There are four trends that logistics companies must follow to stay competitive in 2017, according to Minneapolis-based supply chain software provider HighJump Software Inc.

In order to meet customer demands for simpler, faster, and more profitable delivery of goods, supply chain firms must apply digital transformation to their logistics processes, HighJump executives said Monday at the firm's Elevate user conference in Orlando, Fla.

Simply turning manual processes into digital workflow is not enough to reap the rewards of the strategy, however, HighJump Chief Strategy Officer Ross Elliott said in a release. A complete digital solution should enhance supply chain workflows with four specific business properties, Elliott said.

HighJump's four trends include:

• Human design Solutions should cater to the user. Choose apps, software, and devices that eliminate workflow complexities and increase productivity by providing the look and feel of consumer-grade devices.
• Actionable analytics Move beyond basic batch analytics reports. Select tools that sort through big data and provide clear insight on how to enhance processes.
• Unified commerce There is no single path to providing the personalized experience that customers demand when ordering goods. Find solutions that integrate with other tools to assure your staff always has the information available to deliver the quality experience customers expect.
• Smart devices Seek out devices that offer the latest features—such as voice control and chatbots—to automate time-consuming data entry and searches.

HighJump currently supports these four approaches with its existing line of solutions, and plans to expand those offerings with a series of launches planned for later this year, Elliott said.