BIC eCommerce Hub

Igniting eCommerce Sales for BIC

Bic back-to-school supplies bundle.


Increase in online commerce revenue


Growth in customer database


Lift in sales for Super Bowl™ campaigns

BIC manufactures two of the most recognized consumer products in the world, the BIC Cristal pen and the BIC Lighter. Billions of their products have been sold across the globe.

The Challenge

Clock Management Became the Big Player

Despite the ubiquity of BIC’s products in the world, their online presence was lacking. Low site traffic and ineffective SEO, coupled with an unsatisfactory functionality, led BIC to approach Sagepath with a unique challenge: plan and build an eCommerce site and increase customer engagement. And one more thing, it had to be ready to be unveiled during the SuperBowl™, which was only four months away.


Hashtag Bic drawing graphic over four detailed line images made with Bic pens.
Our Approach

Building a Platform for eCommerce

We began by working closely with BIC’s IT team to determine the best eCommerce platform for integration with their CMS and identified the most secure architectural foundation and PCI compliance standards. After implementation, our developers’ custom tweaks ensured glitch-free communication for product management and shipping, custom-built bundles within the eCommerce platform, and optimized digital asset management features like product and offerings management and real-time inventory.


Capabilities Used

  • Analytics  
  • Creative 
  • Development
  • Security/Compliance 
  • SEO
  • Strategy
  • User Experience

Selection of Bic pens on Pens product page.
Bic smooth ball pens product page.

Developing New Ways to Purchase

Next, we introduced the ability for customers to create accounts and manage orders, transparency that wasn’t previously available. We then developed new ways for consumers to purchase, such as “College”, “Color Collections” and “BIC Kids” bundled offerings, creating their own custom bundles and interval-driven subscriptions for products like razors, and built-in enhanced opportunities for upselling and cross-promoting products. Brand advocates were also featured on the site in the form of customer-inspired artwork, stories and user-generated content.

Forging Seamless Customer Journeys

The new site features a striking, contemporary design that showcases products and accommodates in-site brand promotions and product images for cross-channel asset management. To promote the site we created a digital campaign, including a Super BowlTM promotion, which led to a seamless customer journey.

Bic products displayed on three mobile devices.
The Results

Sparking Greater Engagement and Increased Sales

Sagepath and BIC reimagined the customer experience, driving more traffic to the site, increasing customer engagement with product and social content, and modernizing BIC’s online offerings to match its strong brand identity.