‘Logistics is in a constant state of flux’ says Ken O'Rahilly at Leaders in Logistics 2019
During his keynote address during the Leaders in Logistics Summit 2019, held on November 26th at Grosvenor House, Dubai, Ken O'Rahilly, VP Logistics at ASYAD Group, reminded delegates that they need to adapt and change as fast as the logistics industry is.
“Our industry is in a constant state of flux. Our customers are now talking to each other in ways we would never have imagined a generation ago,” he said. “The key focus now is on cheaper, more convenient, and faster.”
He pointed out that when it comes to e-commerce in particular, the greatest opportunity lies in customer spend ‘per basket’. “The biggest opportunity in the current marketplace is in the size of baskets, the spending per basket,” he said, emphasising that logistics partners need to help their customers find ways of increasing this.
And the solution lies in repeat purchases. A consumer might make a small order with an e-com platform the first time, but return for a bigger purchase if their experience is a good one.
“The number of people, and the amount of time they’re spending on-line has gone up, but the attention span has gone down significantly. A driving force in our organisations has to be customer engagement, and response to problems is the key,” he said.
The second major challenge he outlined lies in the future consumer. “The environment and CSR is going to be the next frontline effort where organisations will either flourish or flounder in the court of public opinion,” O'Rahilly told delegates.
“If you look at Greta Thunberg, she only has 2.9-million followers, but can reach an audience of more than two billion if her two top followers retweet her message. The climate debate isn’t going away. Customers’ judgement of companies based on their efforts against slavery and reducing their carbon footprint isn’t going away,” he said.
Summing up his message to delegates at the Leaders in Logisticst Summit 2019, O'Rahilly referenced a quote by Winston Churchill: To improve is to change; to be perfect is to change often.