Enhancing Brand Trust Through Last Mile Innovations: A Look at Veho and J.B. Hunt Final Mile Services and Disproving the Myth that a Brand Must Own Their Own Network.

The last mile of delivery is the most crucial part of the supply chain, as it directly impacts customer satisfaction and brand perception. It's the part that directly connects with the customer, and it can either make or break the promise a brand makes. I've been following Veho, a company that's really changing the game in last mile delivery, and I have to say, I'm excited about the difference they're making.

While I am mentioning specific companies in this post, I think it is important to understand the key aspects of what I am trying to say. BLUF (Bottom Line Up Front):

The Final Mile is where your brand interacts with your customer. Your customer has three main touch points as they get to know your product: 1) When they see it in the store and buy it 2) When it is delivered (If delivered) 3) The first time they use it. 

 The Final Mile is likely an area of the supply chain which is outsourced. 

 The belief that in order to protect your brand you have to own the final mile is a myth. Veho and J.B. Hunt FMS prove this. 

I order Nespresso Coffee pretty regularly (my wife is not happy) and the delivery comes through a service called Veho. Veho is doing something new with last mile logistics: they focus heavily on the customer experience, offering features like flexible delivery scheduling, live tracking, and proactive customer communication that set them apart from competitors. Their service isn't just about getting a package from point A to point B—it's about building trust and loyalty with the brand. Imagine ordering something and knowing exactly when it will arrive, with consistent updates and the confidence that it will be handled with care. That's what Veho offers, and it makes a big difference in protecting the brand’s reputation. The unique part is that they actually enhance the brand but they are not part of the companies who hire Veho. This is rare as a lot of final mile systems actually detract from the brand, especially when they are a third party service. 

The final mile is the part of the supply chain that the customer actually sees and interacts with, so it must be seamless and efficient to maintain customer trust. Any mistake—like late deliveries, damaged packaging, or poor communication—can hurt the trust customers have in a brand. Veho's approach makes sure that this important step is not only smooth but also enjoyable. This kind of service reinforces the quality of the product and keeps customers coming back.

Veho isn't the only company setting high standards in last mile delivery. J.B. Hunt Final Mile Services is also doing an excellent job, especially with big, bulky, and heavy products. They know how to handle items like furniture and large appliances, where the risks are even higher. Imagine buying a new refrigerator—something that's not just expensive, but a key part of your home. The last thing you want is a missed delivery or damage during setup. J.B. Hunt's specialized teams provide white-glove service, which means they handle every aspect of the delivery process—bringing the item into the home, unpacking it, installing it, and ensuring everything is set up properly. They make sure these large items are delivered, installed, and ready to use, all while treating the customer's home with respect. This level of care not only makes for a better customer experience but also protects the reputation of the product manufacturer.

Protecting the brand is crucial, especially today, when customers have more choices than ever before. It's not just about selling a great product; it's about making sure every part of the customer journey—including the final mile—matches the brand's promise. Companies like Veho and J.B. Hunt know that the delivery experience is part of the product itself. Veho's ability to personalize delivery times, give real-time updates, and make the experience feel more human gives customers confidence and makes them feel valued. J.B. Hunt's expertise in handling difficult deliveries makes sure that even the most challenging products are delivered without issues, which builds trust in the brand.

I'm genuinely impressed by the impact these companies are having on last mile delivery, and I believe their methods represent the future of logistics—customer-focused, reliable, and consistently enhancing the brand experience. They also disprove the myth that a company must own everything to protect their brand in their service to their customers. You can use outside experts and when properly incorporated into a customer's strategy, these outside experts can be additive to your brand reputation. 

CSCMP's EDGE 2024: Insights, Growth, and the Importance of Professional Development

Introduction

I recently attended CSCMP's (Council of Supply Chain Management Professionals) EDGE 2024 conference, and it was both inspiring and insightful. The experience reminded me why professional development and networking are so important in the supply chain industry. With an amazing lineup of speakers, sessions, and workshops, the event had something for everyone. One of the highlights for me was the Academic Research Symposium held the weekend before the main conference. If you're serious about learning more about supply chain management and connecting with top thinkers, this pre-conference event is a must.

Keynote Highlights

The keynote speakers were a big highlight of the conference. Morris Morrison delivered a powerful opening session, focusing on the idea of having a “contribution mindset.” He talked about the importance of personal growth and building strong relationships throughout your career. He made me realize that you can't just build relationships when you need them; you have to invest in them over your entire career. These relationships will help you grow as a person and a supply chain professional. When you face challenges, you can rely on the "wisdom of your crowd" to help solve problems in ways you might not have thought of on your own.

Fawn Weaver, CEO of Uncle Nearest Whiskey, shared her journey of building a billion-dollar brand in just five years. It was incredible to hear about her success, especially since she was new to the spirits industry. The educational tracks at the conference were also impressive, covering topics like AI in logistics and the latest sustainability practices. 

Fawn Weaver Being Interviewed

Supply Chain Hall of Fame Inductee

Roger Penske was also honored with induction into the CSCMP Supply Chain Hall of Fame at EDGE 2024. The Hall of Fame is housed at the Sam M. Walton College of Business at University of Arkansas. 

Roger started Penske Logistics as an outgrowth of Penske Corporation's transportation expertise. Under his leadership, Penske Logistics has become a major force in the supply chain world, offering innovative logistics solutions and setting high standards for operational excellence. His commitment to quality and customer service has made Penske Logistics a trusted partner for many companies, and his influence continues to inspire supply chain professionals. Everything Roger has worked on has turned into a success, and Penske Logistics is no different.

Roger Penske - Supply Chain Hall of Fame Inductee - video acceptance 

Shelley Simpson's Story

While Shelley was a Keynote speaker, I think her story deserves a section all to itself. She is not only a great CEO but her story is inspirational to every person in the supply chain industry and I dare say, in any industry. 

Listening to Shelley Simpson from J.B. Hunt was a person highlight. Shelley talked about her journey from starting as an entry-level customer service representative to becoming the President of J.B. Hunt. She emphasized the importance of taking risks, continuously learning, and empowering others. Her authentic leadership style and dedication to innovation have been key to J.B. Hunt's success. Shelley reminded us that true leadership is about helping others grow as you grow, and her passion for creating opportunities for her team was motivating. I was especially proud when she mentioned an example I was involved in—helping establish the J.B. Hunt Final Mile Services business unit. It was great to hear her talk about the importance of listening to customers, and I was part of the customer she was referring to!

Shelley Simpson - President and CEO of J.B.Hunt

Why CSCMP Matters

If you're early in your career, attending industry conferences like CSCMP EDGE is incredibly valuable. These events aren't just about learning from experts—they're about building connections that can shape your professional future. The knowledge, best practices, and networking opportunities are worth the investment, even if you have to pay out of pocket. Conferences like this help you stay up to date on trends, learn about new technologies, and connect with peers who are facing similar challenges.

Final Thoughts

Investing in yourself by attending events like EDGE 2024 isn’t just about growing professionally; it's about opening doors to new opportunities and setting yourself up for long-term success. Whether your company supports you or you fund it yourself, attending these conferences is a decision you won't regret.

Keep investing in your growth.

Stay curious, stay connected.

J.B. Hunt as NVOCC

I missed this one but I do think it is interesting the intermodal arm of J.B. Hunt is now a licensed NVOCC.  The article from the Journal of Commerce cites this as a decision more about how to get their Chinese 53' containers to the US at a lower cost (perhaps because they now are hit with tariffs). 

Not sure but it will be interesting as J.B. Hunt is a company to dabble, learn then exploit a good business opportunity.