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How do successful last-mile carriers continually bring in new customers? How do they attract hot leads and turn warm ones into business? By making the most of the digital marketing tools that fuel business growth in today’s marketplace.
“Thinking Outside the Box” recently interviewed Tom Lickliter, senior web strategist at AnchorWave Digital Marketing Agency. The company has played a critical part in the growth of many companies in the last-mile space. Here’s what Tom told us about making the most of today’s digital marketing tools.
Your website is your salesperson online. It’s out there working for you 24/7, 365 days. It needs to be a conversion engine. By that, I mean it needs to get people to take action when they get there.
Your website needs to speak to your audience and have clear value propositions. It should have a page that says, “Why choose us?” It needs to tell the visitor why you’re different. Don’t make the visitor think. When they land on your website, tell them exactly why you’re the company they should be working with. That’s your value proposition.
You need to identify your buyers. For those in the last mile, you must speak to those who can hire you. Make sure your content is written for them and has clear calls to action. We know that 30% of website visitors are more likely to engage with a company if they feel that content is written for them. So, by identifying your buyers and writing content for them, you’ll get more interaction.
Good websites answer questions, overcome objections, and help eliminate limiting beliefs your potential buyers might have. You know what your prospective clients think, the questions they have, and the objections they have. Answer them. They will move on to the next website if you don’t answer their questions.
Also, make sure your site includes trust symbols. These are things like the logos of the professional association you’re a member of, like the CLDA, and logos that indicate what certifications and licensing your company has. These build authority in your industry, in your space, and on your site.
Your website needs to have analytics tracking so you can see what’s working and what needs to change. Analytics can tell you who’s going to your site. Where did your traffic come from? How long did they stay? What pages did they look at? That information is very valuable to identify so you know where the most engagement is happening on your site.
Analytics also allow you to retarget those who visit your site, spend some time there and leave. Retargeting is a valuable tool for capturing the people who visit your website, look around for a little while, and leave before they take action. People go to your sites for a reason. Even if they leave, chances are they still have that need. They are what we call a “warm audience.” If you
stay in front of them with paid ads, it will make an impact. That’s retargeting. You are putting an ad back out in front of that warm audience who went to your site.
Search engine optimization (SEO) is about letting your buyers find you online. Search engines like Google don’t look at a website like you and I do. What Google looks for on a website are clues. Google is all about answering people’s questions. Giving them what they are looking for. Those “clues” help it deliver what they are looking for. If they don’t find apparent clues like “delivery” and “final mile,” Google won’t deliver your site to those searching for a final-mile provider.
Making this happen is what digital marketing agencies like ours do. It’s not something an IT person can deliver. It’s often not a website builder. Digital marketing agencies do keyword research that helps them identify the terms your potential buyers are searching for. We’ll plug those all over your site so Google can see them. If someone is searching for something like “final mile delivery near me” and your site says final mile all over it or delivery services or those key search terms, Google will see that and deliver them to your site. That’s what search engine does.
Blogs accomplish more than you can imagine. One of the things that blogs accomplish is that they give valuable information to your website visitors. Blogs also help with your SEO. Suppose somebody is looking for a final-mile courier service. Google looks at those companies with the most information about that topic, and blogs are certainly a part of that.
You should put a new blog on your site at least once a month. If someone goes to your site and you haven’t done your blogs in six months or a year, it looks like you’re not an active business. Google also gives preference to websites that offer new information. It says to them yours in an active and thriving business.
Reviews are so critical. Statistics show that 97% of people search for business online, and 93% read reviews about that business. In fact, 87% of people surveyed say that they trust online reviews almost as much or as much as personal recommendations from people they know.
These days, complete strangers are helping us make our decisions. Reviews permeate every section of society. And don’t think it’s not important in your industry. I guarantee you it is. To get those reviews, you have to ask and make it easy for your customers to leave them.
When customers tell you how great they think you are, ask them to leave a review. Many will say yes and intend to do it. But they don’t. How can you change that? Make it easy for them. Ask them in an email or text. Put a QR code button on your website. Hand out little business cards with a code that brings them right to review sites. You need to ask. Ask frequently. Ask promptly, and then make it really easy.
You want reviews in what we in digital marketing call the Big Four—Google, Facebook, the Better Business Bureau and Yelp. Yes, Yelp. Yelpers love Yelp, especially those on the East and West Coasts. Yelp is extremely popular there. As you move towards the country’s center, Facebook is a good place. Once you have those reviews, publicize them on your site.
I want to talk about Google reviews. These are number one. If someone is searching for a business, they go to Google. Good Google reviews are positive social proof.
The sweet spot for reviews is between 4.3 and 4.9 stars. If you have 480 5-star reviews, it’s suspect. No one will believe you’ve never made somebody unhappy.
So, publicize those reviews and use them in your marketing material, your website, your printed material, and any other marketing you do. After you build that reputation, you’ll get mileage from the reviews.
Also, answering reviews is super important. If you get a negative review, you have absolutely 100% need to answer that review. And do it in a very upbeat, positive manner. Nobody wins an online public argument, so be sure you answer it correctly. Don’t forget to respond to positive reviews, too. Say, thank you. It goes a long way. Let’s say somebody searches for “Carriers near me,” and somebody leaves your review and says they’re the best carrier in the state. Google sees that, and it will impact their search engine optimization.
