Mark Solomon joined DC VELOCITY as senior editor in August 2008, and was promoted to his current position on January 1, 2015. He has spent more than 30 years in the transportation, logistics and supply chain management fields as a journalist and public relations professional. From 1989 to 1994, he worked in Washington as a reporter for the Journal of Commerce, covering the aviation and trucking industries, the Department of Transportation, Congress and the U.S. Supreme Court. Prior to that, he worked for Traffic World for seven years in a similar role. From 1994 to 2008, Mr. Solomon ran Media-Based Solutions, a public relations firm based in Atlanta. He graduated in 1978 with a B.A. in journalism from The American University in Washington, D.C.
For nearly 25 years, Transplace, a third-party logistics service provider (3PL) based in the Dallas suburb of Frisco, Texas, has carved out a successful living in North America. Transplace's home market remains robust, with at least five years of abundant opportunities left to it, said Frank McGuigan, the company's president and chief operating officer.
Yet when the privately held company looked for a new owner after its private equity fund parent made plans to sell, it had more than North America on its mind. Transplace wanted a buyer to have a global network should it decide to expand beyond North America, a scenario that Transplace has discussed with many customers who want it to go global, McGuigan said.
In mid-August, Transplace's parent, Greenbriar Capital, sold it to private equity behemoth TPG, a $73 billion company with 16 offices worldwide. Transplace will leverage TPG's capital and footprint to make selective acquisitions, though McGuigan said there is no concrete plan for the company to make international deals.
Two years before, the transport and logistics services powerhouse XPO Logistics Inc. pursued Jacobson Cos., a U.S.-based contract logistics, transport management, and packaging company, but lost out to French trucking and logistics company Norbert Dentressangle S.A. XPO Chairman and Chief Executive Officer Brad Jacobs knew little or nothing about the company that had prevailed over his. "I had trouble even pronouncing it at first," he said.
However, as Jacobs analyzed Dentressangle's business, he realized the two companies were mirror images of each other. Less than a year later, Greenwich, Conn.-based XPO acquired Lyon-based Dentressangle in a $3.5 billion deal that would become the springboard for XPO's European expansion. Today, the company operates in 31 countries and is plotting additional overseas moves by leveraging an $8 billion war chest generated from a recent secondary equity offering.
Jacobs said XPO would have eventually gone global because its multinational customer base would have demanded it. But those plans weren't on the drawing board in mid-2015. The Dentressangle deal was "completely opportunistic," he said.
THERE FOR THE TAKING?
Not every U.S. 3PL has access to private equity as Transplace does or deep internal resources like XPO's. Nor is every 3PL like giant C.H. Robinson Worldwide Inc., which in 2012 acquired Phoenix International, an international freight forwarder and customs broker, for $635 million—a move that overnight more than doubled the revenue of Robinson's global forwarding unit—and then followed it up last year by buying Australian 3PL APC Logistics for $225 million.
Yet that shouldn't stop 3PLs of all sizes from casting their nets outside the U.S., because that's where the growth is, according to Evan Armstrong, president of consultancy Armstrong & Associates Inc. According to Armstrong data, China, India, Russia, and the Asia-Pacific will generates the highest growth rates for 3PL services from 2016 through 2022, expanding at an annual compound rate of 8 percent a year during that time. By contrast, the North American market is projected to grow by 5.2 percent a year through 2022, Armstrong said.
As Asian consumers accumulate wealth and increase their consumption, services are shifting to support intraregional ground distribution and away from export-related activity, Armstrong said. "3PLs providing value-added warehousing and distribution, and cross-border transportation management services in these countries are experiencing significant growth," he wrote in a note.
Another reason to go abroad is that expansion-minded customers will want their service partners to be in as many markets as possible, Jacobs said. Large global accounts will, almost by definition, be off-limits to providers whose geographies don't align with their clients', he added.
U.S. firms not operating outside North America "should listen to their customers and find ways to leverage operational strengths" to enlarge their footprint, Armstrong urged. That will usually mean an acquisition versus organic growth, he said.
That is all very well, but for small to mid-sized U.S. 3PLs with champagne tastes and (perhaps) beer budgets, jumping into global markets presents a bevy of challenges. Unlike the homogeneity of U.S. commerce, working in global markets means multiple customs borders, languages, cultures, and currencies.
