| | | DISTRIBUTOR PROFILE | | | beverage alcohol customers , suppliers and sales associates . eRNDC is the industry ’ s first accurately connected ecosystem , bringing the three-tier system together on one platform . In addition , RNDC ’ s eCommerce Center of Excellence equips our supplier partners with resources to grow e-commerce , whether via B2C or direct-to-consumer channels .”
“ This is an exciting time be in the eCommerce space in the beverage alcohol industry ,” she continues . “ It ’ s pretty much a green field for growth . Digital transformation will impact much more than sales , though . We view digital transformation as a way to create new experiences and added value for suppliers and customers .”
“ I agree ,” Sylvester adds . “ eRNDC is much more than a sales channel . Through our eRNDC platform , RNDC has extended our customer relationships with 24 / 7 support . eRNDC allows us to meet their needs any time , any place — even as they ’ re on the go or after closing up for the night .”
Sylvester is especially proud of the features that the company ’ s platform offers for its customers . “ Our rich feature sets add new value and strengthen the customer journey ,” she says . “ On the eRNDC platform , sales associates and customers can collaborate to identify new products , curate orders , optimize the product mix and share insights . The platform also equips our suppliers with new customer behavioral insights and market data . Suppliers can use this powerful information to make responsive pivots to sales strategy , marketing assets and inventory management . This connected ecosystem unlocks business value for the entire three-tier system at a speed , scale and accuracy that has never been done before .”
With more and more people turning to mobile for commerce , the eRNDC app meets users where they increasingly spend their time .
In 2022 , the platform expanded digital access to Oregon and Washington state , and launched a pilot program in California . Now , eRNDC serves 17 states .
A NEW DIRECTION Recently , the ecommerce division of RNDC welcomed Emily Xu as senior VP . According to RNDC , Xu will focus on leading a team with the goal of connecting all three tiers within the company ’ s ecommerce platform .
In a recent press release , Xu commented : “ RNDC is focused on bringing the three-tier system together in new and exciting ways . Now , eRNDC opens a world of opportunities for all parties to thrive . Customers discover new products through machine-learned recommendations and data guided merchandising . Suppliers maximize ads based on real-time customer engagement . Our sales team saves time on administrative tasks and instead invests in connecting with customers . Truly , everyone wins .”
Xu joins Rebecca Sylvester , Director of ecommerce at RNDC . Recently , the two came together to discuss the future of ecommerce at the company , and for the wider industry as a whole .
“ Digital transformation is integral to RNDC ’ s broader business strategy ,” comments Xu . “ Our e-commerce team has built a proprietary B2B sales platform that meets the specific needs of
DATA DRIVEN If commerce is all about the customer , then ecommerce is all about the data . Nowadays , more than ever , data affects how consumers make purchases and companies conduct business . RNDC , and especially their ecommerce division , recognizes this and prioritizes gathering information to remain well informed and ahead of the curve .
“ Data plays a role in enhancing nearly every aspect of our business ,” says Xu . “ Our category management team has some of the best datasets in the industry . Digital channels , like eRNDC , enable us to innovate in a faster , more sophisticated way . We ’ re experimenting with segmentation and parallel testing for real-time insights . And our eRNDC developers are working on a few interesting in-app features to help our customers discover products , better support our sales team in the sales cycle and help our suppliers expand their reach in specific markets .”
And speaking of specific markets , marketing continues to evolve alongside business , both by necessity and by priority . Consumers are now omnipresent , available through a multitude of new channels . This connectivity goes both ways , but it comes with its drawbacks . Businesses have to find a way to stand out amidst the noise that consumers have learned to tune out . For RNDC , this means helping both retailers and suppliers reach new markets through their online platform .
“ From a broad perspective , ecommerce has transformed how brands connect with customers and communicate their value ,” says Xu . “ The most successful brands leverage a mix of marketing strat-
10 Beverage Wholesaler • Spring 2023