Chain Reaction is Sourcing Journal’s discussion series with industry executives to get their take on today’s logistics challenges and learn about ways their company is working to keep the flow of goods moving. Here, Guru Rao, CEO of NuVizz, discusses how the delivery and transportation platform provides its partners with a comprehensive toolkit to handle today’s challenges—like tariffs and policy shifts—while improving efficiency and why companies should focus on the final mile.
Name: Guru Rao
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Title: CEO
Company: NuVizz
What industries do you primarily serve?
From the first mile to the last mile—and everything in between—we’re trailblazers in supply chain optimization and digitization. Infinitely flexible, NuVizz drives visibility, control, cost savings and a better customer experience across the fulfillment lifecycle.
We serve a wide range of industries that rely on efficient, time-sensitive logistics. These include shippers, carriers, freight forwarders, third-party logistic (3PL) delivery providers and businesses involved in auto parts, furniture, appliance and retail and e-commerce delivery.
What are the main things brands could do right now that would immediately improve logistics?
Those aiming to immediately improve logistics should pay particular attention to the final mile of their delivery leg. This stage—where goods reach customers—is arguably the most complex and cost intensive. However, significant improvements can be achieved by leveraging robust tools and strategies.
One crucial step is implementing advanced route optimization and freight visibility tools. These solutions can reduce delivery times, minimize fuel consumption and enhance overall efficiency. Meanwhile, real-time tracking and communication systems empower logistics teams and customers with greater visibility into shipment progress. This fosters transparency and enables proactive problem-solving when disruptions occur.
Multi-modal delivery options should also not be overlooked. They provide the flexibility necessary to scale operations and fulfill orders even during demand surges, like holiday seasons or sudden spikes in e-commerce orders.
Lastly, brands must center their strategies on the customer experience. Features such as precise delivery windows, live updates and seamless communication channels create a frictionless last-mile experience, meeting the heightened expectations of today’s direct-to-consumer landscape.
What can brands do to make better use of technology to improve logistics?
In a much-fragmented logistics space, transparency is the key in creating overall efficiency across the network, ultimately benefiting the end customers. Companies should embrace network-enabled platforms that create transparency and help [them] move faster. As disruptions are the new norm, companies should look beyond operational efficiencies, evaluate scenario planning and create a holistic solution that helps in being more resilient.
To better leverage technology and improve logistics, companies need to work with flexible tech integrators that align with their current technological capabilities. The reality is that many businesses still rely heavily on legacy systems as the backbone of their operations. While modern systems offer considerable advantages, a complete rip-and-replace approach can be risky, costly and disruptive.
Instead, companies should focus on phased and integrated execution strategies. Working with tech providers—whether delivering transportation management systems (TMS) or specialized point solutions—can ease the transition into modernized logistics. These partners enable businesses to introduce new features gradually, ensuring minimal disruption. Additionally, adaptable technology providers should offer scalability and customization, which allows brands to grow while leveraging increasingly sophisticated automation and analytics tools.
By investing in the right technology partners, businesses can achieve immediate enhancements in efficiency, cost management and customer satisfaction, while preparing for long-term competitiveness in the rapidly evolving logistics landscape.
What areas of logistics aren’t receiving the industry attention they deserve?
Last-mile fulfillment and logistics continue to be vastly underserved despite being one of the most expensive segments of the supply chain. With growing direct-to-consumer expectations, shorter delivery timeframes and increasingly complex delivery requirements, optimizing the final mile is essential. Yet, this is often overlooked in favor of broader supply chain processes.
Similarly, the environmental impact of logistics has yet to gain the widespread attention it warrants, particularly considering the rising emphasis on corporate sustainability. By prioritizing these areas, the industry can unlock significant potential for cost savings, service improvements and environmental benefits.
Are you optimistic about the state of supply chains in the next few years?
The freight recession is a well-known challenge, but the supply chain industry has proven its resilience time and again. While global uncertainties such as legislation, tariffs and policy shifts create temporary turbulence, the industry has adapted to major disruptions in the past.
With increased stability and a clearer understanding of global trade rules, supply chains will not only recover but thrive. Technological advancements—particularly in the realms of artificial intelligence (AI) and automation—will drive efficiency, reduce costs and enhance reliability. And as sustainability becomes a top priority, companies will innovate to align with consumer and regulatory expectations.
Overall, the outlook for supply chains remains sunny. While today’s challenges won’t disappear overnight, the industry’s adaptability and ingenuity mean it’s well-equipped to weather the current storms and emerge stronger for years to come.
