Suppose, You’re running a freight forwarding business that’s been around for over a century, built on relationships, expertise, and traditional ways of doing things. Then suddenly, you’re losing customers to competitors who can deliver quotes in minutes while you’re still juggling multiple carrier portals and Excel spreadsheets. Sound familiar?
This is exactly what happened to OREY Shipping and how they turned it around with a digital transformation that didn’t just save time, but revolutionized their entire approach to freight forwarding.
The Challenge: When Manual Processes Meet Modern Demands
Let’s be honest, most freight forwarders are still stuck in the stone age when it comes to rate procurement. Hugo Martins, Director IT at OREY Shipping, puts it perfectly:
“Their freight forwarding operations faced daily challenges related to the time-consuming nature of the ocean freight quoting process, the difficulty of comparing rates between carriers, the constant need to consult multiple portals, and the lack of digital tools capable of centralizing information effectively.”
Multiple Portal Juggling
If you’re in freight forwarding, you know the drill. One tab for Maersk, another for MSC, yet another for CMA CGM and that’s just the beginning. Each carrier has their own portal, their own login process, and their own way of presenting rates. It’s like trying to conduct an orchestra where every musician is playing from a different sheet of music.
The Excel Spreadsheet Nightmare
And then there’s the spreadsheet madness. Copying rates from one portal, pasting them into Excel, formatting them, comparing them manually all while hoping you didn’t make a typo that could cost thousands.
Hugo explains how this reality “made it difficult to efficiently compare rates, increased our response times to clients, and limited our ability to quickly offer competitive solutions.”
Customer Response Time Bottlenecks
Here’s the kicker: while you’re spending hours gathering quotes, your customer is getting impatient.
In today’s instant-everything world, a 24-hour quote turnaround feels like an eternity. Your competitors with digital tools? They’re responding in minutes.
Meet OREY Shipping: A Maritime Legacy Embracing Digital Innovation
OREY isn’t your typical startup trying to disrupt the shipping industry. Founded over 100 years ago, this Portuguese shipping powerhouse has weathered world wars, economic crises, and countless industry transformations. They’ve built their reputation on reliability, expertise, and deep maritime knowledge.
100+ Years of Shipping Excellence
With such a rich heritage, you might think OREY would be resistant to change. But here’s what sets them apart – they understand that tradition and innovation aren’t mutually exclusive. Hugo emphasizes their forward-thinking approach:
“At OREY, we have been closely monitoring the technological evolution of the transport and logistics sector. We believe that digitalization is not merely a trend, but a strategic necessity to ensure long-term competitiveness and sustainability.”
The Strategic Vision for Digital Transformation
This isn’t a knee-jerk reaction to market pressure. OREY’s leadership recognized early on that digital transformation is inevitable. The question isn’t whether to digitize, but how to do it right
Why Change Became Inevitable
Every transformation story has a moment when the status quo becomes unsustainable. For OREY, it is the realization that their manual processes were “compromising commercial agility and limiting their ability to respond to customers quickly.”
Competitive Pressure in Freight Forwarding
The freight forwarding landscape is brutal. Margins are tight, customers are demanding, and new competitors with digital-first approaches are constantly entering the market. Traditional players who don’t adapt simply get left behind.
The Cost of Inefficiency
Think about it, every hour spent manually gathering quotes is an hour not spent on building customer relationships, developing new business, or strategic planning. The opportunity cost of inefficiency isn’t just time; it’s growth, profitability, and market position.
Customer Expectations Rising
Today’s shippers expect Amazon-level service from their freight forwarders. They want instant quotes, real-time tracking, and seamless communication. Meeting these expectations with manual processes is like trying to compete in Formula 1 with a horse and buggy.
Enters CargoFive
After evaluating various options, OREY identified CargoFive as the solution that aligned with their needs. But what made CargoFive different from other platforms in the market?
What Made CargoFive Stand Out
Hugo explains their decision:
“CargoFive isn’t just another rate comparison tool” says Hugo
“It is a comprehensive platform designed specifically for freight forwarders who needed to streamline their procurement processes without sacrificing the relationships and expertise that made them successful”
Alignment with OREY’s Strategic Goals
The partnership made sense because both companies shared a vision of what freight forwarding could become.
Hugo notes: “We saw in this partnership a concrete opportunity to better position ourselves in freight forwarding services.”
Implementation Journey
Let’s be real – no digital transformation is smooth sailing from day one. OREY faced the same challenges that most companies encounter when implementing new technology.
Initial Team Resistance and Change Management
Hugo is refreshingly honest about the initial pushback:
“Initially, there is some resistance to change from certain team members, a natural reaction when disrupting a routine that has been established for many years.”
