Continuing on Cube Utilization - Secondary Cube

What if Watermelons were Square?

Ask yourself - What if Watermelons Were Square?

I find just about everyone gets the idea that putting more stuff in a trailer will generally reduce your overall costs because you will use less trailers.  It is that simple.  Miles per unit sold goes down and with that the cost of transportation.  Further, your sustainability goals are met far quicker because less miles means less emissions.  The easiest way to reduce the cost of anything is just to stop using it.  Concentrating on cube utilization accomplishes this.

However, for all the people who know this I find a lot less worry about secondary cube or what some call "liquid cube".  This actually takes into account the utilization of the cartons or packaging of product you are loading in the truck.  Think of it this way:  You may load 1,000 cases of xyz product into your trailer, look at it, and say "wow, did I cube out that trailer"!  What you may miss though is the cube utilization of the cases is horrible.  Open the cases and you may find a lot of air due to bottles being curved, sizing relative to the case not done properly, or just packaging which is too big for its contents.  If you are able to solve that problem (per my previous post, most likely with the marketing and merchandising folks) you may find you can put a lot more product in that same trailer.

So, the journey continues... Once you think you have cubed the trailer, start looking at secondary cube and start solving that problem.  Keep packing them tight and ELIMINATE emissions and cost; don't just reduce it.

(Answer to above question:  A lot more would fit in a trailer - after all, the rind is merely nature's packaging!)

Packaging and Merchandising Vs. Logistics Efficiency?

Conducting what I call a "walk around" (my wife calls it shopping) in the grocery store this weekend started my mind wandering to ideas about packaging and shelf space.  Why would a logistician be thinking of these stereotypical marketing and merchandising topics you may ask?  The answer is simple:  There is a battle going on in the retail world within companies and it is the battle of the logistician versus the merchandiser.

Just look at the picture below:

A merchandiser probably sees nice colors to attract the shopper's eyes, good shelf space display, multiple rows of the product to dominate the shopper etc.  A logistician sees boxes which are too big for the product which is in them thereby reducing useful cube in a trailer. If you look to the far end of the aisle you will see round and curvy shaped bottles.  The logistician thinks these attract the eye but kill you on cube (both primary and secondary) utilization.  So, the question is who wins?  To this point in my career the merchandiser has won but that is changing with three key changes in the external environment.

First, transportation costs have become so high people are no longer just deferring to the merchandiser.  They really need to make a solid business case why that curvy bottle which kills cube utilization is going to drive sales.  Otherwise, we will move to optimizing cube.

Second, shelf space is no longer such a driver of consumer preference.  When the entire concept of shelf space importance was developed it was the way to advertise to an uneducated consumer.  The consumer "learned" about your product by having the product catch her eye then have her read the box (another more practical reason why boxes are so big - need real estate for the writing and graphics) and this would be a major driver of her buying decision (The old adage there are two moments of truth: One when she decides to buy the product and two when she uses the product for the first time).  However this has all changed.  Many come to the store already knowing what they will buy as they have researched it prior to arriving. Or, if they have not, rather than read the box they will whip out their smartphone and read about it on line (the smart merchandiser will have a QR code on the box so it can be scanned).  This is a mega trend for how people shop which is growing and not shrinking.  The advent of the smart phone means you no longer have a self contained space to barrage the consumer with colors and splash - the consumer can "virtually" leave your space, find the information they want and need, then reenter your space without you even knowing it.

Third, as stores become smaller (especially if you follow the mega trend of consumers moving back to the cities which changes the entire dynamic of retailing) shelf space is shrinking.  With shelf space shrinking you need to figure out how to get your product in front of the consumer, get it to be interesting AND make it small and compact (The tyranny of the "OR" - Good to Great, Jim Collins).  For example, if you make laundry detergent and you only get 1' across on a shelf.  You can take that up with two giant bottles of non-concentrated detergent or you can concentrate it immensely and get 6-8 bottles across.  I personally believe more is better and the the signal the consumer will get is if there is that many on the shelf it must be because people are buying it - perhaps I should try it.   This trend supports and is in harmony with the needs of the logistician.

So, what does this mean for the logistician?  It means you need to get upstream in the packaging design, merchandising and manufacturing of your product.  Get involved in these decisions on the front end and influence the decisions which will meet the needs of the marketer and merchandiser and will also play nicely with cube utilization and transportation costs.  The lowest cost transportation is the transportation you do not use and better cube and better secondary cube (a topic I will address in another post) drives the elimination (not just reduction) of transportation cost.  This means you need to be intimately involved in the Sales and Operations Planning (S&OP) process and if your company does not have one you should lead and develop one.

I have always said the great logistician spends as much time on these topics as they do on working with carriers.  The work with carriers tends to be fun part however this is where the majority of your cost savings will come.

