Cracking Complexity: Inside Ahlers’ Vision to Become a Fully Digital Freight Forwarder
Ahlers is taking the next step in its digital journey. With a new Transport Management System (TMS) at the core, we are building a data-driven logistics ecosystem that enhances visibility and control across global supply chain, even in the complex markets like Central Asia. In this interview, Dimitri Aerts, Corporate IT Director, shares the vision behind this transformation and what it means for our customers.
Ahlers is investing heavily in a new Transport Management System (TMS). What’s the bigger vision behind this transformation?
For us, digitalization is a strategic shift to stay competitive and deliver more value to our customers. We’re transforming Ahlers into a truly digital freight forwarder. Our team is building an integrated ecosystem that connects order management, transport, warehousing, finance, and data analytics into one platform. Think of it as a control layer that orchestrates the entire supply chain in real time. That allows us to operate seamlessly across borders and offer customers a consistent, data-driven experience no matter how complex the region is.
Why is this especially relevant for regions like Central Asia and the Caucasus?
Because that’s where things get complicated. Here in Western Europe, tracking the cargo, for example, is relatively easy, everything is digitized to some degree. In Central Asia, that’s not always the case. You still have manual processes and sometimes limited digital infrastructure. At the same time, those countries are developing fast. Uzbekistan, for example, is really pushing digitalization. So you have this interesting situation where the region is complex today, but could leap forward quite quickly. As (digital) infrastructure improves, we’ll be able to scale quickly and offer customers a much smoother and more transparent service in a region that is becoming increasingly strategic and more competitive.
What are the most tangible benefits customers will see from the new TMS?
First of all, true end-to-end visibility. No more fragmented tracking links or country-by-country updates. We will have one interface and a single data stream across the entire route, even in traditionally low-visibility regions. While we already offer track & trace, the lack of a unified system led to fragmentation. The new solution is a game changer in that regard.
Second, greater proactivity. If a disruption occurs, let’s say a delay at the Caspian Sea, we detect it immediately and act before it impacts the supply chain. Advanced geolocation data from multiple sources enables faster decisions. This will also allow our customers to proactively reschedule delivery times sooner allowing to optimize their supply chains, whether to warn their customers, or to improve their inbound materials planning. At the same time, access to a network of around 250,000 carriers improves procurement and benchmarking, helping us respond quickly to market changes and deliver more competitive solutions.
Third, centralized data. Having everything in one place enables more advanced reporting and smarter decision-making when it comes to cost optimization, risk profiling, and benchmarking. Today, we already have around one million data points in our digital ecosystem, which provides a strong foundation for building predictive analytics. On top of that, we will be able to enrich our system with relevant public data, e.g. crime statistics from various countries and organizations like TAPA to strengthen transport security and optimize routing.
Finally, sustainability insights. Higher data quality will allow us to calculate CO2 emissions with more precision, helping customers make more sustainable choices.
Tracking in Western Europe is one thing but how do you make it work in more challenging regions?
By not relying on a single technology, by using a hybrid approach. If trucks are equipped with GPS, we integrate that data. But we also enable tracking via smartphone apps or digital sensors, which allows us to cover regions where hardware isn’t always available. That combination helps us close the visibility gap in markets like Central Asia. Not every forwarder can do that today.
What is the timeline of the project? When do you expect full implementation?
2025 was about building the foundation. 2026 is about integrating the customers and scaling adoption. From 2027 onwards it will get more interesting. That’s when we’ll really start leveraging the data with advanced analytics, predictive insights, better control tower capabilities.
What role will AI play in Ahlers’ IT transformation?
With unified data and real-time visibility, control towers become more powerful and much easier to implement. Our teams will be able to monitor global operations in real time, with AI supporting them in detecting anomalies instantly and enabling more proactive decision-making. At the same time, AI will act as a digital assistant for our teams by making them more effective. It helps to analyze large datasets, detect patterns, and suggest actions. A good first example is LEXI, our internal AI-based contract management system that tremendously decreased amount of time spent on such tasks. For customers, that means faster responses and better insights.
What does success look like for Ahlers in the next few years?
For us, success means becoming the digital benchmark for freight forwarding in complex regions. A partner that combines deep regional expertise with an strong and accessible digital layer. This means logistics in complex regions will feel predictable and we will de-complex our customers' supply chains. And if our customers can make faster decisions and anticipate issues earlier with our new system without needing to worry about what’s happening behind the scenes, then we’ve done our job.