“ RNDC is focused on bringing the three-tier system together in new and exciting ways .”
— Emily Xu , senior VP , RNDC ’ s ecommerce division
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 .”
The eRNDC app makes it easy for users to explore product offerings and the latest alcohol trends , organizied efficiently in one place .
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 . This 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 marketed 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
LOOKING AHEAD RNDC plans to continue investing heavily in enhancing user experience across the platform . New app features aim to make it easier and faster to order and reorder products , discover brands and manage inventory .
ERNDC ’ s collaboration-focused approach to e-commerce has led to the creation of an inapp ecosystem between RNDC sales associates , suppliers and customers . As this unique platform continues to expand , it will further enable RNDC to leverage strategic partnerships in new markets .
Working in e-commerce for over a decade has taught Xu two key things . “ First , e-commerce growth is non-linear . If you only focus on year-over-year trends , you might trap leaders into thinking the digital space is a fad , not a force . As a result , leaders will over-invest in one year and under-invest in another . You have to be persistent and play the long game .”
“ Second , e-commerce always ties back to the end-user . Regardless of where you are in the value chain , always be in tune with the consumer .”
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