Social media is about building a business’s trust, credibility, and brand awareness. When I go to somebody’s website or Google page, I look for their Facebook and Instagram because I want to see if they are being social and contributing to the community.
That brings up the question of how often you should post. At a minimum, it should be every three days or so. When we do it for our clients, we post every other day, but that’s what we do. We also have clients who do their own because they have somebody in-house and do it every day.
Don’t get involved with social media if you aren’t committed to regular posts year-round. You can always tell the company that’s not committed to social because all their posts are in the summer. That’s because they had an intern summer who comes in, fires it up and then goes back to college in the fall without anyone keeping it up. It sends the wrong message if people see you haven’t posted in a while.
Google My Business is SEO 101. It’s the hot ticket in SEO. If you don’t remember anything from this post, remember that Google loves Google.
Let’s start with the basics: Your Google My Business profile gives your company’s name, address and phone number. It’s like the white pages in the old phonebook. Today, you also get what’s equivalent to a half-page color ad for free from Google. You can include a ton of information in those 750 words, like the products you offer and the industries you serve. Post pictures and geotag them so people know the areas you serve. You have 750 characters that identify what you do what you do for your clients and how you help them with their business. Make sure your content here is keyword-rich.
You can also post there, just like on your social media. We do it every week for our clients, and that content is keyword-rich, so Google sees that yours is an active and thriving business.
If you invest in digital marketing, you need to do it systematically. The foundation of everything you do online starts with three pieces: your Google My Business, reviews, and a professional website.
It’s all about creating visibility, building trust and providing ease of conversion. That’s what digital marketing can do for you. Suppose a prospect goes to your website and it looks strong, has excellent trust, symbols, credibility and authority, and sees authentic pictures and case studies. In that case, they say to themselves, “This is the carrier I need to talk to.”
All those pieces get potential buyers over the trust tipping point. The trust tipping point is a journey buyers go on when they are online, looking around for a product or service. When you develop that trust with the evidence they need, you build the foundation of trust that turns them from people searching for information to buyers.
Get your company a digital strategy tailored to create trust. First, put the foundations in place—your website, Google My Business and your reviews. Every pyramid needs a solid foundation. Build those up, and they will drive business to your bottom line.
March is Women’s History Month and a time to reflect on the bold, brilliant, and resilient women who have shaped industries, broken down barriers, and led with vision and purpose. Women have long been at the wheel in final mile logistics, navigating challenges, building businesses, transforming how deliveries are made and customers are served.
At CLDA, we are proud to recognize and celebrate the women shaping the future of our industry through leadership, innovation, and education. This year, Women’s History Month carries special significance for CLDA as we mark a milestone in our own leadership.
A Historic First for CLDA Leadership
We are honored to celebrate Lorena Camargo, Founder and CEO of PearlTrans Logistics, who will become the first Latina woman to lead CLDA when she assumes the presidency in 2026. A dynamic entrepreneur and industry trailblazer, Lorena deeply understands what it takes to grow a business in final mile delivery, advocates for industry growth, and leads with intention.
She is joined on the CLDA Board of Directors by two other outstanding women leaders: Ruth Correa, Owner and CEO of Cheetah Final Mile, and Roslyn Ellerbee, Founder and CEO of Express Errands and Courier. Together, these women are respected voices in logistics, each bringing expertise, insight, and a passion for mentorship to our association.
Behind the scenes, CLDA’s day-to-day operations are managed by an all-female staff team. They keep our events, communications, membership services, and advocacy initiatives running smoothly. This collective leadership at the board and staff level show that women are not just participating in final mile logistics but they are helping to shape the future.
Women in Final Mile: Driving Change and Innovation
From dispatch to delivery, operations to ownership, women are driving impact across the entire supply chain. Whether navigating the complex world of route optimization, running high-performing teams, or launching tech-enabled delivery services, women in final mile logistics are problem-solvers, innovators, and leaders.
While the logistics industry has historically been male-dominated, women continue to rise as business owners, executives, drivers, logistics coordinators, and supply chain strategists. Their contributions are expanding representation and transforming how the industry serves customers and adapts to change.
At CLDA, we believe that diverse leadership makes our industry stronger with women bringing fresh perspectives, operational excellence, and an unwavering commitment to our community. We aim to amplify their voices and create more opportunities for growth.
Building a More Inclusive Future
CLDA’s most recent data shows that the final mile industry remains approximately 76% male. This reflects the composition of the transportation and logistics industry but we see growing momentum and as an association, we’re committed to:
Celebrating the Women of CLDA and Beyond
This Women’s History Month, we celebrate the trailblazers who paved the way, the leaders moving the industry forward, and the rising stars who represent the future. From our board appointments to women-led courier businesses and the thousands of women working behind the scenes in final mile operations, your contributions are seen, valued, and celebrated.
We encourage our members to take this moment to recognize the women within your organizations, tell their stories, and lift up the next generation of leaders. The future is full of possibilities, and women like these are paving the way.
Here’s to the women delivering results, transforming businesses, and redefining leadership in final mile logistics today and in the future.
What technology advances are having the most significant impact on carriers delivering the last mile? How are route optimization, real-time tracking, and AI impacting this segment of the supply chain today? And what about tomorrow?
“Thinking Outside the Box” talked to two of the industry’s thought leaders, Nitin Gupta, CEO of Beans.ai, and Arthur Axelrad, CEO and Co-Founder of Dispatch Science, for their take. Here’s what they told us.