Going abroad also means butting heads with a raft of seasoned competitors. For example, European-based 3PLs like Panalpina, DHL Global Forwarding, Kuehne + Nagel, Schenker, and Ceva Logistics have decades of experience serving global markets and have the resources to go, without much friction, where customer demand takes them.
U.S. 3PLs should also know that while Europe's transport and distribution infrastructure is more unified than ever, there are still differences among the continent's trading partners that could affect operations, said Alex LeRoy, a 3PL analyst for Transport Intelligence, a U.K. consultancy. LeRoy said the European 3PL market may be too established and saturated for U.S. firms to break into and advised them to focus on the Asia-Pacific marketplace, which is not nearly as mature and where the growth rates are "so inviting that you can't ignore it."
HELP ON THE GROUND
To ease their way into unfamiliar markets, 3PLs sometimes turn to outside help. Matson Logistics, the North American 3PL unit of liner company Matson Shipping, will often enter international markets through a relationship with a local agent with existing operations, said Jeffrey Ivinski, director of supply chain marketing and sales for the Concord, Calif.-based company. Once Matson Logistics gains experience and volume with a market, it may look to structure its own entity and on-the-ground presence in that location, Ivinski said.
Using an agent appears a prudent step for a newcomer, but it carries its own risks, according to Mike Short, president of C.H. Robinson's global forwarding unit. Because most agents don't work exclusively for one 3PL, a company entering a market is not going to be the agent's sole focus, Short said. Without a commitment to exclusivity on an agent's part, a 3PL without a physical presence in a foreign land may not have the visibility into its business there that it needs, Short said.
The arena of customs compliance, where failure to meet complex and precise government requirements can result in hefty penalties and delayed shipments, is where agents can stumble, Short said. Ongoing training and education is essential for proper compliance, yet agents cannot devote their full training efforts to one 3PL, according to Short. Robinson employs a staff of 80 full-time compliance educators and trainers, backed by a team of auditors, Short said. This gives Robinson the "boots on the ground" needed to facilitate the penetration of overseas markets, he said.
Jacobs of XPO said a U.S. 3PL seeking to go abroad should be led by executives seasoned in the ways of global commerce. This is an important step to developing a "global approach" that promotes the concept of a single brand that's bringing a coherent message to market, which is why XPO is unlikely to seek out agents as it expands its international presence, according to Jacobs.
A guiding principle for 3PLs to follow is to apply overseas the unique capabilities that made them competitive in the U.S., said Paul Man, head of North Asia for APL Logistics, a Singapore-based 3PL that has served the U.S. since 1980. Man said 3PLs will need to properly segment their market and then deliver value-added solutions to appeal to a new customer base. That may sound like 3PL 101, yet it's a universal philosophy that is likely to work in any geography.
Robotic technology has been sweeping through warehouses nationwide as companies seek to automate repetitive tasks in a bid to speed operations and free up human labor for other activities. Many of those implementations have been focused on picking tasks, a trend driven largely by the need to fill accelerating e-commerce orders. But as the robotic-picking market matures and e-commerce growth levels off, the robotic revolution is shifting behind the picking lines, with many companies investing in pallet-handling robots as a way to keep efficiency gains coming.
“Earlier in this decade and the previous decade, we [saw] a lot of [material handling] transformation around e-commerce and the handling of goods to order,” explains Josh Kivenko, chief marketing officer and senior vice president at Vecna Robotics, which provides autonomous mobile robots (AMRs) for pallet handling and logistics operations. “Now we’re talking about pallets—moving material in bulk behind that line.”
Kivenko explains that whether items are being packaged and shipped directly to a customer’s home address or moved as finished goods to a shipping bay for store delivery, those items are first moved in bulk in some way, often by human hands and with human-operated equipment. He describes warehouses as chaotic environments in which humans move pallets and cartons in multiple ways—up and down, side to side, from receiving to storage, from storage to shipping, or via cross-docking. Automation can help bring order to that chaos.
“What we’re trying to do is relieve some of the pressure [on the] humans [doing] this work,” Kivenko says of companies that develop pallet-handling robotic technologies. “At the end of the day, we’re trying to automate some of those flows, relieve labor pressure, save costs, and keep the goods flowing.”
