The freight forwarding industry is at the cusp of a digital transformation, with online-to-offline (O2O) integration paving the way for enhanced efficiency, customer satisfaction, and operational transparency.
“The O2O approach is not just a digital upgrade; it’s a strategic evolution that allows us to meet the dynamic demands of modern logistics,” Summer Xia, Vice President and Air Director at Unitex Logistics, stated. “By seamlessly integrating online and offline processes, we’re enhancing our capabilities to provide faster, more accurate, and customer-centric services.”
Industry challenges
Freight forwarding has traditionally struggled with inefficiencies, including manual operations, information silos, and delays in communication. Unitex Logistics recognised these challenges as opportunities for transformation. “Low efficiency, lengthy business processes, and limited supply chain transparency were key hurdles we needed to overcome,” Xia explained.
Through its digitalisation initiatives, Unitex introduced a Freight Rates Digitalisation Platform, which automates pricing and quoting processes. Previously reliant on manual systems like email and instant messaging, the company now provides real-time, accurate freight charges through an automated platform. “With this system, we’ve significantly reduced errors and improved response times, ensuring customers receive timely and precise information,” Xia said.
Enhancing efficiency and transparency
Unitex’s O2O strategy integrates key digital tools to optimise both customer-facing and internal operations. The Freight Rate Online Platform allows customers to calculate charges based on parameters like origin, destination, cargo type, and weight. This automation has not only streamlined pricing but also ensured transparency, a crucial factor in building customer trust.
The company’s Intelligent Chatbot offers 24/7 support, handling queries related to freight rates, transit times, tracking, and packaging requirements. “The chatbot is more than a convenience—it’s a critical tool for enhancing customer experience and gathering feedback to improve our services,” Xia emphasised.
To ensure seamless implementation, Unitex has invested in integrating its systems with WeChat Work, enabling smooth communication between teams and customers. This alignment of digital and physical processes embodies the essence of the O2O model.
Implementation challenges
While the benefits of O2O integration are clear, the path to implementation has not been without obstacles. Xia acknowledged hurdles such as customer adoption, aligning online and offline pricing, and training staff to adapt to new technologies. “Investing in technological infrastructure and upskilling our workforce have been critical steps in addressing these challenges,” she noted.
“Digital transformation is an investment in the future. The initial costs are outweighed by the long-term benefits of increased efficiency, customer retention, and scalability,” Xia explained.
Transforming freight forwarding
With a strong focus on innovation and customer-centric solutions, Unitex Logistics is setting a benchmark in the freight forwarding industry. By implementing O2O strategies, the company is not only addressing current inefficiencies but also future-proofing its operations.
“The freight forwarding industry must evolve to keep pace with the demands of a digital economy,” Xia concluded. “At Unitex, we’re not just adopting new technologies—we’re creating a blueprint for the future of logistics.”
As Xia aptly summarized, “In logistics, the future belongs to those who can seamlessly connect the digital and physical worlds.”
