Bestore: supporting omni-channel digital marketing with business mid-platform
Product Number：
EN_2020XXXTYDZSW_2315
Page Views：
1189
CaseName：
Bestore: supporting omni-channel digital marketing with business mid-platform
Authors：
Mao Jiye, Wu Siqi
Author Affiliation：
Renmin University of China
Enterprise/Organization：
Bestore
Industry：
Trade/Commerce
Discipline：
Information Technology & E-commerce
Scale：
Large
Language：
English
Type of Case：
Descriptive Case
KeyWords：
-
Abstract：
As a leader of high-end snack industry, Bestore has attached importance to the construction of IT infrastructure like ERP since its establishment. However, in the wave of e-commerce, these “chimney” style information systems cannot meet the requirements of the new retail model which is characterized by multiple channels and scenarios online and offline and thus are in an urgent need of digital transformation. This case describes the reasons why Bestore should establish a digital middle platform, the process of implementing a middle platform, the characteristics and commercial values of a middle platform in enabling the business department. A highly automatic digital marketing system is established to cover all channels and scenarios. This case can help students understand a digital middle platform, the key points in its implementation and how it helps enterprises cope with an unexpected external environment and drives the digitization of enterprises in the new era to promote their growth. This case can also inspire the digital transformation of other traditional enterprises.
Intended Audience：
本科、MBA、EMBA、EE
Data Source：
Primary
Publication Date：
2020
Revision Date：
2020
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