But automated pallet handling isn’t right for every situation, so it’s important to understand the warehouse conditions required and the protocols and best practices needed to make it a win. Here are some guidelines for applying pallet-handling robots and gaining the most from your investment.
FIRST, UNDERSTAND THE TECHNOLOGY
Pallet-handling robots fall into four general categories, explains Rich O’Connor, vice president of storage and automation for Raymond West Group, a business unit of lift truck manufacturer The Raymond Corp. They include:
Palletizing/depalletizing robots, which are used to load or unload items onto and off of pallets, usually with the use of a robotic arm for picking and placing. Today, these systems are being increasingly integrated with automated storage and retrieval systems (AS/RS) to further streamline pallet handling in the warehouse, O’Connor explains.
Autonomous guided vehicles (AGVs) and autonomous mobile robots (AMRs), which are used to transport pallets within the warehouse. Often outfitted with lift decks or conveyors, or designed to tug or tow items, these robots move pallets from point A to B within a facility. AGVs, which often follow a marked guide-path or wire in the floor, have been around for many years, but the advent of high-performance guidance and vision systems is allowing them more flexibility today, O’Connor says. AMRs are self-guided vehicles that use software and sensors to navigate their way through the warehouse.
Forklift AGVs and AMRs, which can move products both horizontally, from place to place, and vertically, into and out of storage racks. They come in various styles—including stackers, counterbalanced trucks, reach trucks, and even very narrow aisle (VNA) vehicles for use in densely packed warehouses. These vehicles are more complex than those used only for horizontal transport, O’Connor explains. They must be “highly integrated” into the facility’s warehouse management system (WMS) or warehouse execution system (WES) so that they know precisely where to retrieve and deliver pallets within the facility.
Robotic pallet shuttles, which move pallets into, out of, and within dense storage racking. The Raymond Corp. describes such a system as “a standalone, automated deep-lane pallet storage system that utilizes self-powered shuttle carriages to move pallets toward the back or front in a racking channel. Shuttles are motor driven and travel along rails within a storage lane.”
O’Connor and others say that no matter which of these technologies you’re investing in, it’s important to remember that they are all part of a larger system designed to optimize operations throughout the warehouse.
“The expanding role of all these different styles working together is what’s amazing today,” O’Connor says.
SECOND, ENSURE THE TECHNOLOGY IS A FIT
Kivenko, of Vecna, also emphasizes the importance of pallet-handling robots working in concert, particularly AMRs and AGVs.
“The magic isn’t just that the robots are autonomous and driving by themselves. The magic is multiple robots—when you have a [whole integrated] system [in place],” he says. “[It’s] how the fleet operates autonomously and optimizes itself for continuous improvement. That’s where the exponential gains are. [It’s] not just about automating what a worker does; it’s about automating a system.”
But you can’t install these systems in just any warehouse and expect magic. Kivenko and others point to certain conditions that enable the best robotic pallet-handling outcomes, especially when it comes to transportation-based and forklift-type AMRs and AGVs.
“The robots that I sell are large-load machines with very expensive technology,” Kivenko explains. “They move material, generally, in larger facilities. And in order for them to produce a return [on investment]—because that’s the name of the game here—they have to be higher-velocity facilities.”
He says pallet-handling robots work best in large facilities running multiple shifts, usually more than five days a week. Wider aisles allow the equipment to move more freely through the facility and at higher speeds, to optimize efficiency and productivity. Strong Wi-Fi networks and clean, dry environments also help keep equipment running at top performance.
O’Connor agrees that pallet-handling robots are best suited to facilities with multishift operations, where they can ease labor constraints and boost productivity. And he says many customers are willing to extend the typical two- to three-year ROI period to five years in order to achieve those gains. But there is even more to it than that. O’Connor’s colleague John Rosenberger says customers must first step back and analyze their processes to ensure that, even if they have the right facility for pallet-handling AMRs or AGVs, they are moving material in the most efficient way to begin with.
“Many times, we find that the processes in place [are inefficient],” says Rosenberger, who is director of iWarehouse Gateway and global telematics for The Raymond Corp. He emphasizes the importance of analyzing existing data—from an equipment telematics system or similar—to determine the best path toward automation.
