I am keen to find out more about. I want to speak to a few people before narrowing down my list. 

What products will you be an Advocate for?

I own an Epic V10 Sport and an Epic V9. I have paddled both Surfskis in all sorts of conditions and love to share my experiences to help people get involved in paddling. 

What’s your big hope for LOOKB4?

I would love to see LOOKB4 become the go-to community for pre-purchase discussions between real shoppers, exchanging firsthand experiences with products they know and use. A safe place where people help each other to avoid purchase mistakes and find the right product for them.

In the same way that people ‘Google’ something to find information, I hope that the future will see us all ‘LOOKB4’ prior to any big-ticket purchase!

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