This is the reality in most traditional freight forwarding companies.
People are comfortable with their processes, even if those processes are inefficient.
Training Sessions and Skill Development
OREY didn’t just throw their team into the deep end. They “organized training sessions” focused on how to use the tool and understand its benefits within the context of our workflow.
The key is showing team members how CargoFive would make their jobs easier, not replace them.
The Collaborative Approach with CargoFive
What really set this implementation apart is CargoFive’s approach. Hugo highlights:
This isn’t your typical vendor-client relationship. CargoFive worked as a true partner, understanding OREY’s specific needs and challenges rather than pushing a one-size-fits-all solution.
Overcoming Data Quality Challenges
No implementation is without its technical hurdles.
OREY encountered limitations related to the initial quality and consistency of the data obtained from the platform, which required a period of adjustment and fine-tuning of their processes
The important thing? Team Cargofive worked through these challenges together.
Real Results
So what actually changed? The results speak for themselves.
Operational Efficiency Gains
Hugo reports that they “successfully reduced the average time required to generate certain quotes.”
But it’s not just about speed it’s about what that time savings enables. “This allows more time for dedication to commercial activities and customer relationships.”
Enhanced Customer Service Delivery
The transformation had a direct impact on customer satisfaction. OREY “strengthened our competitive position, which had a positive impact on how our clients perceived the level of service we provide.”
When you can respond faster and more accurately, customers notice.
Competitive Positioning Improvement
In the cutthroat world of freight forwarding, any competitive advantage matters. By streamlining their quoting process, OREY positioned themselves as a modern, efficient partner rather than a traditional, slow-moving incumbent.
What Other Freight Forwarders Can Take Away
OREY’s journey offers valuable insights for other freight forwarders considering digital transformation.
The Importance of Team Buy-in
Technology alone doesn’t create transformation, people do. OREY’s focus on training and change management is crucial to their success. You can have the best platform in the world, but if your team doesn’t embrace it, you’ll struggle to see results.
Technology as a Growth Driver
Hugo’s perspective is telling:
This isn’t about replacing human expertise, it’s about amplifying it.
The Future of Freight Forwarding
OREY’s transformation with CargoFive isn’t just about solving today’s problems it’s about preparing for tomorrow’s opportunities. Hugo emphasizes their ongoing commitment:
Thier ambition is clear: to continue offering our customers modern, efficient, and integrated logistics solutions capable of responding to the demands of an increasingly dynamic and demanding market.
The freight forwarding industry is evolving rapidly. Companies that embrace digital transformation now will be the ones leading the industry in the years to come. Those that don’t? Well, they’ll be the cautionary tales.
Why Digital Transformation is No Longer Optional
OREY’s story isn’t unique, it’s the story of every freight forwarder who recognizes that the old ways of doing things simply aren’t sustainable anymore. The choice isn’t between tradition and innovation; it’s between adaptation and obsolescence.
Hugo sums it up perfectly:
“The experience with CargoFive has been a step in this direction, demonstrating how technology can and should be a pillar of transformation in the freight forwarding sector.”
The question isn’t whether you’ll eventually need to digitize your operations it’s whether you’ll do it proactively like OREY, or reactively when you’ve already lost market share to more agile competitors.
Ready to transform your freight forwarding operations? Book a personalized demo with CargoFive and experience firsthand how digital transformation can revolutionize your business, just like it did for OREY.
Frequently Asked Questions (FAQs)
How long does it typically take to implement a platform like CargoFive?
While implementation timelines vary based on company size and complexity, OREY’s experience shows that with proper training and a collaborative approach, teams can start seeing benefits relatively quickly. The key is having a structured implementation plan and strong support from the platform provider.
What if my team is resistant to adopting new technology?
Team resistance is natural and was experienced by OREY as well. The solution lies in comprehensive training, showing clear benefits, and demonstrating how the technology makes their jobs easier rather than replacing them. Focus on the value it brings to their daily work.
Can digital platforms handle both spot rates and contracted rates?
While CargoFive initially focused on spot rates, platforms continuously evolve based on user feedback. The key is choosing a partner who listens to your needs and develops features accordingly, as OREY experienced with CargoFive’s collaborative approach.
How do I measure the ROI of freight forwarding digitalization?
Look beyond just time savings. Consider improved customer satisfaction, faster response times, reduced errors, increased quote volume capacity, and enhanced competitive positioning. OREY saw benefits across all these areas.
Is digital transformation worth it for smaller freight forwarding companies?
Absolutely. In fact, smaller companies often have the advantage of being more agile and able to implement changes faster than larger organizations. Digital tools can help level the playing field against bigger competitors by improving efficiency and service quality.
