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

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.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

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Resources

Exhibit 1. 12 Product Categories of Bestore

An image shows the products available at Bestore, namely, nuts, roasted seeds, candies and pudding, cookies and pastry, seafood snacks, meat snacks, preserved fruits, preserved plums, healthy drinks, vegetarian snacks, gifts, and beverages.

Exhibit 2. The 38 Subsystems Before the Development of Bestore’s Mid-platform

An illustration shows Bestore’s subsystems for purchase management, logistics management, marketing management, order management, settlement management, and so on. A lot of those subsystems comprise ERP modules.

Source: Bestore E-business Division.

Exhibit 3. Mid-platform Architecture of Bestore

An image comprising several blocks shows Bestore’s mid-platform architecture.

Exhibit 4. Progress of Business Mid-platform Construction

An image comprising several rightward arrowheads shows the stagewise progress of Bestore’s business mid-platform construction.

Exhibit 5. Comparison Between the Old and New Architectures of Bestore’s Information System

An image compares Bestore’s old and new architectures.

Exhibit 6. Overview of Functions of Bestore’s Business Mid-platform

An image shows the functions of Bestore’s business mid-platform.

Exhibit 7. Integration of Multichannel Membership Data of Bestore

A flowchart-like image shows Bestore’s integration of multichannel membership data.

Exhibit 8. Marketing Model Innovation Empowered by Business Mid-platform

An image shows Bestore’s business mid-platform empowering its diverse marketing models.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

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