“Retailers need more
velocity, speed, options and
information in real time,”
remarks Brian Bourke, Vice
President of Marketing at SEKO
Logistics, a logistics fi rm that
has as a strong focus on the
e-commerce sector. “Fulfi lling
means same day order
processing. That’s easier said
than done. You have to get on
board and integrate quicker
with your logistics partners.”
Web considerations
E-commerce is also bringing
up categories of new players
for logistics providers to deal
with. Last November, SEKO
teamed up with ShipStation,
a provider of Web-based
shipping solutions for online
merchants that helps them
import, organise, process and
ship orders quickly and easily
from any Web browser. The
partnership gave SEKO access
to a host of shippers, shopping
carts and marketplaces, while
ShipStation gained another
logistics provider. It was a
mutually benefi cial move.
“It’s an opportunity for
ShipStation to give them a
better solution to places like
Australia,” explains Bourke of
the initiative.
Earlier this year SEKO
extended its reach through a
strategic partnership with the
Easyship technology platform,
which provides merchants
with cloud-based shipping
software for global selling.
It enables stores to print
labels, automate international
paperwork (like customs
documentation, dynamic
tax and duties calculation)
at check-out and displays
real-time courier rates. By
hooking up to Easyship, SEKO
immediately gained access
to over 40,000 retailers and
e-tailers using the platform.
The logistics fi rm’s
management had decided to
partner with big e-commerce
platforms to facilitate the
integration of its solutions and
scale faster by eliminating the
need for system integration
with lots of different retailers.
“This is a new environment
where technology and
platforms become increasingly
important,” comments Bourke,
adding that engaging with
them takes as much time
and effort as with individual
shippers.
Moreover, these platforms
are more likely to shift the
proverbial goal posts.
“Platforms are more
innovative. It is incumbent
upon us to present cases and
solutions,” Bourke admits.
“Future alliances are going
to be around platforms,” agrees
Ram Menen, the retired Head
of Cargo at Emirates Airlines.
Opportunities abounding
Singapore Airlines sees
juicy opportunities down
this particular avenue. Last
year it announced plans to
collaborate with Cainiao
Network, the logistics arm
of Alibaba Group, to build a
global smart logistics network
that can deliver goods across
China within 24 hours – and
globally within 72 hours. In
addition, the carrier intends
to tap into Alibaba’s digital
networks to boost its share of
the travel market in China.
Other interfaces are
emerging in the growing
e-commerce arena. Canada
Worldwide, which markets
the capacity of the large parcel
carriers to SME shippers, has
targeted the e-commerce
sector with an online shipping
solution under the eShipper
moniker. This drive has led
the company to engage with
fi rms that have sprung up at
the seams of e-commerce, such
as a Canadian start-up that has
developed route optimisation
software for crowd-sourced
drivers. Together, they are
preparing to offer the product
in the Greater Toronto
Area, Canada’s largest urban
conurbation with a population
of over 6.1m people, for fi nal
mile activity.
The emerging landscape is
also forcing logistics providers
to align themselves with
partners to meet merchants’
requirements. “Nobody can
do it on his own anymore.
You do need an ecosystem,”
stresses Bourke.
By the same token,
customers fi nd that single
players are unlikely to meet
the full gamut of their
requirements. “Single sourcing
for parcels may not be the best
solution anymore,” he adds
cautiously.
Canada Worldwide is
spending a lot of time on
educating shippers. For aspects
beyond its own expertise,
such as packaging options or
customs brokerage issues, it
brings in specialists from these
arenas to provide insights
to its customers. “There is
no revenue for us, but it’s
important for the customer,”
says Mo Datoo, Director of
Strategy & Planning.
Finishing that fi nal mile
A lot of the push for alliances
targets the fi nal mile segment,
where most logistics providers
face considerable challenges.
Menen points to the efforts
of some airlines to go directly
Retailers need
more velocity,
speed, options and
information in real
time
Brian Bourke, VP of Marketing
SEKO Logistics
www.airlogisticsinternational.com December 2019 45
/www.airlogisticsinternational.com