Page 3: Customers/consumers
BIC's customers (retailers) are not the final consumers who buy from retailers. The Group has therefore built up strong relationships with its retailers to ensure that its products are placed in the most attractive and suitable shop locations, and that the products are attractive and eye catching. This suits both parties; retailers want products to sell well too.
Today, markets in most advanced economies are characterised by fewer, larger retailers and especially supermarkets that want sales of mature product categories like pens and shavers to continue growing. BIC supports retailers by innovating to stimulate growth and extend full product lifestyle providing bright, eye-catching displays of attractive products.