How DHL’s activity within motorsport brings commercial benefit
DHL is the leading motorsport logistics provider with a presence throughout the biggest championships on the planet. You may have seen the familiar red and yellow at race circuits around the world as DHL sponsors the likes of Formula One and MotoGP.
The brand has been involved in motorsport for more than 30 years and has become one of the most recognisable logistics providers. It’s the brand that makes sure some of the biggest motoring events in the world go off without a hitch.
The brand value in partnering with teams and race series across the world is huge. Not only is the DHL brand seen by the millions of people attending races each year but each series – especially Formula One – has huge television viewing figures too.
Being seen as the logistics provider for motorsport means that others within the industry pay attention. Arjan Sissing, Senior Vice President, Corporate Brand Marketing, Deutsche Post DHL Group said: “We are the leading motorsports logistics provider, with over 30 years of experience in supporting the global logistics requirements of elite motorsports championships. This has meant that we have been able to generate commercial benefits both directly – through our logistics services to the championships and teams – and indirectly – through relationships that we have been able to build with other partners and suppliers of the sports and also with the broader automotive community.”
Without its employees, a logistics company such as DHL would be nothing. This is why the brand invests heavily in employee engagement, making it a great place to work. Partnerships with racing series and teams not only promotes the DHL brand to the world but also to the people who work there.
Being a large part of the motorsport scene gives DHL the chance to engage with fans and customers through motorsport. For those who might not be interested in simple stories about logistics, the motorsport angle adds a glamourous edge that makes it more accessible to the general press.
DHL’s efforts in the motorsport arena also means that it has plenty of opportunity for various forms of content. From written articles about each race – posted on its dedicated DHL in Motion website – through to video and photo content shared across social media and distributed to the press.
Sissing added: “All of our motorsports partnerships – ranging from Formula 1® and Formula E to MotoGP – have delivered tremendous value across a range of metrics, from brand reputation to employee engagement.”
Motorsport sponsorship works well at these elite levels but smaller brands sponsoring teams in series such as the British Touring Car Championship and VW Racing Cup can see benefit too. The Clever Baggers, who sponsor 16-year-old VW Cup driver Damani Marcano, have seen an increase in turnover of 11% over 2015.
Sponsoring any sport, team or athlete can offer huge benefits to a business if it’s approached correctly. Getting the partnership right is so important so time should be taken to research the sport or event that will benefit your brand the most.
FedEx is Reshaping Last Mile with Autonomous Vehicles
FedEx is embarking on an expanded test of autonomous, driver-less delivery vehicles to develop its last-mile logistics.
The US logistics firm piloted autonomous vehicles from Nuro in April this year, and the pair will now explore that further in a multi-year partnership. Cosimo Leipold, Nuro’s head of partnerships, said the collaboration "will enable innovative, industry-first product offerings that will better everyday life and help make communities safer and greener".
FedEx will explore a variety of on-road use cases for the autonomous fleet, including multi-stop and appointment-based deliveries, going beyond more traditional applications of the technology in single-route movement of goods from A-B. Exponential growth in ecommerce is spurring its broader experimentation in new autonomy solutions, Fed-Ex says, both in-warehouse and on-road.
“FedEx was built on innovation, and it continues to be an integral part of our culture and business strategy,” said Rebecca Yeung, Vice President, Advanced Technology and Innovation, FedEx Corporation. “We are excited to collaborate with an industry leader like Nuro as we continue to explore the use of autonomous technologies within our operations.”
The changing role of couriers
Unlike structured delivery networks, operating under long-term partnerships and contracts, agility is where couriers deliver true value - and their ability to deftly solve last-mile fulfilment has most acutely been felt during the pandemic. For the billions of people around the world forced to stay at home to protect themselves and their communities from the spreading COVID-19 virus, couriers have been a constant. They may have been the only knock at the door some people experienced for weeks or months at a time.
But the last-mile has been uprooted by a boom in ecommerce, a shift that has been most apparent in the UK, US, China and Japan, according to the Global Parcel Delivery Market Insight Report 2021 by Apex Insight. These are markets with dominant economies and populations used to running their lives with a tap of a screen or double-click of a mouse.
“Getting last mile delivery right has long been a challenge for retailers,” says Kees Jacobs, Vice President, Consumer Goods and Retail at Capgemini. “In 2019, 97% of retail organisations felt their last-mile delivery models were not sustainable for full-scale implementation across all locations. Despite increasing demand from customers, companies were struggling to make the last mile profitable and efficient.”
Jacobs says that the pandemic alleviated some of these stresses in the short term. With no other option, consumers were understanding and tolerant, if not entirely happy, with longer delivery times and less transparent tracking. “But, as extremely high delivery demand continues to be normal, customers will expect brands to contract their delivery times,” he adds.
Last mile's role in ESG
Demand and volume weren’t the only things that have changed during the pandemic - businesses looked closer to home and as a result became more sustainable. Bricks and mortar stores were transformed from mini-showrooms to quasi-fulfilment centres. Online retailers and other businesses sought local solutions to ship more faster. In densely populated London, UK alone, Accenture found that delivery van emissions dropped by 17%, while Chicago, USA and Sydney, Australia saw similar emissions savings.