Already shaping consumer-oriented industries such as retail, entertainment and travel, digital tools become forces that now have the power to change commercial-oriented industries. Road freight, which is highly fragmented and dominated by manual processes, finds itself at this junction point. Facing a whole portfolio of new opportunities for cost reduction, offering differentiation and business model re-shaping, world-wide road freight professionals discover it is time to embrace what digital innovation can really do.
The story of a new direction.
Years ago we (Nordstar Logistik) started working on a brand-new digital solution. A solution to accommodate more work, to make more money and more time. We needed room in our organisation for topics such as personal objectives and growth. So we started an in-depth mapping of our organisation needs, based on which we developed our wanted solution: a custom digital tool, which comes with that extra-intelligence needed to integrate platforms and softwares used until then for specific, uncorrelated parts of the whole process.
“We aimed to develop a circular, collaborative model, highly adaptable to everyone’s needs.”Andrei Duduman, Business Development Manager, Nordstar Logistik.
And it worked! It worked perfectly. All our efforts got us to a highly functional result. By this point we already realised once we accomplish this, others will be able to benefit from it as well as we do. We realised that by managing to embed our actions as freighters into coherent, well-conceived digital game-plan, we became able to help others play in this new field. This is how Nordstar One was born. Its name, identity and interface came along.
A broad road, going from internal to external change.
One thing we know and know for sure, no digital tool will change the importance of human connections. As we were developing our game-changing tool, the tool was already and discretely changing the core of our organization. We realized that the change is bigger, and we must understand it and express it.
That was the point where we met Noeland Consultants. Along with them we started a complex and interesting rebranding process. The internal audit – first component, confirmed our intuitions about the impact of change, while also revealing some aspects hard to see. We found out that digital transformation had already become part of our DNA. This was the fueling force behind our young organization. It was this digital DNA that made us strong. The audit also uncovered a flexible core of Nordstar Logistik, which paired with our new digital tool in giving us the drive to step up to a role in shaping the logistic market in Europe.
Us, the people working together fuelling the organization’s flexible core, our vision for the future, manifesting into our own newly developed digital solution, both found their way into the design process that shaped us a new brand image and structure. This is how our evolving company gave face to our newly defined divisions: Nordstar Freight, Nordstar Control Tower and Nordstar One.
“Our success is rooted in people’s interactions.”Liviu Șelaru, Procurement Manager, Nordstar Logistik.
As we reshaped our experience and vision into brand power, we are now set up on a path to open up towards our industry, our partners and clients. Always in very close contact with our drivers and their needs, we are as well in coaction with our partners, towards their needs. By using technology, we now make time for deeper levels of interaction and bring a whole new perspective for our activity.
The extended Beta testing of Nordstar One is proving results: orders become simpler with only a few clicks, as the app instantly recommends better ways for old ways: a closer truck or a better rate.
At the core of road-freight digital transformation is One. Register here for a free Beta trial.
How to embrace digital change.
Our own leadership team knows best the milestones left behind in reaching the point we are now at. We gathered some of their insights, hoping you will find them useful on your path to the new landscape of logistics.
What made you start thinking of One
What made you start thinking of One
This market we’re in, it’s a jungle that keeps growing exponentially. We fuel on this rhythm, for us it was always important to ride these tides of development. We knew we needed as fewer errors as possible, on larger volumes, with lower costs. Ourdays, this means one thing: digitalization.
How was the process of developing a tool from scratch
They say ‘the process is more important for the future than the results themselves’. I sure see it this way, since I know how intense and illuminating each step of One development was. Our process for developing One as a digital freight-forwarding tool that’s inclusive for all was a long (more than 3 years), hyper-challenging one. We often looked at each other after serial long days of developing, deconstructing and redeveloping and asked ourselves have we gone too far? Are we going to have something coherent and strong? Looking back, we can see now how this process of developing a new instrument gained internal power of change for ourselves and our organisation as it unfolded.
As you were growing as a company – when and why did you feel the need for change?
I believe change is not something you, me or anyone seeks. I rather see change as a force you can recognise and act upon. We did recognise the signs of turbulences in our industry’s landscape, we did it at the proper time and we acted upon it. That’s what we did, it felt crazy, but this is how Nordstar One came to exist today. Due to this same way we see change: as a natural phenomenon.
How did you come to considering a rebranding
Our whole team felt the effects of landscape change, the way it presented to us, the ways we bonded together to act on change. As we were in this process of growth, adapting and creation, we were changing. We slowly grew an idea of no longer fitting our predefined patterns. We needed a new shape to manifest into, sufficiently individualised to grip us, comfortable enough to encourage further growth. Rebranding acted as an ointment of our new mechanics.
What does Nordstar Logistik mean now
Nordstar Logistik now means an European innovative marketmaker for freight-forwarding industry whose solutions enhance competitiveness of all stakeholders in transport: shippers, forwarders, carriers.
Nordstar Logistik now means an efficiency triangle: Nordstar Freight, Nordstar Control Tower and Nordstar One
How do you see the future of logistics
Accelerated. In constant, dynamic flux. Highly flexible. Efficient in terms of time, money and footprint. Valuable in terms of technological tools and human interactions. Endurant. With Nordstar One.
We know transport.
We master planning.
We anticipate shippers’, forwarders’, and carriers’ needs.
We understand people.
We foresee digital solutions.
We are Nordstar Logistik.
And this is Nordstar One. Register here for a free Beta trial.