Once regarded as the uncelebrated backbone of commerce, supply chain management has taken centre stage as a critical topic of discussion, particularly following the upheaval of the COVID-19 pandemic. This shift has highlighted not only its importance in daily operations but also the vulnerabilities inherent in the logistics sector. Ryder, a company traditionally synonymous with truck rentals, has transformed itself into a full-service logistics provider, now deriving more than half of its revenue from this newly emphasised service area.
According to Stephanie Wicky, Vice President of Marketing at Ryder, the pandemic redefined perceptions of logistics. “Our supply chain side of the business is actually more than half of our revenue now,” she shared, emphasising the significant role this segment plays in the company’s strategy. With nearly a century of experience, Ryder has long recognised that effective supply chain solutions are often the “secret sauce of competition” for its clientele. The pandemic unveiled the complexities of logistics, making it increasingly clear to a wider audience that goods, including essential items such as toilet paper, are part of an intricate supply network beyond mere supermarket shelves.
As the landscape of modern commerce continues to evolve, so too has Ryder’s approach. In a market where the old mantra of “scale or fail” is being replaced by a need for effective demand servicing, Ryder anticipates that the demand for integrated logistics partnerships will only grow. The company’s shift from being perceived merely as a provider of rental trucks to an omnichannel logistics partner marks a significant strategic pivot. Wicky pointed out, “When we say port to door, we really go all the way from inbound supplies at the port to the consumer’s door,” showcasing the end-to-end capabilities that Ryder now offers.
In recent years, Ryder has actively pursued strategic acquisitions to enhance its logistics portfolio further. This includes investing in services like drayage, cross docking, and technology for visibility throughout the supply chain. This focus on comprehensive service offerings allows the company to build deeper relationships with clients, moving from a transactional vendor model to a more integrated approach. “We’ve continued to fill our portfolio…We cover the whole gamut,” Wicky stated, reinforcing the company’s commitment to addressing the complex needs of its customers.
Despite these advancements, Ryder faces the challenge of changing long-standing perceptions about its brand. The company recognises that overcoming a legacy image of rental trucks requires a more dynamic marketing strategy. Recently, Ryder made headlines with a notable shift in its advertising tactics—jettisoning traditional account-based marketing in favour of broader mass media campaigns designed to raise awareness among a wider set of decision influencers in the industry. Expanding into sports advertising, including partnerships with professional leagues, marks a bold strategy to engage with audiences that influence purchasing decisions. “What we look to do as a team is have a very balanced channel mix,” Wicky explained, highlighting the importance of connecting with not just C-level executives, but also the directors and VPs who are critical in shaping logistics strategies.
Ryder’s recent ‘Ever Better™ World of Logistics’ campaign encapsulates this transformation, seeking to promote its capabilities across various logistics functions including e-commerce fulfilment, last-mile delivery, and warehousing. Since its launch, the campaign has reportedly generated a 21% rise in leads, indicating a successful outreach that demonstrates the growing recognition of Ryder’s brand as an essential player in supply chain management.
As the logistics sector continues to evolve, it is evident that companies like Ryder are no longer in the background; they are front-line differentiators in an increasingly complex and demanding marketplace. Ryder’s journey reflects not just a shift in branding, but a broader transformation within the industry itself, where logistics is emerging as a pivotal factor in strategic business conversations.
Reference Map
- Paragraphs 1, 2, 3, 4, 5, 6, 7
- Paragraphs 1, 2, 3, 4, 6, 7
- Paragraphs 3, 4, 5, 6
- Paragraphs 4, 5, 6
- Paragraphs 2, 6
- Paragraphs 4, 5
- Paragraph 5
Source: Noah Wire Services
Subscribe to Industry Updates