QUESTION: How have recent advances in route optimization helped last-mile providers?
Gupta: The most significant advancement in the last decade is that the data you can put into your route optimization systems has grown exponentially. Today, you can track your drivers and your vehicles in real-time. You can also track a lot more in real-time, from exact location breadcrumbs to the temperature inside your vehicles to delivery time windows, delivery policies, and live picture proof of deliveries. That data flows into your route optimization system, helping inform better decisions. In addition to the increasing labor and fuel costs, courier companies have also become much more cognizant of what their contracts with shippers should look like.
Route optimization helps carriers adapt as the flow of deliveries changes. Planning the day for a driver has always been a tedious process. Carriers would try to optimize the routes in the morning based on what they knew. But what would happen when an extra ten deliveries came in? In the past, trying to fit them in was manual work. Today, all that is automated. It happens within a few seconds, so the driver gets on the road quicker.
These systems also allow you to add extra stops, respond if a driver is running behind, or take action if a vehicle breaks down. Today’s route optimization systems can handle all those things, which wasn’t possible five years ago. This means that these systems have made operations much more efficient.
Route optimization has also significantly impacted carriers’ ability to make the most of drivers’ time. Much of what happens in the final-mile is manual work, and the cost is very high as a result. Let’s take California as an example. The minimum wage there is $18 an hour. That’s $0.30 a minute. So, if you’re wasting a minute of a driver’s time, that impacts a carrier’s margin for that delivery. So, route optimization can be the difference between running profitably and not. Companies like Beans.ai run powerful optimization algorithms to squeeze the maximum benefit out of their day.
Axelrad: Route optimization has evolved extensively in the past few years. In its early days, it was much more like an independent, stand-alone tool. Today, it’s tightly integrated and embedded into modern transportation management systems.
Nitin mentioned that there’s a ton of prep of planning and manual steps that used to bog down dispatchers and staff. That’s been drastically reduced or even eliminated by today’s systems. Route optimization is at the heart of modern cloud-based transportation management systems like ours. It’s a must-have for today’s couriers.
For courier companies, the benefits of route optimization, like Dispatch Science’s, go way past putting stops in the best sequence. It can take all of the orders and tell the carrier how many drivers they’ll need to win the day.
It can then tell when and where drivers should start and what time they should end. It can also account for specific pickup and delivery windows. If a driver breaks down or has to add a last-minute pickup, it can adjust accordingly.
It’s perpetual. It adjusts, reacts, and moves. It’s not a static one-time event. For courier companies, this means no more jumping through hoops to plan or worrying about formatting data manually. They don’t have to upload information to a third party, download it back, and inject it into their system.
Carriers no longer have to ignore the fact that the system doesn’t know about specific industry concepts like service levels, pickup and delivery windows, or parcel-specific information. Today’s systems tie all that together.
QUESTION: Talk more about real-time tracking
Axelrad: It’s all about efficiency. Nitin talked about real-time tracking. I want to build on that and discuss the impact on the last-mile. Recent advances mean that it’s about much more than just seeing the exact position of a shipment. We’re using geofencing to automatically send an alert when a driver arrives in a preset zone. This could allow a warehouse manager to know ahead of time that they need to clear the dock because the driver is about to arrive. It lets a recipient know that the driver is just minutes away or has arrived. It gives a shipper total visibility on the movement of their goods. Think about that impact on, for example, the life science delivery space. Real-time tracking could actually save lives here for those awaiting an organ transplant or life-saving medications. Knowing exactly when these deliveries will arrive has a dramatic impact.Â
The most critical decisions in the world are based on real-time tracking information. Recent advancements in real-time tracking have revolutionized the last-mile by allowing for unprecedented levels of transparency. And that’s what everybody’s come to expect these days. It’s not just about receiving that shipment. It’s about tracking where it’s been and knowing when it will arrive.
QUESTION: What is the impact of route optimization on pricing jobs?
Gupta: Delivery companies can use this technology to price jobs more intelligently. Better data is the key to answering RFPs or negotiating a contract with shippers. The system can consider more than just where the deliveries are going. It can consider the load size so the carrier knows how many drivers they’ll need to handle them. Our route optimization system looks at historical data and 75+ parameters to determine how many drivers are required and how much time they will spend on the road. That gives courier companies an estimate of what they can pay the drivers. Those calculations can consider fuel costs or the time and cost of charging if they use EVs. Then, the courier company can go to shippers and say, “This is my pricing based on this information.” These couriers can take the output from a model like ours and give it to the shippers, saying, “Here is the exact calculation of how we got to these numbers.” It lends transparency to the entire ecosystem, from the shipper to the carrier to the driver.
Carriers who use these systems have an advantage over their competitors.
 QUESTION: Let’s talk about AI and machine learning. How do recent advances here help carriers improve their jobs?
Axelrad: Today, carriers are using AI to analyze partial photos to detect if there’s damage to a delivery. In this scenario, AI can automatically alert staff and streamline the remediating process for that problem.
AI can also transform a handwritten label to make it more legible or enable virtual assistants to take phone orders. AI and machine learning are already helping to improve dispatch decisions. AI can learn by using past data, including data on actual load times and delivery coordinates. That information can be corrected in the real world and used to improve plans for delivery.Â
Gupta: AI has become a wide field in the last three years. Traditional AI has existed for about three decades. It was called machine learning, not AI. Around 2010, it started being called AI, and now it’s called generative AI, which is one facet of AI right now.
