Agility and flexibility are essential in today’s logistics landscape, particularly when it comes to staying ahead of industry trends while maintaining a strong alignment with clients.

By understanding their strategic and business goals, logistics providers can tailor solutions that not only address immediate needs but also complement broader procurement strategies and ensure effective communication.

This holistic approach helps coordinate all aspects of the supply chain, ensuring alignment with client objectives and enabling rapid problem-solving when challenges arise.

In this environment, technology plays an increasingly vital role, especially in maintaining visibility and communication between logistics providers and their clients.

“While human expertise remains a cornerstone of the industry, digital tools such as real-time tracking systems have proven invaluable. For example, a platform like Compass offers customers live updates on shipments, whether on vessels or planes, enabling quick responses in the face of disruptions,” Louis Perrin, Director of Hemisphere Freight, stated.

“During the Suez Canal blockage, for instance, customers could see exactly where their shipments were, facilitating immediate communication and decision-making to mitigate delays.

“With the growing integration of AI, logistics providers will be able to analyse situations more efficiently and suggest adaptive solutions, further enhancing the industry’s agility in meeting client needs.

Knowledge breeds efficiency

In airfreight, quick turnarounds hinge on experience, swift reactions, and constant interaction. Success in this environment relies on the basics: knowing what you’re doing, being available when needed, and responding rapidly to changing situations.

While technology plays an increasing role, especially in tracking shipments, it cannot replace the human expertise required to act on the information it provides. The logistics industry, especially freight forwarding, often gets criticised for being traditional, but many argue that its people-centric approach is its strength. The old-fashioned methods of communication, relationship-building, and problem-solving remain crucial in ensuring smooth operations.

“Technology, like real-time tracking systems, offers significant advantages, but it is not yet fully capable of predictive problem-solving in airfreight. AI can provide some solutions, but the industry still relies on specialists who use their experience and intuition to assess the best course of action. For instance, while tracking technology offers visibility, it’s often only 80 percent accurate, which leaves gaps that require human oversight. In airfreight, where speed is critical, these gaps in accuracy mean that technology alone cannot ensure smooth operations,” Mark Billany, Hemisphere Freight’s General Manager (Heathrow), explained.

Sustainable actions

Sustainability is a more regular conversation with larger, blue-chip companies. These businesses are legally obligated to track and reduce their carbon emissions, and they demand carbon reporting and a clear sustainability roadmap from their logistics partners.

For these customers, it’s not about greenwashing; it’s about having concrete, measurable actions. In response, companies are taking steps to reduce their environmental impact, such as investing in carbon-neutral warehouses and using electric handling equipment instead of gas-powered forklifts.

However, the focus on sustainability is not as prevalent across all customer segments. Smaller or mid-sized companies may still be in the early stages of their sustainability journeys, with many simply wanting to see certifications like ISO 14001 or other sustainability accreditations. On the other end of the spectrum, there are customers who show little interest in sustainability at all, as long as their cargo is delivered on time and under budget.

“While sustainability is gaining traction in the logistics sector, its importance and implementation vary widely across different clients. Airfreight, by nature, involves long-distance travel and significant fuel consumption, which makes it challenging to align with sustainability goals,” Billany highlighted.

“While some customers may appreciate initiatives like carbon offsetting programs, such as planting trees in exchange for airfreight shipments, others prioritise cost and speed over sustainability at this time,” Perrin agreed.