Bestore: Supporting Omni-Channel Digital Marketing With Business Mid-Platform

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Abstract

As a leader in the 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 urgently need digital transformation. This case describes the reasons why Bestore should establish a digital middle platform, the process of implementing a middle platform, and 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.

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