Consultancy Project in e-Commerce: 2Jour-Concierge.com, Luxury Lifestyle e-Shop

Marina 2Jour
Jun 4
3 min read

I often can’t disclose the details of any of my consulting projects, but I can talk about the implementation of changes in my own business. For the past few weeks, I have been actively optimizing the structure of my online lifestyle e-shop 2Jour-Concierge.com. This optimization was necessary for two reasons:

It’s essentially a periodically recurring and inevitable process
It’s related to expanding the product line, which meant that the current structure needed to be revised

In e-commerce, as in any other field of business, it’s necessary to periodically introduce changes to the existing structure, and sometimes even completely rethink it. I finally got around to it, because for now I’m working on consulting by myself, and consulting isn’t my only activity—so I have to prioritize my time.

What was done:

Reworked the site map. I laid out clear but detailed paths, sections, and menus—both to enable intuitive navigation for the user and to sort existing products into appropriate categories. This is where I begin all my projects: starting with the top-level sections and then gradually breaking them down into categories.
Updated the existing product collections and the rules for their automatic sorting. Along the way, collection pages are being updated too: structure, description, SEO settings.
Introduced new filtering options by level.
Created a new product-page layout. Previously, we manually displayed links to connected collections one by one—now this happens automatically.

As you can see from the product pages, we’re aiming to:

Give the customer the most streamlined path to find the category of products they need
Create a structure oriented toward up- and cross-selling

In other words, we show all relevant connections so that the customer can be sure to find exactly what they need and consider additional product options. Maximizing the display of cross-sell and upsell connections is what I aim for in any of my e-commerce consultancy projects. This is a universal task that has its own nuances depending on the product types.

The same goes for collection pages. You never know how a customer will reach the final product page—either through the homepage, the site menu, a collection page, or by landing directly on a product page from a search engine. So it’s essential to showcase all those collections in the simplest (but still structured and detailed) way in every possible scenario.

Next steps after consulting for 2Jour Concierge:

Finish updating the site map and collections (on paper it’s already done; now it’s just routine work according to priority).

Challenges encountered along the way:

We had to rethink how to display the collection links. Ultimately, this is accomplished by incorporating a snippet into the product pages. The snippet automatically categorizes collections into groups such as Space, Similar Items (view more), Collection (if the product is part of one, e.g., sets), and Brand Name.

Results:

Because I worked on displaying collection connections, as well as on structure and SEO settings from the very beginning of 2Jour Concierge, the update didn’t drastically affect time spent on pages or cart totals. The update was part of ongoing optimization. Attention to these details led to:

Improved content discoverability for both users and search engines: a clear hierarchy and logical menu organization make navigation intuitive.
Automatic sorting of products into collections, ensuring they appear in the most relevant categories without manual intervention—saving employees time by eliminating manual assignment.
New filters that let shoppers narrow down choices, reducing friction and speeding up product discovery.
Each product page now shows which collections it belongs to—grouped by type (e.g., Space, Collection, Brand)—so customers immediately see related groupings, which organically lead to cross-selling and upselling.

Together, these changes improve site crawlability, keep customers engaged longer, and guide them efficiently to relevant items—ultimately boosting conversions and order values.

More on my consultancy in e-commerce is here.