Today’s generative AI uses machine learning systems to make the system better. Machines can run the numbers but don’t necessarily arrive at optimal outcomes. For example, the system might tell a driver to deliver in a particular order. But the driver says, “I know better. I’m not going to follow that sequence. My experience tells me there’s a better way.” We’ve been humbled when drivers are more efficient by not following the model’s suggestions.  Mathematically, those models are correct, but on the ground, they may not be. Drivers have such local knowledge that they can move better. Machines don’t. A driver may know there’s a broken gate or a temporary detour because of construction. The machine doesn’t know that. Machine learning has allowed us to consider the driver’s past behaviors, combine them, and mirror what’s happening on the ground. The machine will make minor tweaks based on real-world experience to make the driver move more efficiently. It improves over time by taking into account drivers’ intuition. That’s a big part of AI today.
QUESTION: How does machine learning help with missed or incorrect deliveries?
Gupta: One of the biggest problems courier companies face is drivers dropping packages in the wrong place or in front of the wrong door. Traditional solutions have included geofencing, where the driver must be within 100 feet of the delivery location. But today, that’s not good enough.
At Beans.ai, we started with apartments. Everything is within 100 feet. So, drivers could drop things in front of the wrong door without the system being aware. We knew there had to be a better way, and machine learning helped us there. With machine learning, we can ensure that the driver puts it at the right door because it learns everything about that front door and the package. We lean heavily on the use of photos. We ask our Machine Learning models, “Do you see a package in that photo?” “Do you see the right barcode on that package?” “Do you see a door?” “Do you see a number on the door?” “Does that number match the input data?”  And our model gets trained on these questions with every picture that comes in. Now, after having seen two billion plus pictures, when the driver makes a delivery, our trained model can verify whether they were at the right door.Â
QUESTION: What’s next for AI for those in the last-mile?
Axelrad: AI agents. Think of an agent as a layer of technology that sits on top of what’s already out there. It could sit on top of your TMS, add current weather or traffic information into the mix in real time, and automatically take action. So, when a weather event happens, that AI agent could automatically connect to the weather bureau, get that information, connect to the TMS, and redirect a load or an entire route. This is not that far off. I expect it will happen by this time next year. Companies like Dispatch Science will be starting to introduce prototypes of this.
As AI advances, carriers will do more without adding more people. The reality is that the tools that are coming will enable courier companies to maximize the use of their personnel. Some tasks will be completely automated, allowing companies to reassign their people to different functions. For example, a company may not need as many customer service reps to take telephone orders because AI will make it possible for a customer to have a conversation with a human-sounding voice. They will tell the AI agent what they want to do, and it will take that order. That will allow the staff to focus on more complex and specialized tasks. Technology will handle anything repetitive, allowing humans to do what they do best.Â
Gupta: Yes, I foresee these tools creating better efficiency for carriers because systems will perform more complex tasks quicker. There will likely be huge leaps, especially when it comes to route optimization and planning. Optimizations will happen quicker. The processing units already coming into use can process millions of pieces of data, looking at all the possible solutions in seconds rather than minutes. That has enormous implications for cost. It’s going to make operations way more efficient for carriers. Couriers that start using machines the right way will survive in the market. They will have to because their competitors will be using these systems, and they will be super-efficient. Carriers will be performing much better in terms of efficiency. Ultimately, their margins will be better.
We’ve seen many logistics companies close down in the last three years. This is primarily due to carriers’ inability to meet their sales goals. They’re losing contracts faster than they can get them. Those who use technology effectively will retain the contracts for much longer because their service level requirements will be higher than the clients’.
Anyone who doesn’t use the right kind of AI and load optimization cannot survive in the market. It’s like bringing a knife to a gunfight. Â
Axelrad: Carriers have to be prepared to make the most of AI. They need to have a compatible framework. They need to have software that is modern enough to take advantage of AI. It must be cloud-based software with APIs and the type of connectivity and interconnectivity that AI needs to be efficient.
QUESTION: How does a carrier keep up with all these changes?
One way to keep up is to avoid falling too far behind. It’s much easier to take continuous little steps than to let yourself fall too far back and then have a big wall to climb. I would use the word “iterate.”  Make sure you’re checking and making technological improvements every month, every year, and moving forward. It’s like your house. If you maintain your home and do the maintenance and some renovations as you go, you won’t end up with a fossil.
It’s easier to keep up if you never get too far behind. It’s important to continuously look for the little things and the little steps that you can take to stay modern as a business. This means paying attention to what’s out there every month or every year and implementing little bits of technology as you move forward.
One of the best ways to keep up is to get involved with organizations like CLDA. That’s how you find out what’s new and get access to thought leadership in the business. It’s where companies can exchange information with colleagues and vendors. That’s how you stay current and find out how to make the best of the technological advances in our industry.
Some of the best logistics conferences might not even be on your radar but they are some of the best investments you can make in your business. Final mile logistics is a fast-growing sector, driven by e-commerce, shifting consumer demands, and technological advancements. Whether you’re a carrier, 3PL, shipper, or technology provider, attending industry-leading conferences can help you stay ahead, build valuable connections, and discover innovations shaping the future of last-mile delivery.
