BIC’s five-point “SPARC” formula offers a roadmap for e-commerce success

BIC, the pen brand, is using a five-point plan to inform its e-commerce strategy, and so drive progress on an increasingly vital sales channel.

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 ele

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands