Since 1950, BIC’s basic proposition has involved providing a great product at a great price – a simple, algorithm-free strategy that has made the enterprise the world’s top seller of pens.
The rise of e-commerce, however, means that every brand must react to the new ways that consumers are researching, deciding upon, and buying products. And Jennifer Elmashni, BIC’s vp/global e-commerce and digital marketing, outlined the five core elements that are informing its strategy in this area, which can be summarized with the acronym “SPARC”:
- Search
- Price
- Assortment
- Ratings and Reviews
- Content
This framework, for...