Driving Revenue Lift for Micro-Seasonal Content Refreshes for BIC
February 10, 2026
USE CASE OVERVIEW
BIC Needed to Scale High-Quality Product Content Across Categories Without Increasing Headcount
Since 1945, BIC has provided reliable, affordable pens, lighters, and razors to over 160 countries. They focus on making high-quality everyday essentials that are simple to use and sustainably made.
BIC’s e-commerce team manages hundreds of SKUs across categories such as stationery, shavers, and lighters. With only a handful of people supporting North America, the team faced mounting pressure to deliver consistent, high-quality product content across multiple retailers. Historically, descriptions were written and updated manually. This approach was slow, resource-intensive, and often left little room for optimization, experimentation, or content refresh.
Recognizing the need for scale, BIC engaged Sitation and Plezio Draft to modernize its content creation process. The initial goal was efficiency and retailer-specific copy at scale. Once that foundation was in place, the team began testing content refreshes for “micro-seasons” such as Mother’s Day, Summer, and Father’s Day, uncovering new opportunities for performance optimization.
Challenges
- Manual copywriting limited scalability across 200+ SKUs
- Lack of bandwidth to support seasonal or promotional updates
- Retailer-specific requirements created bottlenecks in the workflow
- Limited ability to test and measure new content strategies
Goals
- Establish a scalable process for content creation across SKUs
- Ensure retailer-specific requirements were met for major channels (Amazon, Walmart, Staples, Target)
- Free up internal resources for higher-value activities
- Leverage an internal assets translation process
- Explore the impact of seasonal and micro-seasonal content refreshes
Approach
Working with Sitation, BIC implemented Plezio Draft, an AI-powered content creation tool, to generate retailer-specific, keyword-optimized copy at scale. Key steps included:
- Automating content generation for hundreds of SKUs, reducing timelines from weeks to hours
- Building prompts aligned to each retailer’s requirements, improving compliance and scorecards
- Integrating Draft outputs with Salsify for seamless syndication
- Piloting micro-seasonal content refreshes on Amazon to measure the impact of aligning copy with seasonal shopping behavior
RESULTS
BIC Achieved Rapid Content Velocity and Double-Digit Performance Lift Across Key Retailers
- Double-digit improvement on key business metrics across seasonal SKUs
- Copy generation reduced from weeks to hours
- 75% Reduction in translated copy completion time
- 90%+ SKUs with retailer-specific copy
- Empowered non-copywriters to generate content, reducing bottlenecks
- 10x faster annual copy review process
Seasonal Innovation
BIC piloted micro-seasonal content refreshes on Amazon in 2025, focusing on Mother’s Day, Summer, and Father’s Day. With a strategic and targeted approach, the Women’s Shave Portfolio was adjusted for Mother’s Day and Summer, while Men’s Shave Portfolio was augmented for Father’s day.
When looking at the year-to-date impact across all three seasonal events, the results are even more compelling: BIC drove a significant lift in shipped revenue and an impressive increase in shipped Cost of Goods Sold (COGS). This cumulative performance demonstrates not only the power of micro-seasonal content refreshes at an individual event level, but also their ability to generate sustained, scalable growth across the portfolio.
Conclusion
BIC’s partnership with Sitation and adoption of Plezio Draft transformed its content creation process from a manual bottleneck to a scalable, strategic advantage. With foundational efficiencies in place, the team now has the agility to test seasonal strategies, refine their approach, and extend learnings across retailers
Testimonials
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