Amassing and Analyzing Customer Data in the Age of Big Data: A Case Study of Haier’s Online-to-Offline (O2O) Business Model

Big data provides firms with new opportunities to create business value. However, data sourcing remains a challenge for organizations seeking to adopt and implement new data technology for routine use, particularly in turbulent business environments. The online-to-offline (O2O) business model has become the prevailing e-commerce business model in China. The goal of this study is to investigate how this new business model uses big data technology to explore and amass valuable customer resources. With the support of big data technology, Haier, the largest home appliance manufacturer in the world, has deployed the O2O business model very effectively, transforming the company from a traditional manufacturing commerce operation to a company undertaking Internet-based business. This case study provides a good example of how business value can be created in today’s age of big data. This case study provides new insights into implementing O2O business model practices and big data applications effectively by companies worldwide.