eRNDC digital platform gained more than
69 % customer growth
RNDC and the Age of eCommerce
BY JAMIE STAFFORD
Some call it the Age of Amazon — exacerbated by years of quarantine and lockdowns , ecommerce has exploded into what is now often the go-to method of shopping for many consumers . The beverage alcohol industry is no exception , although it has faced some growing pains as both control and private states reckon with the legality of doorstep delivery . Every tier of the industry has had to evolve , but distributors arguably faced the most upheaval in the ensuing shuffle .
Republic National Distributing Company is a middle-tier leader that was quick to get on top of the ecommerce wave , riding it to new success . Most recently , the company ’ s ecommerce platform , eRNDC , surpassed several growth milestones , including record sales performance , market expansion and new leadership and team support .
In 2022 , eRNDC generated 350,000 orders in the digital platform and gained more than 69 % customer growth . According to the company , they aimed to attract customers through in-app collaboration with RNDC sales associates and a customized user experience .
“ The amazing growth eRNDC has shown in the past four years proves that the beverage alcohol industry is craving an enhanced digital experience ,” said president and CEO Nick Mehall in a recent press release . “ In 2023 , we ’ ll further personalize the sales experience and unite the three-tier system across our growing digital ecosystem . It ’ s an incredibly exciting time for our industry .” In 2022 , the platform expanded digital access to Oregon and Washington state , and launched a pilot program in California . ERNDC now serves 17 states .
A NEW DIRECTION The ecommerce division of RNDC recently welcomed Emily Xu as senior vice president . According to RNDC , Xu will focus on leading a team with the goal of connecting all three tiers within the company ’ s ecommerce platform .
“ RNDC is focused on bringing the three-tier system together in new and exciting ways ,” said Xu in a release . “ 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 ad-
www . cheersonline . com Summer 2023 • 9