Page 39 - ATR 1 2016 web

he says. “We see it with other large
retailers, where they have large private
fleets and then a large part of their
transportation business is outsourced to “iN some ways, the [e-commerce] revolutioN
other carriers.” feels a little Bit uNprecedeNted.”
The more important question he —BreNt williams, waltoN college of BusiNess
wants us to ask is “What is going on in
retail right now as an industry that is
going to change trucking business?”
For Williams, the answer is new trailers empower Amazon to speed explains, “and I’m getting groceries
omnichannel fulfillment. up order delivery times for customers delivered to my door. I really don’t want
If you’re thinking, omnichannel and offer later order cut-off times by them delivered at 10 am.”
what? Williams defines the term like increasing capacity for Amazon package Amazon Fresh offers the service
this: “This really means that shoppers delivery between fulfillment centers.” Williams references, and it isn’t alone.
can purchase across a retailer’s platforms Increased control over its delivery Walmart and other grocers are deliver-
in many different ways. That means in network seems like a natural extension ing products that once only shut-ins
stores. It means online. It means mobile. of the company’s custom-focused phi- and the elderly may have ordered.
Maybe even more specifically, it means, losophy on innovation.
those channels can blur.” Williams agrees that certain retail retail history in the Making
The way that customers increas- trends show consumers demanding E-commerce itself, with Amazon.
ingly want more options for not just more personalization, and when it com at the helm, is changing freight
what they buy, but how they buy is what comes to delivery, consumers are not business because the model allows con-
can drive changes to the system. only demanding faster, but they are also sumers to have more say in fulfillment
And customer as catalyst is echoed demanding delivery within specific time and delivery, according to Williams.
in Amazon’s comments about their windows. “If you look at the retail industry,
new fleets, “We are always looking for “For example, if I work 8-5 in the it has kind of gone from mom and pop
ways to innovate for customers. These office and get home at 6,” Williams 

W

2016 Call on ashington

W
March 15 - 18, 2016 • Hotel George • ashington, D.C.

arkansas trucking rePort | issue 1 2016 39