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