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 people turning to mobile for commerce , the eRNDC app meets users where they increasingly spend their time .
ministrative tasks and instead invests in connecting with customers . Truly , everyone wins .”
Xu joins Rebecca Sylvester , director of ecommerce at RNDC . The two recently 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 ,” says Xu . “ Our e-commerce team has built a proprietary B2B sales platform that meets the specific needs of 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 .
What ’ s more , Xu says , “ 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 .”
Sylvester agrees . “ ERNDC is much more than a sales channel . Through our eRNDC platform , RNDC has extended our customer relationships with 24 / 7 support . ERNDC
DATA DRIVEN Data affects how consumers make purchases today and how companies conduct business . RNDC prioritizes gathering information to remain well informed and ahead of the curve .
“ Our category management team has some of the best datasets in the industry ,” says Xu . “ 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 .”
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 .
“ The most successful brands leverage a mix of marketing strategies that blend digital and experiential channels ,” says Xu . Consumers rarely seek out new brands today , she notes . “ 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 ,” Xu 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 .”
10 • Summer 2023 www . cheersonline . com