“Do you have congestion zones now?” he asks. “They’ll still exist if you automate [those processes exactly].”
THIRD, MAKE SIMPLICITY A PRIORITY
Another basic rule of thumb when implementing pallet-handling robotics: Keep it simple.
Andy Lockhart, director of strategic engagement for global warehouse and logistics process automation company Vanderlande, says that when designing a pallet-handling robotics system, “you want to minimize the processes you [automate]. When you can create [an automated system] that focuses on one task—for example, AMRs delivering pallets from a high-bay [storage rack] directly to the palletizing cell—you can do that efficiently and effectively. When you ask the AMR to do this and this and this … you are adding risk of failure.”
Lockhart’s colleague Jake Heldenberg advises customers to first test their target processes via pilot programs within the warehouse or DC. Heldenberg is Vanderlande’s head of solution design, warehousing, North America.
“If AGVs or AMRs for pallet handling are interesting [to a customer], the best thing to do is pilot one or two in an existing DC,” he says, explaining that the process can help companies troubleshoot, understand integration timelines, and gauge ROI. But pilot programs can add expense to a project, making it unaffordable for some.
“If that’s the case, then the best advice is work with a vendor who has experience integrating [the technology],” Heldenberg says. “Use their experience to benefit your business. You won’t have the same hiccups and challenges you would with a less-experienced vendor.”
Jeremy Van Puffelen grew up in a family-owned contract warehousing business and is now president of that firm, Prism Logistics. As a third-party logistics service provider (3PL), Prism operates a network of more than 2 million square feet of warehouse space in Northern California, serving clients in the consumer packaged goods (CPG), food and beverage, retail, and manufacturing sectors.
During his 21 years working at the family firm, Van Puffelen has taken on many of the jobs that are part of running a warehousing business, including custodial functions, operations, facilities management, business development, customer service, executive leadership, and team building. Since 2021, he has also served on the board of directors of the International Warehouse Logistics Association (IWLA), a trade organization for contract warehousing and logistics service providers.
Q: How would you describe the current state of the contract warehouse industry?
A: I think the current state of the industry is strong. For those that have been focused on building good client relationships over the years, I think it’s a really exciting time. Coming out of all the challenges of the past few years, I think there’s a lot of opportunity for growth and deeper partnerships. It’s fun to see the automation and AI (artificial intelligence) integration starting to evolve [in a way that’s] similar to what we saw with WMS (warehouse management systems) in the early 2000s.
Q: You are now president of your family firm. Is it an advantage having grown up in the business as opposed to working elsewhere?
A: I definitely believe it was an advantage growing up in the business. Whether it’s working with family or someone else in the industry, there’s always an advantage when you have mentors[to guide] you. I’ve been blessed to have several mentors, some in the industry, others just in life, and I’m thankful that they were willing to mentor me and that I was willing to listen to them.
Q: What are the biggest challenges currently facing 3PLs, and how are you addressing them?
A: Labor and legislation are both tough right now. The two seem to have a lot to do with each other, and it can make it tough to find and retain people. So I think we’ll see more and more automation of processes industrywide.
Q: Third-party service providers often must handle a wide variety of products for a lot of different clients. Does this variety make it difficult to invest in automation and other new technologies?
A: It can make things more difficult when looking at certain automation, but it’s in the “difficult” that a lot of opportunities lie. It would be tough to find a single solution that fits every client’s needs, but there are always opportunities to improve in certain areas. It just takes a bit of vision and commitment, and a willingness to invest in your own long-term success.
Q: As a 3PL, what do you look for when selecting the clients you work with?
A: Quality relationships that will last a long time. When both parties are happy and working together in the same direction, everyone wins.
Q: You’ve been a board member of the International Warehouse Logistics Association since 2021. Why is your involvement with this organization important to you?
A: I think it’s important to understand what’s happening in the industry. IWLA is a great resource for staying up to date and getting a solid education when it comes to the latest logistics trends. I also think it’s important to give back and pass along what we’ve learned to those just getting started in the business. As important as it is to have a mentor, it’s just as important to mentor and help others.
