“ RNDC is focused on bringing the three-tier system together in new and exciting ways .”
- Emily Xu as senior VP . According to RNDC
The eRNDC app makes it easy for users to explore product offerings and the latest alcohol trends , organizied efficiently in one place .
egies that blend digital and experiential channels . Consumers rarely seek out new brands today . Instead , they notice new brands , products and services in their everyday interactions : on the walk into work , scrolling social media or listening to a podcast while working out .”
“ Beverage alcohol suppliers rely heavily on retail networks and distributors to make end-users aware of new product offerings ,” she continues . “ Within the eRNDC app , we ’ ve created attractive and informative promotional content to appeal to customers ’ individual needs . eRNDC tailors the marketing approach according to the customer ’ s specific location , state and local licensing requirements , product interests and in-app activity to make offerings relevant and exciting for each user .”
COLLABORATING ACROSS TIERS Both suppliers and retailers have been quick to adapt to the rise of ecommerce . “ Our suppliers certainly want to reach new customers and influence purchase decisions online , whether through conventional digital marketing or retail media networks like Walmart or Amazon ,” Xu says .
Suppliers have become savvier about positioning themselves to consumers , but they don ’ t sell directly to them , which can create a time lag between a topical marketing campaign and when it actually reaches customers . Because of ecommerce and collaboration with distributors such as RNDC , the time between marketing and product is now almost negligible . New avenues are also opening to suppliers , including the so-called “ fourth tier ,” where third parties step into to facilitate direct-to-consumer sales .
“ There ’ s a lot of interest and exploration into the fourth tier , which includes companies like Drizly and Instacart ,” Xu says . “ At RNDC , we provide a holistic digital suite for our suppliers , including the eRNDC app , where they have complete control over how their products are mar-
keted to customers . With RNDC ’ s help , suppliers can leverage customer behavioral insights to inform sales and marketing strategy , research and development , inventory management and more .”
Suppliers aren ’ t the only ones on a new playing field . Retailers have been able to take advantage of a glut of new platforms , initiatives , and products designed to streamline their ordering process and make it easier to get products to customers .
“ Most retailers discover new products and promotions through digital catalogs ,” says Sylvester . “ Within the eRNDC platform , RNDC sales associates help retailers explore catalogs for relevant offerings and curate personalized lists , made up of products available and in stock within that retailer ’ s region . We also use eRNDC to exchange digital shelf best practices and retail media strategies with our most advanced suppliers .”
Spring 2023 • Beverage Wholesaler 11