đź“Ť San Diego, CA | February 19-21, 2025
đź”— Register Now
If you’re in last-mile logistics, the Final Mile Forum (FMF) is the must-attend event of the year. Hosted by the Customized Logistics and Delivery Association (CLDA), FMF is the go-to conference for an unparalleled opportunity to gain the cutting-edge tools and invaluable resources necessary for driving growth and maximizing profitability. This annual gathering of industry leaders, innovators, and experts offers a unique platform for networking, knowledge sharing, and industry education. Don’t miss your chance to be part of an event that can transform your business.
✅ Unmatched Networking – Meet decision-makers from leading final mile logistics companies.
✅ Industry Insights – Stay ahead of regulatory changes, market trends, and innovation.
✅ New Business Growth – Explore strategic partnerships and revenue opportunities.
✅ Learn What Shippers Want – Hear directly from shippers on what they want from carriers and how you can gain their business.
✅ Technology Showcase – Discover the latest in route optimization, automation, and gig economy logistics.
If you’re looking to grow your final mile business and build industry connections, FMF should be your top priority. Join CLDA for member-discounted rates!
đź“Ť Philadelphia, PA | June 4-5, 2025
Home Delivery World focuses on the future of e-commerce logistics, final mile delivery, and urban fulfillment. This event brings together retailers, 3PLs, and technology providers to explore cost-effective, fast, and sustainable last-mile solutions.
If you’re in parcel delivery, on-demand logistics, or urban distribution, Home Delivery World is a valuable event.
đź“Ť Las Vegas, NV | February 10-12, 2025
Manifest is one of the fastest-growing conferences in supply chain and logistics innovation. This event brings together startups, investors, logistics leaders, and technology providers to discuss the future of freight, final mile delivery, AI, automation, and sustainable logistics. As a CLDA collaboration partner, CLDA members are eligible for discounted registration.
For professionals looking to explore the future of logistics and emerging technologies, Manifest is a great event.
đź“Ť Chicago, IL | September 8-10, 2025
PARCEL Forum is tailored for final mile and parcel logistics professionals, focusing on improving carrier relationships, cost reduction strategies, and delivery optimization. If your business deals with parcel shipping, e-commerce fulfillment, or regional logistics, this event offers critical insights.
If you’re in parcel delivery, DTC fulfillment, or e-commerce logistics, this is the event to attend.
đź“Ť Dallas, TX | March 2-4, 2025
Final mile doesn’t just happen on the ground—air freight is a crucial component of last-mile logistics. The AirCargo Conference brings together freight forwarders, cargo airlines, 3PLs, and final mile providers to discuss strategies for seamless multimodal logistics.
If your business involves expedited logistics, time-sensitive shipments, or air-to-ground final mile delivery, this conference provides valuable insights.
If you’re in final mile logistics, these events offer high-impact networking, business growth opportunities, and cutting-edge technology showcases.Â
đź“Ś Want to stay ahead in final mile logistics? Register for the Final Mile Forum today! Your next deal could be there, will you?Â
| Welcome to Thinking Outside the Box, a new series of posts about trends impacting those involved in the final-mile. Every month, we’ll interview one of our industry’s thought leaders to give you their insights into where the industry is now and how CLDA members can succeed today, tomorrow and in the future. |
Final mile trends bring opportunities and challenges to companies big and small. The biggest challenge facing those who deliver in the final mile is cost-effectively meeting customers’ heightened delivery expectations. COVID raised the delivery expectation bar to levels we’ve never seen before. Everybody in our industry responded to that well, but most of the time, they did so without looking at the bottom line. People wanted things now, and last-mile providers responded. They added more resources, the supply came in, and the industry got it done. But, those demand levels did not sustain post-Covid. The biggest challenge for last-mile providers is adapting to and responding to the new normal in consumer demands because almost everything is getting delivered everywhere today. Even in the most traditional verticals – ones we thought would never be touched by this – such as healthcare are handled by those in the final mile sector.
“It’s not just about technology for the sake of technology, but technology for the sake of making life better,” Guru Rao.
This month, Thinking Outside the Box interviewed Guru Rao, CEO of nuVizz, Inc., a last-mile TMS platform company and CLDA member. Rao will also be a presenter at next month’s Final Mile Forum. Here are some excerpts from our conversation with him.
This industry is undergoing significant transformation. Here are some of the trends and challenges we see as shaping the landscape for those in the final mile.
Service providers must learn to work with various partners and operate many different types of businesses to sustain and operate profitably. Couriers must also have the flexibility to work across different verticals and for different customers.
That means that carriers must operate in co-mingled consolidated delivery scenarios. They will need to find ways to interact with many different shippers. These will be other types of businesses, each with their own requirements. You won’t be able to operate in the traditional ways of responding to demand, answering customer queries, and handling billing manually. And you will be doing more of it every day. That’s where technology comes into play. It will help you do all those things in an automated fashion so you can do more with less.
The world is evolving into a dynamic ecosystem. We used to live in a static world where everything was known. You could plan for the next few weeks and know what to expect. But that has completely changed. Now, you must pivot to react to demands that change by the minute.
The ever-changing nature of business operations today calls for dynamic optimization. You can no longer depend on your dispatchers to react and find the right answer in today’s compressed time spans, which may be minutes or even seconds.
