Staying ahead in the evolving the freight industry means embracing adaptability, technological advancement, and strategic collaboration, industry executives said at a supply chain summit hosted by 3PL company Jarrett.
In the truckload industry, as companies grapple with the freight recession and its impacts, the biggest challenge is “being comfortable with the uncomfortable,” said Dana Lentz, senior vice president of customer solutions at Bennett Family of Companies.
When market conditions and fluctuating capacities shape daily operations, Lentz underscored that building strategic alliances, rather than purely transactional relationships, drives long-term volume growth.
“As we face the inevitable future, we can’t let it be a lost art to forge those strategic relationships," Lentz said, "because, in our experience, what comes with those relationships is solutions."
The company is focused on controlling what is manageable, he said, which is relationships and clarity in communications, to navigate the volatile landscape effectively.
Mark Hamblin, vice president of sales at Saia (CCJ Top 250, No. 19), agreed, saying that adjusting and adapting to changes in the industry is crucial.
“The challenges you had a couple of years ago are totally different. And if you don’t change or adjust, you won’t do well,” said Hamblin.
Hamblin stressed that understanding and responding to data, especially regarding packaging and cost control, is vital to remain competitive.
Steve Fodor, founder and CEO at Customs, Services & Solutions, also noted that challenging months have been marked by uncertainty due to fluctuating tariffs, trade agreements and regulatory fluidity.
[RELATED: OEMs file lawsuit over 'backdoor' enforcement of banned CARB regs]
"The rules are kind of fluid right now," he said, adding he's had customers use ChatGPT or similar AI platforms to try to determine their landed cost.
Fodor emphasized the importance of proactive communication with customs brokers to interpret rapidly changing rules and turn challenges into strategic opportunities. “It’s a good time to talk to your broker," he said. "Open that line of communication. Take those steps of due diligence. We’re here to help.”
The need for diversification
For the parcel industry, Robert Pursuit, senior director of business development at ShipMatrix, pointed out the shifting environment, noting that giants like UPS (No. 2) and FedEx (No. 1) are adjusting their strategies, focusing more on healthcare and B2B segments, while shrinking their B2C footprint.
With climbing rates and new surcharges, Pursuit said shippers must vigilantly analyze and adapt data to manage costs effectively.
The emergence of new entrants, including gig economy players like DoorDash and multiple carriers offering specialized or alternative options enhances bargaining power, Pursuit said, but also emphasizes the importance of strategic planning.
Data visibility and technology integration
Mike Jarrett, president and CEO at Jarrett, addressed the complexity of integrating technology and resource constraints by mid-sized to large companies.
The key to competitive advantage, he said, lies in holistic data-enriched optimization rather than cost-cutting.
Panelists reiterated the importance of data visibility, real-time analytics, and predictive technology as fundamental tools to navigate volatility, control costs, and avoid surprises such as unexpected charges or rate hikes.
