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, Brian Dean, president of managed transportation at transportation provider RXO, discusses how brands can optimize performance and build more resilient supply chains through technology and a data-driven strategy.
RXO is a leading provider of asset-light transportation solutions and is the third-largest provider of brokered transportation in North America.
The company offers tech-enabled truck brokerage services together with complementary solutions, including managed transportation and last-mile delivery. RXO combines massive capacity and cutting-edge technology to move freight efficiently through supply chains across North America.
In 2024, RXO acquired Coyote Logistics. The newly combined company’s expanded market position and technology integration increased capacity for customers and access to freight for carriers.
What industries do you primarily serve?
RXO serves a range of industries, including automotive, industrial manufacturing, food and beverage, retail and e-commerce.
Which industry do you think has the most to teach others about improving their supply chain logistics?
The pharmaceutical industry has the most mature supply chain operations by necessity and has a lot to teach others. This industry faces stringent requirements on traceability, quality control, handling sensitive goods and managing recalls, on top of a list of nuanced complexities with global regulations. Succeeding in this industry requires a strong and adaptable supply chain that ensures traceability and visibility throughout the network.
What is the main thing brands and retailers could do right now that would immediately improve logistics?
One action brands can take is to improve data visibility and analytics across the entire supply chain.
In a traditional supply chain, teams work from demand forecasts, which can lead to various stakeholders being disconnected throughout. This can cause the end consumer data — such as consumer behavior — to get lost or not make its way back to earlier stages in the supply chain that could improve processes to maximize opportunity and revenue.
