January 19, 2011, 1:27 PM

Bic pencils in e-commerce with the help of Alice.com

Bic is offering its line of products on Alice.com’s sales platform.

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Bic Consumer Products USA is now selling writing and shaving products directly to consumers on Bic.Alice.com. The company has become the latest consumer brand manufacturer—now numbering about 100—selling on a store on the Alice.com e-commerce platform.

Alice.com is an e-marketplace for household goods with products from 350 manufacturers, featuring everyday items such as trash bags, detergent and shampoos.

For Bic, Alice.com will handle fulfillment, manufacturing, content management and analytics. The Bic store features customer reviews and ratings and lets customers search by product type. The checkout is processed through Alice.com where customers can add products from other manufacturers.

“What we do is help manufacturers enter the consumer space,” says Brian Wiegand, CEO of Alice.com, No. 466 in the Internet Retailer Top 500 Guide.

Consumer brand manufacturers face a tricky situation, notes Wiegand. They make products that consumers typically pack in a grocery shopping cart such as shampoo, pens, detergent or trash bags, but these essentials may be inconvenient for them to buy individually from manufacturers’ web sites.

Wiegand says about 10 to 15 new manufacturers are added each month to Alice.com, which charges a transaction fee for services.

“In some cases, we may help with couponing, sampling and other e-commerce related services that help the manufacturer engage directly with their end consumer. By tying it to Alice, the manufacturer can get a more holistic view of the customer, who she is and what she’s buying,” says Wiegand.

Last month, Pactiv Corp. launched an online store on the Alice.com platform for its Hefty brand products, including trash and food storage bags and tableware.

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