This is where the technology comes into play. Because it is humanly impossible for anyone to look at millions of data points to make a decision. But computers and technology are designed to be able to do that. They can handle dynamic optimization so you can operate in this new, ever-changing world of delivery without having to invest in more people. The technology takes what is more complicated and allows you to do more.
The need to be able to deliver everywhere has fueled the trend toward microfulfillment centers. Shippers that want to cover more and more zip codes are eyeing these microfulfillment centers. When a shipper wants to deliver to more people, transportation is a huge cost. Their response is to take the inventory closer to where the deliveries need to be, cutting transportation costs and increasing customer service by getting things to them faster.
AI will be a tremendous asset to those in the last-mile delivery system because they must deal with large amounts of data.
Logistics, especially in the final-mile area, operates in a real-time environment that generates millions and millions of data points. And when you have so much data, AI is the best tool to use that information and provide the right answers. We see it as a critical tool for planning, execution and post-execution analysis.
When last-mile providers are planning, you need to look at millions of data points, whether inventory planning, network optimization, opening new distribution centers or daily route optimization. Those decisions involve millions of permutations and combinations for the right answer. AI plays a huge role here because you cannot rely on humans to be able to do that.
You can do all the planning in the world, but exceptions will still happen. And in today’s delivery environment, you don’t have two days to react to those exceptions. You have minutes or even seconds. During that time, you’ve got millions of data points to figure out what to do next. What resources do you need? How can you redirect the work? How will you interact with the customer?  How many people can you put in front of this problem right now?  AI is a great tool, but it has one caveat: you must have the right data. Data is the most critical part of any AI conversation. As long as you have good data, the AI agent can quickly figure out and answer most of your customer queries. It can help you manage those exceptions and remove human involvement.
You’ve done planning and execution, and those steps give you reams and reams of data; that data is golden. Learn from it. AI can help you look at the patterns in the data you have generated. AI will help you figure out what the opportunity is. Are you consistently delivering late to one customer? What are the factors contributing to that? AI can look at the historical data elements and suggest a better way of planning. It will create a continuous improvement cycle, refining your business and adding efficiency every time you use it.
Couriers looking to do more with fewer people can mobilize the power of AI to create their own autonomous delivery ecosystem. Consider the alternative—the spreadsheet. If you are putting 100 things into a spreadsheet day in and day out, there’s no way a person can master all that data. On the other hand, you can easily automate that process with AI to create what we call an autonomous delivery system. Technology is very smart. As long as you track everything that is happening, it can be more efficient than one person trying to make sense of all that data.Â
Let’s take the example: Suppose a driver can’t deliver a product because the customer is not there. They have to mark it as “not delivered.” That typically means getting one of your dispatchers involved in watching for and reacting to that exception. In an autonomous delivery environment, the system sees that exception and creates a rule based on what needs to happen next. If this is the type of order that can be delivered the next day, it looks at the scheduled routes for tomorrow going to the same area. If not, it can find the right route to insert that into for the next day,  sending a communication to both the driver and the customer with that information. All of that can happen without anybody sitting in front of their computer and watching for these exceptions.
If you’re a small company using technology appropriately, you can behave like a big company. Today’s technology enables what we call a democratization of capabilities. You don’t have to be Amazon to have the level of sophistication to provide visibility every step of the way.  You don’t need to spend billions of dollars. It is readily available today with today’s technology. Today’s technology democratization allows you to do that.Â
If you use technology well, your service becomes more human. Technology creates the space for real interaction. Suppose you let technology handle the mundane tasks of managing millions of data points. In that case, you can use your people to add value and cultivate more relationship-based interactions with your customers, especially when context is important.
Why make your people go through spreadsheets with 100,000 lines of data? Let technology do that, and then you can use members of your team to talk to people and establish relationships. Technology can do wonders, but it cannot do simple things like looking into someone’s face to see that they are in pain. People can easily do that. So, use people in those areas and let the technology do what it is best suited to do.
It’s not just about technology for the sake of technology, but technology for the sake of making life better.
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Want to hear more from Guru Rao? Catch his presentation, “Demystifying AI and Logistics,” at the Final Mile Forum next month. There’s still time! Register now so you don’t miss out.
Here’s a sneak peak in Guru’s own words:
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Let us know what you think of “Thinking Outside the Box.” Let us know if you have follow-up questions, reactions, or ideas for future posts. Email us at aobston@aomc.com
Staying ahead means more than simply keeping pace with current trends—it requires a commitment to continuous learning, innovation, and adaptation. We believe that providing our members with the tools, insights, and strategies they need to succeed is the key to helping them become the most successful companies in the industry. That’s why education, and in particular Final Mile Forum education, is at the very core of the CLDA’s mission.
At the heart of this commitment is the Final Mile Forum (FMF), an annual gathering that not only connects industry professionals but also equips them with the knowledge to thrive in an ever-evolving market.
When you attend FMF, education isn’t just a passive experience—it’s a dynamic, engaging journey designed to inspire action. From thought-provoking sessions led by industry experts to roundtables tailored to solve real-world challenges, Final Mile Forum education offers a unique blend of insights that reflect the diverse needs of the final mile logistics community.
The topics covered are as varied as the challenges our members face: emerging technologies, legislative updates, operational efficiencies, and customer experience strategies. Each session is carefully curated to address the most pressing issues in the industry, ensuring attendees walk away with actionable ideas to implement in their businesses.
