Technology has revolutionised operations, efficiency, and customer expectations, and airfreight is no exception. From tracking shipments in real-time to automating manual processes, the digital revolution has transformed how businesses operate. Yet, in the airfreight sector, digital transformation has been slow to gain momentum, traditionally seen as a conservative industry relying on manual methods. Now, however, there is pressure, as the market demands more agility, transparency, and efficiency.
“The airfreight industry has always been dynamic, but today, the pace of change is accelerating, driven by a need to keep up with global disruptions and heightened customer expectations,” Ed Gillett, Founder and Director of CharterSync, said.
Shifting mindset
Despite the global shift toward digitalisation, the airfreight industry has historically lagged behind other sectors. Gillett acknowledges that this hesitancy to adopt new technologies has been largely due to internal culture and the lack of full buy-in across all levels of business.
“The biggest obstacle restricting digital transformation has been the culture within the business and the lack of buy-in from all areas,” he explained.
“Without bringing all employees on board the transformational journey, some can become stuck in their ways, resistant to change.”
This encouragement is dependent on senior management fostering the right environment: “Digital transformation is a long-term strategy, not something that can be adopted overnight.”
Constantly innovating
Competition drives firms to continuously innovate, but there’s an important balance between short-term incremental improvements and longer-term, game-changing innovations.
The fear of being left behind is palpable, especially as more forward-thinking companies leap ahead by incorporating digital solutions into their operations. However, companies need to be cautious of enacting innovation for the sake of it.
“It’s about making sure that innovations genuinely add value to the business and are not just implemented to keep up with industry trends.”
The pandemic’s role
The Covid-19 pandemic had a profound impact on the pace of digitalisation across all industries, and airfreight was no exception.
“There’s no doubt the pandemic was a great enabler for technological change. It forced the industry to accelerate by a number of years in a matter of months.”
While the pandemic acted as a catalyst, Gillett believes that the current push toward digitalisation is more about being further along the timeline than about any specific industry initiative.
Global supply chains have always been complex, but in today’s environment of constant disruptions, innovation is not just beneficial — it’s critical.
“Our forwarding clients expect us to react to changes in real-time and to ensure that every variable is being considered along the way. This means that with the use of our platform, we not only provide charter solutions in a matter of minutes but also ensure we do not leave any option off the table.”
CharterSync’s digital vision
CharterSync has always been committed to removing the complexity of air cargo chartering, and Gillett is clear about the role digitalisation plays in their strategy.
“Our goal is to empower our forwarding clients with greater speed and accuracy. We firmly believe in creating a symbiotic environment where new technologies are seen as tools to enhance team performance, not as threats.
“Track and trace have long been a buzzword within the industry, but only in recent years have we been able to obtain near 100 percent visibility from start to finish.
“At CharterSync, we actively want our customers to know whether there is a delay or if the aircraft has suffered an AOG (Aircraft on Ground). Providing real-time information allows all parties to work proactively rather than reactively.
“The coexistence of AI and human interaction is essential to foster enhanced productivity and growth over the next five to ten years. We believe the perfect blend of technology and human intervention is crucial.”
