BIGCOMMERCE D2C LAUNCH
Chapstick: America’s Favorite Lip Care Brand
Personalized products. Custom fulfillment. Five-partner integration. See how IntuitSolutions built Chapstick's first direct-to-consumer site on BigCommerce.
Their Story
Few brands are as instantly recognizable as Chapstick. Since pioneering the lip balm category in the late 1800s, the company has continued to innovate with new products, formulations, and skincare benefits. Today, Chapstick remains one of the biggest names in lip care today, helping millions of consumers keep their lips healthy and protected.
"This project wasn't about implementing a single platform. It was about connecting an entire ecosystem of enterprise technologies into one cohesive customer experience. That's where our team thrives."
— Robert Morris, Senior Account Executive, IntuitSolutions
Summary
Project Overview
Specs
- Industry: Health & Beauty
- Platform: BigCommerce
Services
- Custom Ecommerce Design/Development
- Direct-to-Consumer Launch
- Ongoing Support & Site Optimization
Technical Enhancements
- Product Personalization Interface
- Custom Order Artwork Reorder/Resubmit
- Custom Product Recommendation Quiz
- SAP ERP Integration
- Enterprise Fulfillment Automation
The Challenge
When Chapstick set out to launch its first direct-to-consumer ecommerce site, the project called for more than a standard storefront. It required building an entirely new frontend while connecting multiple separate systems — an ERP, a product personalization platform, a custom fulfillment provider, and a shipping carrier — into one seamless experience.
Specific challenges included:
- Migrating from an informational CMS to BigCommerce
- Custom product personalization and artwork uploads
- Enterprise fulfillment integration
- Custom shipping workflows
- Functionality beyond native product option capabilities
The Solution
Working alongside Chapstick, our team designed and developed the frontend experience while building the custom backend infrastructure needed to connect BigCommerce with enterprise tech providers.
Highlights included:
- Content and product migration from the previous CMS
- Custom SAP ERP integration
- Custom DHL Warehouse Management System integration
- Spectrum product personalization integration
- Hatteras fulfillment integration
- Ongoing Site Support & Optimization
The Process
D2C Launch on BigCommerce
Discovery & Design
A creative and collaborative process to produce a design tailored to fit their existing company branding.
Development
Best-in-class custom BigCommerce theme development, custom systems integrations, and third-party app integrations.
Launch & Support
A coordinated launch to complete the redesign process, followed up with post launch audits and ongoing support.
A Closer Look
BigCommerce Customizations & Enhancements
Some highlights of the unique solutions implemented for Chapstick.com.
Custom Product Personalization
No existing personalization platform could support Chapstick's vision, so we built one from scratch — letting shoppers design their own tube, choose colors and artwork, and preview their creation before it's ever sent to production.
Saved Artwork & Reorder Functionality
A shopper who loved their design shouldn't have to recreate it from memory. Returning customers can pull up artwork from past orders and reorder or resubmit it in a couple of clicks, turning a one-time personalization into a repeat purchase.
Lip Quiz Product Recommendation Tool
Rather than leaving shoppers to scroll through dozens of SKUs, our team built the Lip Quiz: a short, guided set of questions that turns "which Chapstick is right for me?" into a quick, confident answer.
Enterprise SAP Integration
Using IntuitSolutions' proprietary integration framework, BigCore, our developers built a secure SAP integration through IBM DataPower using an AS2 connection. Product, inventory, and order information flows automatically between BigCommerce and GSK's enterprise systems — no manual re-entry, no lag between what's ordered and what's tracked.
Warehouse & Fulfillment Automation
Custom backend integrations with Spectrum, Hatteras, and DHL's Warehouse Management System move personalized order information through the fulfillment process on their own — from the moment a shopper submits their design to the moment it ships.
Notable Apps & Integrations
We tested, adjusted, and updated several third party integrations with the following providers:
Launch
The Results
ChapStick successfully transformed its website from an informational CMS into a fully integrated direct-to-consumer ecommerce platform capable of supporting personalized products, enterprise fulfillment, and secure backend connectivity.
The new platform streamlines communication between multiple enterprise systems, enables custom product personalization, and provides a scalable foundation for future ecommerce growth
Looking for a BigCommerce partner who builds around how your business actually operates? Send us a message or call 866-901-4650 for a free consultation.