But FMF goes beyond the classroom-style learning. The interactive nature of FMF encourages attendees to engage in conversations, share their perspectives, and learn from each other’s experiences. Whether it’s through roundtable discussions, Q&A sessions, or informal chats during breaks, the opportunity to exchange ideas with peers and thought leaders is invaluable.
This blend of formal and informal education is what makes FMF unique. It’s not about listening to theories or hypothetical scenarios—it’s about tackling the real challenges and opportunities that final mile professionals encounter every day. The insights gained from FMF don’t just expand your understanding of the industry; they help you shape the future of your business.
The value of this education isn’t limited to one event. The knowledge gained at FMF ripples outward, influencing decisions, strategies, and innovations long after the conference ends. By attending FMF, attendees aren’t just investing in their companies; they’re investing in the collective growth of the industry itself.
Education, after all, is more than a tool for success—it’s the foundation of resilience and adaptability. In a rapidly changing landscape, it empowers businesses to anticipate challenges, seize opportunities, and lead with confidence. For CLDA members, FMF is the embodiment of this belief, offering a space to learn, grow, and excel.
So, as you consider your plans for the year ahead, remember that FMF isn’t just another industry event—it’s your gateway to industry-leading insights and strategies that can transform your business. Join us in San Diego this February, and experience firsthand how education at FMF can drive success in the final mile.
As we wrap up an exciting year for CLDA and the final mile industry, I’m proud to highlight some of the key ways we’ve supported our members through education, networking, and advocacy. Together, we’ve made meaningful strides in strengthening our industry and providing resources to help our members succeed.
At the 2024 Final Mile Forum, we welcomed professionals from across the industry for unparalleled networking and business-building opportunities. The energy, insights, and connections forged during FMF exemplify the value of coming together as an industry. We look forward to continuing this momentum at the 2025 Final Mile Forum in San Diego, where we aim to provide even more opportunities for collaboration and growth.
Our advocacy efforts were elevated in March through our Washington, DC fly-in, where members met with policymakers to discuss issues impacting our industry. These efforts are crucial in shaping the legislative and regulatory environment to support the success of final mile logistics companies. Your engagement in these initiatives amplifies our collective voice and ensures the industry’s priorities remain front and center. We couldn’t do this without your donations to the Advocacy Fund. Thank you to everyone that has donated this year.
CLDA members’ input through our membership survey has been instrumental in guiding our strategic direction. We’re using your feedback to develop collaborative initiatives with related organizations, such as ECA, Manifest, and Home Delivery World. We are strengthened and adding programs that deliver value to members. We continue to identify opportunities to meet the evolving needs of our members. These insights shape our focus for 2025 and beyond, ensuring that we continue to provide education, networking, and advocacy tailored to your priorities.
We enjoyed coming together for our first CLDA Connect event in September held in Atlanta. This opportunity allowed us valuable facetime with members and volunteers. We look forward to hosting more networking events on location in 2025.
We recently completed our Board of Director election, reflecting the dedication of our members in shaping the future of our association. Your votes contribute to creating a Board of Directors that represent the diverse needs and aspirations of our industry.
None of this could be possible without members volunteering their time and talents to CLDA. As we continue to grow, we encourage members to volunteer for a committee or work group to help shape CLDA and the programs and benefits that serve our Association membership.
Thank you for your ongoing engagement and support. Together, we are building a stronger future for CLDA and the final mile logistics industry.
In the world of final mile logistics, relationships are the foundation of success. That’s why the Final Mile Forum (FMF) stands out as the must-attend event of the year for final mile networking opportunities. Beyond the top-tier education sessions and insights into the latest industry trends, FMF is designed to provide unmatched networking opportunities — a core benefit of CLDA membership!
Whether you’re a seasoned professional or a newcomer to the industry, FMF offers countless ways to connect, collaborate, and build lasting relationships that drive growth and open doors to new business opportunities.
Why Final Mile Networking at FMF is Critical
Networking is more than just exchanging business cards — it’s about creating meaningful connections that help you expand your reach, strengthen your business, and stay ahead in a competitive market. For CLDA members, these connections often turn into valuable partnerships and collaborations that fuel long-term success.
Ways to Network at FMF
FMF takes CLDA’s commitment to networking to the next level by combining planned and organic opportunities in a vibrant, dynamic setting.
Real Stories, Real Impact
Our members consistently tell us that the connections they make at FMF directly contribute to their growth and success. Many have secured new contracts, identified trusted partners, and even discovered game-changing solutions through the relationships forged at the event.
Make the Most of FMF
To fully leverage the networking opportunities at FMF, come prepared:
At FMF, networking isn’t just an added benefit—it’s the heart of the event. By bringing together the brightest minds and most driven professionals in the final mile logistics industry, FMF helps attendees build the relationships they need to thrive.
Don’t miss your chance to connect, collaborate, and grow. Register for FMF today and be part of the conversations that will shape the future of the industry.
The CLDA Final Mile Forum (FMF), the premier event for the final mile logistics industry, is more than a conference—it’s your gateway to connecting with key decision-makers, building meaningful relationships, and growing your business. For companies looking to showcase their offerings, the event is the ultimate opportunity to gain valuable face time with potential customers and strengthen ties with existing clients, all in one convenient location.
Why CLDA Final Mile Forum Exhibits and Sponsors?
