Two Jeys or the eCommerce boost to DTCs (1)
Miguel Nicolás
20/07/2021
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The digital reality of commerce has opened many doors to certain business models that already existed. The example of Two Jeys and the DTCs is paradigmatic and inspiring.
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Today, we are not just analyzing the successful story of a company. We are going to see how a business model can be boosted. However, to do it in a more didactic and practical way at the same time, we will talk about Two Jeys and its recent experience.We will gradually unravel the content. You will find it very interesting and, who knows, it may open your mind to a new idea to exploit that niche you have been wanting to open for so long.
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What are DTC companies?
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Logically, before going into any other aspect, the first thing to do is to explain what a DTC company is.As you know, businesses are usually categorized according to the type of recipient and sender of the transactions. I refer, for example, to:
- B2B or Business to Business: (a growing model on the Internet).
- B2C or Business to Customer: The most common in eCommerce.
- C2C or Customer 2 Customer: customer to customer as in direct sales platforms such as Wallapop.
- B2A or Business to Administration: from business to the public administration of a country or region.
Well, DTC / D2C stands for Direct to Consumer or, in other words, direct sales from the manufacturer to the customer without further intermediaries. -
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These types of transactions are actually nothing new. In fact, they have been going on for decades thanks to resources such as mail-order sales in the style of the legendary cosmetics brand Avon.Internet and eCommerce have only made the channel more sophisticated, but in essence it is the same: the manufacturer, thanks to its online store, can show that catalog to its end customer who, on the web, has the perfect tool to place the order.
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What is so special about Two Jeys?
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In this blog we have talked at length about cases such as Glossier, Muroexe or Warbby Parker, just to name a few from different segments. So, what does Two Jeys bring to the table that really sets it apart?The quick and simple answer is: product and communication. Which in today's eCommerce represents, at least, 80% of the chances of success of any business.Let's go deeper into these aspects to get a clearer idea.
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The product of Two Jeys
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On paper there is nothing revolutionary about selling pendants, necklaces and rings online. In fact, it is a widespread business and a competitive industry.However, the products of this brand have a personality of their own, perfectly aligned with their audience (something that is always critical, but in DTC business is essential). They have been able to find the differentiation factor within the design and with a market positioning in the lower middle quadrant in terms of price.
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INSIGHT: If you want to sell the same thing as everyone else, the barrier to entry posed by entrenched competitors can be insurmountable. Analyze your audience and give them something they cannot find.
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Amazing storytelling
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There are brands that tell stories, we all know them and some of us admire them. That ability to sell the product from the lifestyle it projects, being less obvious, involving us in a narrative that leads to the shopping cart... That is very difficult to achieve and even more with the confidence Two Jeys does it.In this brand we find storytelling consistently throughout the experience: from the photographs to the copywriting of the product cards, including a brilliant "About us" page that almost deserves a separate chapter.The feeling of browsing this store is that of a small treasure hunt thanks to the dialogue that is established between the customer and the website.
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INSIGHT: The selling exercise and the value proposition change radically between using a generic copy (silver plated pendant in the shape of the sun and the moon) and saying: midnight pendant that personifies the opposites, man and woman, strength and calm...You are not just acquiring a product, you are actually endowing the shopping experience with intangible, almost spiritual nuances and "soul" to the product.
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Proximity
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This is done at different levels, in a transversal way, and is very relevant within the Two Jeys experience.The tone of communication is very direct. It seeks at all times to eliminate the distance between customer and salesperson. At no time is a corporate interaction perceived, it is much closer to what we would expect a craftsman to tell us about his work.By the way: one of the aspects they emphasize the most in their communication is that the products are manufactured and designed in Barcelona.
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INSIGHT: This proximity and understanding is impossible to achieve, for example, on a massive platform such as Amazon. In fact, this is one of the disadvantages of selling on marketplaces.
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Influence
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The creation of content is an important part of the overall marketing strategy of the brand and is supported in a very direct way by the figure of its founders, both influencers with a recognized character and lifestyle.
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The key lies in Biel Juste and Joan Margarit's ability to gather followers around that casual, cool lifestyle, with touches of surfing, urban, adventurous...
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INSIGHT: Having such a well-known personal presence in networks makes the brand's presence nurtured by it, especially in cases like this one, where the product is a consequence and reflection of the lifestyle to which the followers aspire.
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Do you want to know more about Two Jeys and its DTC? Then do not miss our next post where we will go into detail.
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Images| Unsplash, Two Jeys.