I recently wrote a piece about Tecovas, a cowboy boots company that sells directly to consumers, and how we are seeing additional companies shift to similar B2C models. My theory was recently validated on a drive to the office.
While listening to the radio, a commercial came on for “Boll and Branch Sheets” — a bedding sheets company. The ad was voiced-over by one of the company’s founders and he spoke in detail about their supply chain, including why they are able to provide better quality, low-priced sheets compared to those in retail stores — all because they sell direct-to-consumer, or B2C.
I did some digging on how Tecovas and Boll and Branch Sheets market themselves to consumers via their websites — were there any similarities? Were there differences? Cowboy boots and bed sheets don’t fall into the same category, but what I found between the two was interesting:
In the “About” section for both companies, there are detailed models that show the product and then two different paths: B2B2C — the typical retail store model, and B2C — their model. It was helpful to see the diagrams (Tecovas diagram / Boll and Branch diagram) because it’s one thing for a business to persuade you and say, “We can sell it to you for less,” but it’s another thing to see why they’re able to do so.
Both sites write extensively about their supply chains and B2C models, providing further explanation on why cutting out third party vendors, or the middleman, is a benefit to consumers. At Farland Group, we have heard similar stories during calls with business leaders, including how the supply chain is changing and becoming more efficient.
Better Quality, Better Price
Both companies emphasized that buying directly from their business allows customers to purchase better-quality products for a fraction of the cost of what brick and mortar stores charge. That’s because they’re not paying a third party vendor. Businesses like Tecovas and Boll and Branch don’t have to cut corners on quality. In fact, they can spend more money on quality, and still market their product for less.
The possibilities with B2C are endless. These are just two companies out of the millions in the world that are turning the tides of how businesses engage directly with their customers by disrupting the original supply chain.