Connect with Decision-Makers in One Place
FMF attracts a highly targeted audience, including business owners, executives, and logistics professionals. By exhibiting or sponsoring, you gain unparalleled access to the individuals who make purchasing decisions for their organizations. Skip the cold calls and emails—this is where meaningful conversations happen.
Showcase Your Expertise
Position your company as an industry leader by presenting your products, services, or solutions directly to the people who need them. Exhibiting provides a hands-on way to demonstrate how your offerings can help attendees overcome their biggest challenges in the final mile.
Unmatched Networking Opportunities
From structured networking events to informal conversations, FMF offers countless ways to connect with attendees. Exhibitors and sponsors benefit from direct exposure to an audience eager to learn, collaborate, and do business. Build relationships that extend far beyond the event.
Increase Your Brand Visibility
Sponsoring FMF puts your brand front and center, with opportunities for logo placement, on-site visibility, and recognition in event materials. Whether through a prominent exhibit booth or a tailored sponsorship package, your company will stand out among industry leaders.
Gain Insight into Industry Trends
Being part of FMF isn’t just about showcasing your solutions—it’s also an opportunity to gain a deeper understanding of the challenges and trends shaping the final mile industry. Engage in conversations, attend sessions, and learn how to align your offerings with market demands.
Cost-Effective Marketing ROI
Compared to traditional marketing and sales tactics, exhibiting or sponsoring offers a concentrated ROI. With hundreds of attendees representing companies across the industry, you’ll maximize your exposure to potential leads and partners in just a few days.
Don’t Miss Out—Secure Your Final Mile Forum Exhibits and Sponsors Spot Today!
FMF is your chance to make meaningful connections, grow your business, and demonstrate your industry leadership. Don’t wait—exhibit spaces and sponsorship opportunities are limited and fill up fast.
Explore available packages and reserve your spot at FMF. We can’t wait to see you there!
There’s no substitute for face-to-face interactions, and FMF delivers them in spades. Whether you’re looking to launch a new product, connect with decision-makers, or amplify your brand presence, exhibiting or sponsoring at FMF is an investment in your business’s growth and success.
In today’s fast-evolving logistics landscape, staying connected with industry leaders and keeping up with the latest trends is crucial for success. That’s why the CLDA Final Mile Forum, taking place February 19-21, 2025, in San Diego, California, is the premier event you can’t afford to miss. Designed specifically for final mile carriers and logistics service providers, this forum offers unmatched opportunities to network with influential industry peers, explore cutting-edge solutions, and gather valuable insights that will help optimize your business. Now is the time to mark your calendar and register for the most important final mile event of the year.
Whether you are looking to connect with potential partners, learn about the latest trends shaping the industry, or optimize your business practices, the CLDA Final Mile Forum has something for everyone. Here’s a breakdown of the key reasons why you should make this event a priority on your 2025 calendar.
One of the biggest draws of the CLDA Final Mile Forum is the networking opportunities. This event brings together top carriers, shippers, and logistics professionals from across the country, offering a rare chance to connect with thought leaders and decision-makers in the industry. Whether you’re looking to forge new business partnerships or deepen existing relationships, the Final Mile Forum will provide the space and time to do so.
In an industry where relationships are key to success, this event enables you to expand your network, opening doors for future collaborations and business growth.
As the final mile sector continues to grow, so do the opportunities to collaborate and expand your reach. The forum’s interactive sessions and networking events are designed to help you meet potential partners who can enhance your business capabilities. Whether you’re looking for a new technology provider, additional fleet services, or innovative ways to streamline your delivery operations, the forum is your gateway to expanding your business connections.
Beyond networking, you’ll have direct access to leading solution providers in the exhibit hall, where you can discover the tools and services that will help you optimize your business processes.
Technology and innovation are reshaping the final mile industry. To stay competitive, businesses must continuously improve their operations. At the Final Mile Forum, you’ll have the chance to explore cutting-edge products and services designed to help you run your business more efficiently.
From last-mile technology solutions to fleet management tools, exhibitors will be showcasing a wide array of offerings aimed at reducing costs, enhancing delivery speed, and improving customer satisfaction. This event gives you direct access to industry-leading providers who are committed to helping your business succeed.
Keeping up with the ever-changing logistics landscape is crucial for sustained success. The CLDA Final Mile Forum will feature informative sessions led by industry experts, covering everything from regulatory updates to the latest market trends. Whether you’re navigating supply chain disruptions, adjusting to new regulations, or seeking to improve operational efficiency, the forum’s educational sessions will equip you with the best practices to optimize your operations.
Attendees will also hear from experts on how market trends and customer demands are shaping the future of last-mile logistics, providing you with a competitive edge.
The 2025 CLDA Final Mile Forum promises to deliver three days packed with actionable insights, practical advice, and networking opportunities that can have a lasting impact on your business. Here’s what to expect during the event:
While the San Diego setting is undoubtedly a beautiful backdrop, the real value lies in the opportunities to learn, network, and grow. FMF will help you build the relationships and gain the knowledge you need to drive your business forward in 2025 and beyond.
Don’t miss your chance to attend the industry’s most important event of the year. Registration is now open, and spots are filling up fast! Secure your place at the 2025 CLDA Final Mile Forum and position your business for success in the ever-changing final mile logistics landscape.
Whether you’re a seasoned industry veteran or just starting out, FMF is the key to unlocking new growth and profitability in the coming year. Visit our registration page and sign up today.
