Regardless of whether the customer's point of entry into DayTwo is via Bricks or Clicks, we believe the testing kit provides an avenue to extend DayTwo's customer base.
Customers believe they are receiving a stool collection kit, but they are actually receiving a cache of nutrition information in a personalised package. The kit will come with supplementary material designed to educate, motivate, and inspire customers at the outset of their personalised nutritional journey.
Additionally, customers can choose to receive additional kits for their family and friends at no extra cost.

This takes advantage of two psychological phenomenon; self-other asymmetry and ingroup favouritism.
Self-other asymmetry refers to the idea that people often have a different standard for themselves compared to others and may prioritise others' well-being over their own. If a customer is purchasing a DayTwo product, we want to make it as easy as possible for them to share these health benefits with their loved ones. Ingroup favouritism can cause individuals to give greater weight to the opinions and beliefs of their friends, family members, or colleagues. If a personalised testing kit is already available, and is endorsed by someone the individual trusts, they are more likely to engage with the product.