Where is The Freight? - Cass Reports a Slowdown

The Cass Freight Index report for July 2012 was somewhat anti-climatic for those of us who follow freight and knew we were in the depth of the great slowdown of 2012.  The "phone bank" report (which measures the direction of phone calls from a fictional transportation manager's desk) reported far more incoming calls from carriers looking for freight than outbound calls searching for trucks and this has been true for at least two months now.

OK, I admit that is not a scientific index however if you are close to the business and have a grasp on that general topic it is a highly effective predictor of freight.

Cass Freight Index - July 2012

We see from this index that essentially expenditures have leveled off really since June of 2011 with just a little bump at the beginning of Q2 in 2012.  I attribute both years' early bumps as price / volume "hype" and not reality.  Each of the last two years has begun with a "great hope" of where rates and the economy is going only to become disappointing by summer and a steadying of rates.  A good and experienced transportation manager will see this trend and ensure they do not buy into the early year hype every year.

At the beginning of every year the transportation company sales people will show up with all sorts of data to tell you "this is the year" where we will hit a massive capacity crunch so you better "pay up now" to be taken care of later.  A great story which makes for great industry journalism however the empirical evidence suggests it is, in fact, all hype and those who remain calm in the face of the story will be better off.

A key question though is how can all these companies (shippers) report great earnings, the market is very high ( Dow at 13,175.64 as of this writing) and yet the shipments and movement of goods is stagnant?  I have a few theories (I freely admit these are theories however the data is showing this to be more and more true).

First, the economy is a more services and financial economy than it is a "things" economy.  While we still consume the manufactured goods we generally do not make them.  This means an entire portion of the former economy shipments is gone and that is inbound to manufacturing.  The outbound is still there however the inbound is gone.  The inbound freight is in China and Mexico and other low cost countries.  Those who say they love being in trucking because their jobs cannot move overseas are wrong.  The inbound jobs have moved overseas along with the inbound freight.

This of course follows the manufacturing base so if manufacturing truly does return to the United States (the jury is out on this) then the inbound will follow back.

Second, the great work on sustainability, minimizing packaging, routing efficiencies etc have all led to being able to move the same amount of goods with lesser number of vehicles.  This movement is good for all of us in the world however it does decrease the raw demand for trucks.  Just think of televisions. If the economy sells a million T.V.s this year (a made up number just to illustrate the point) they are all about 1" thick.  10 years ago if 1 million T.V's were sold they all were about 3 feet deep (packaged).  That is a lot of trucks.  

There is not only minimization of the product size but there is also the elimination of the physical product (think e-books. iTunes for CDs etc.).

So, my conclusion is you cannot compare the GDP numbers of today relative to prior year GDP numbers as if there is a straight correlation between the level of GDP and the amount of goods moving in terms of cube size (which is the driver of number of boxes needed). Clearly there is some kind of correlation but it is not as direct as it would have been 10 - 15 years ago.  The economy can grow with less physical product moving.

Finally, the lesson learned of the last two years is clear: "Be Not Afraid"! at the beginning of the year.  Don't buy the hype, be patient, watch the data and let the economy play out.  You get no credit  (regardless of what the sales person tells you) for being an early mover on rate increases.

Impact of Mega Trends - Design for Logistics

As transportation rates and capacity go through a major change one trend which is clearly developing is what I have called "Design for Logistics".  This "mega trend" ensures the logisticians are involved in the design of the product at the very early stages of development and the reason for this is mostly cube utilization.

We have known for quite some time a critical way to reduce spend is just to consume less.  Seems very logical to me and really passes for being a truism in our industry.  However, what has not happened until recently (on a large scale) is people thinking about this before the product is actually designed and built.  As we all know, once the tooling is in place to make the product the goal of the manufacturing group is to run the tool to death; at that point a change in design becomes very costly and almost impossible to execute.

The solution therefore is to get the logistician involved on the front end.  Of course, we do not want to build any "Aztecs" here (really ugly products which were made ugly to make manufacturing and logistics more efficient).  First and foremost, the product has to meet customer needs and, in most cases, actually "wow" the customer.  However, once we identify the critical components of the product which create that emotion with the consumer, we then take the rest of it and design the hell out of it for efficiency in logistics. This usually means cube utilization.

I heard a high level executive for a major truck stop firm say his fuelings were down by 15% and he was attributing it to more "stuff in the back of the trucks" and therefore less trucks.  I am not sure he had real data to support it however given my experience I believe he was right.  And this trend will continue.  The logical and ultimate conclusion is to eliminate shipments completely (aka, Nook/Kindle e-books and iTunes stores).  We know not everything can be digitized however things can be made smaller, packed tighter and assembled at the point of use versus at a factory (Think IKEA furniture).

If you have not instituted this process in your company, and transportation costs are meaningful to your business, you should immediately think about this important topic.  It is far more complex than I have written here and there are clearly ways to be successful at this and ways to screw it up however you should start it now.