The success story of BIC

When Dominique Serra started at BIC (known for ballpoint pens and lighters, among other items) 4 years ago, online visibility wasn't really a 'thing' yet. However, with the transition from offline to online shopping, the company had to have an online presence. As Key Account Manager Retail, Dominique took on this task successfully.

Inspired by Dominique, BIC took its first steps on the bol platform. What started with a small selection of stationery, razors, and lighters, quickly grew into an extensive online product range of about 200 items. “We quickly started with sponsored products. We saw that this was necessary to introduce new items on bol. Your visibility grows much faster than if you were to approach it organically. It immediately had an impact on our sales. Sponsored products not only accelerate sales but also ensure that the position of items remains stable. Even when the advertisements are paused. That's a big advantage. Those visitors and clicks just keep coming."

“For this, the rule applies: preparation is half the battle. Of course, for stationery, visibility during the Back to School period is very important. That starts around July, and there's a real peak in mid-August. But of course, you want to be on time! Actually, for us, it's important to be visible with the right items throughout the entire 2nd semester. Then we really want to boost that visibility, and we heavily invest in sponsored products and display banners on bol.”

“Of course, we want to maintain and defend our strong position as market leader. For the entire stationery product category, this is the most important period of the year. That's why every year we focus on specific product categories to advertise with, and we increase those budgets to remain visible. Everyone needs a ballpoint pen for school, so we are there. Many students like Tipp-Ex, and the younger primary school generation opts for colored pencils and markers.”

“Every year at BIC, we improve our strategy to remain relevant. We work with bol on an annual plan and receive support from our agency,” Dominique explains. “The goal is to combine advertisements across different channels and drive as much traffic to bol as possible.”

“Our way to lower the ACoS is by being as relevant as possible,” Dominique explains. That's why the team focuses on improving all so-called SPARC factors:

• Search

• Price

• Assortment

• Ratings & Reviews

• Content

What does that mean in practice? “Everything has to be right. Are the images good? Are the texts relevant? Are the advantages of the items clear, and are the prices competitive? We continuously work on that.”

“We actually monitor daily. This way, we constantly try to see: what's selling the most right now, and what do we want to highlight? Which trends and peak moments do we see recurring? Fortunately, people's buying behavior is quite predictable! In addition, we naturally keep an eye on the RoAS and ACoS every day, and we fine-tune where necessary.”

“To launch new items, we always use sponsored products. We do this to find out if the item offers added value to the customer and if people are looking for it. In a physical store, like a supermarket, you always have to consider the buyer and whether they agree to offer your item on the shelves. Fortunately, launching an item via bol is very easy. It's more accessible. Moreover, you can clearly see what happens with buying behavior, and you can easily respond to it. That's very interesting.”

“I can be brief about that: just start. It doesn't have to be perfect. The great thing about e-commerce is that you can always adjust. Definitely use the videos and tips on the Partnerplatform. For example, they can really help you with your budget and strategy. Try to find out what works well for your specific product category. Because a smartphone naturally needs a completely different approach than stationery. So: use the available help and start. Learning by doing!”

Dominique adds: “To an outsider, we might seem like a big company, but we also had to start somewhere. So that doesn't make us any different from other, smaller companies. Advertising via bol can truly be used by everyone. And the costs? You also have control over them: so you won't encounter any surprises. Very nice!”

Are you ready for the new school year? Make sure you get noticed with sponsored products via bol!