“While there have been some signs of tightening in consumer spending, September’s numbers show consumers are willing to spend where they see value,” NRF Chief Economist Jack Kleinhenz said in a release. “September sales come amid the recent trend of payroll gains and other positive economic signs. Clearly, consumers continue to carry the economy, and conditions for the retail sector remain favorable as we move into the holiday season.”
The Census Bureau said overall retail sales in September were up 0.4% seasonally adjusted month over month and up 1.7% unadjusted year over year. That compared with increases of 0.1% month over month and 2.2% year over year in August.
Likewise, September’s core retail sales as defined by NRF — based on the Census data but excluding automobile dealers, gasoline stations and restaurants — were up 0.7% seasonally adjusted month over month and up 2.4% unadjusted year over year. NRF is now forecasting that 2024 holiday sales will increase between 2.5% and 3.5% over the same time last year.
Despite those upward trends, consumer resilience isn’t a free pass for retailers to underinvest in their stores by overlooking labor, customer experience tech, or digital transformation, several analysts warned.
"The 2024 holiday season offers more ‘normalcy’ for retailers with inflation cooling. Still, there is no doubt that consumers continue to seek value. Promotions in general will play a larger role in the 2024 holiday season. Retailers are dealing with shrinking shopper loyalties, a larger number of competitors across more channels – and, of course, a more dynamic landscape where prices are shifting more frequently to win over consumers who are looking for great deals,” Matt Pavich, senior director of strategy & innovation at pricing optimization solutions provider Revionics, said in an email.
Nikki Baird, VP of strategy & product at retail technology company Aptos, likewise said that retailers need to keep their focus on improving their value proposition and customer experience. “Retailers aren’t just competing with other retailers when it comes to consumers’ discretionary spending. If consumers feel like the shopping experience isn’t worth their time and effort, they are going to spend their money elsewhere. A trip to Italy, a dinner out, catching the latest Blake Lively and Ryan Reynolds films — there is no shortage of ways that consumers can spend their discretionary dollars,” she said.
Editor's note:This article was revised on October 18 to correct the attribution for a quote to Matt Pavich instead of Nikki Baird.
A real-time business is one that uses trusted, real-time data to enable people and systems to make real-time decisions, Peter Weill, the chairman of MIT’s Center for Information Systems Research (CISR), said at the “IFS Unleashed” show in Orlando.
By adopting that strategy, they gain three major capabilities, he said in a session titled “Becoming a Real-Time Business: Unlocking the Transformative Power of Digital, Data, and AI.” They are:
business model agility without needing a change management program to implement it
seamless digital customer journeys via self-service, automated, or assisted multi-product, multichannel experiences
thoughtful employee experiences enabled by technology empowered teams
And according to Weill, MIT’s studies show that adopting that real-time data stance is not restricted just to digital or tech-native businesses. Rather, it can produce successful results for companies in any sector that are able to apply the approach better than their immediate competitors.
“ExxonMobil is uniquely placed to understand the biggest opportunities in improving energy supply chains, from more accurate sales and operations planning, increased agility in field operations, effective management of enormous transportation networks and adapting quickly to complex regulatory environments,” John Sicard, Kinaxis CEO, said in a release.
Specifically, Kinaxis and ExxonMobil said they will focus on a supply and demand planning solution for the complicated fuel commodities market which has no industry-wide standard and which relies heavily on spreadsheets and other manual methods. The solution will enable integrated refinery-to-customer planning with timely data for the most accurate supply/demand planning, balancing and signaling.
The benefits of that approach could include automated data visibility, improved inventory management and terminal replenishment, and enhanced supply scenario planning that are expected to enable arbitrage opportunities and decrease supply costs.
And in the chemicals and lubricants space, the companies are developing an advanced planning solution that provides manufacturing and logistics constraints management coupled with scenario modelling and evaluation.
“Last year, we brought together all ExxonMobil supply chain activities and expertise into one centralized organization, creating one of the largest supply chain operations in the world, and through this identified critical solution gaps to enable our businesses to capture additional value,” said Staale Gjervik, supply chain president, ExxonMobil Global Services Company. “Collaborating with Kinaxis, a leading supply chain technology provider, is instrumental in providing solutions for a large and complex business like ours.”