The 2019 slowdown in U.S. freight markets affected volumes across modes of transport. The outlook for 2020 freight volumes is for weak growth in tonnage, driven by somewhat better conditions in manufacturing and agriculture as well as growth in import and export volumes.
The forecasted pace of modal growth depends on conditions specific to each mode as well as areas of continued competition between modes. Some of the key elements of the modal demand outlook are the strength of the freight-intensive portions of the economy, how businesses manage inventories and operations, government policies including trade policy, and the expectations of business and consumers. Our analysis of underlying 2020 macroeconomic and industry forecasts prepared by early February sees baseline freight volumes in 2020 growing weakly from the low 2019 base. Importantly, these forecasts were prepared before the 2020 impacts of the COVID-19 outbreak for the U.S. economy, global supply chains, and freight demand could be well-understood, so the downside risks to these forecasts are potentially significant in 2020.
The 2020 U.S. macroeconomic forecast has been revised up slightly, now with a projected 2.3% growth in gross domestic product (GDP). This suggests 2020 will be about flat with GDP growth in 2019, while remaining slower than the 2.9% pace of 2018. The 2020 GDP growth sees strengthening business investment, including additions to inventory, as well as a return to trade volume growth.
Last year's GDP growth depended more on government than business spending, and trade was a drag due to the fall in exports. There was also the strike against GM that hit auto industry shipments late last year.
This 2020 outlook is for growth that is slightly above-trend. Very low unemployment, higher workforce participation, constrained inflation, and improved productivity will all benefit the economy. Significantly for freight demand, the pace of 2020 import growth is forecasted to increase to 2.7% from the 1.3% increase seen in 2019. Perhaps more importantly, with the implementation of the United States-Mexico-Canada Agreement (USMCA) and the U.S.-China Phase I trade agreement tariff reductions, exports are forecasted to rebound from the 0.3% drop in 2019 to 1.6% growth in 2020.
In the first quarter of 2020, we will see a drag on GDP growth due to Boeing's shutdown of manufacturing for the 737 Max aircraft, the lag in trade response to the U.S.-China Phase 1 Trade Agreement, and the early Lunar New Year timing. Quarterly GDP growth will be higher in the second half of 2020, however. Year-over-year comparison of freight volumes will show an increase in tonnage volumes compared to 2019. In contrast 2019 did not compare well with the modal freight growth in 2018 that had been accelerated by advanced ordering and inventory building due to the changes in trade policies.
Not a rebound
The positive economic conditions driving 2020 freight demand are not a return to the pace of freight demand seen in 2018. IHS Markit's forecast of weak 0.7% growth in 2020 total freight tonnage will leave 2020 as another challenging year for carriers, including many companies still with excess capacity they are working down. This freight outlook is not for a rebound in underlying demand yet offers some hope to carriers that the trough in the cycle is past, and they can look for a better year than 2019.
For supply chain managers, this freight forecast outlook implies a potential return to transportation cost increases. However, the remaining excess capacity in the market will limit how much or how quickly those changes will affect them in 2020. For shippers, the pace of sales volume growth will remain moderate with a few exceptions such as for those export commodities seeing removal of retaliatory tariffs by foreign countries or even commitments from China to increase purchases.
However, there remain mostly downside risks to these baseline forecasts, including potential impacts from policy mistakes and/or sustained drops in business and consumer confidence, whether related to Covid-19 or other 2020 market disruptions.
Different modes, different pace
Not all modes of freight transport will see the same pace of 2020 growth; the IHS Markit Transearch 2020 tonnage forecast reveals significant differences by mode. While the overall freight tonnage forecast is 0.7% growth in the United States, air, water, and rail intermodal are all forecasted to see growth at more than twice this pace. These Transearch modal freight tonnage forecasts for 2020 are summarized in Figure 1.
In 2020, air cargo and waterborne tonnage are forecasted to increase by 1.9% and 1.7%, respectively, the fastest pace among freight modes. The air cargo and water modes will benefit from the 2020 recovery in international trade, with two-way growth anticipated in both import and export volumes. Air cargo will also benefit from expected growth in e-commerce shipping. IHS Markit forecasts rail intermodal tonnage to grow 1.5% in 2020. This increase will be driven by the growth in trade volumes, as well as less intense competition from trucking, due to the bankruptcies in the trucking industry and the industry's efforts to reduce excess capacity in 2019.
Trade volumes may be negatively impacted by delays in imports from China. Factories and inland transportation are expected to resume operations the second half of February, and trans-Pacific cargo flows will reach normal levels no earlier than early March.
The overall tonnage growth forecast is dominated by the huge importance of trucking (79% of total tons) and rail carload traffic (12% of total tons). With industrial production growing, albeit slowly in 2020, the more domestic-focused truck forecast is for growth of 0.6% while rail carload tonnage will see a 0.5% growth rate. This slow growth will be driven by manufacturing and agriculture moving up from the depths of 2019 production and shipments levels.
That challenge is one of the reasons that fewer shoppers overall are satisfied with their shopping experiences lately, Lincolnshire, Illinois-based Zebra said in its “17th Annual Global Shopper Study.”th Annual Global Shopper Study.” While 85% of shoppers last year were satisfied with both the in-store and online experiences, only 81% in 2024 are satisfied with the in-store experience and just 79% with online shopping.
In response, most retailers (78%) say they are investing in technology tools that can help both frontline workers and those watching operations from behind the scenes to minimize theft and loss, Zebra said.
Just 38% of retailers currently use AI-based prescriptive analytics for loss prevention, but a much larger 50% say they plan to use it in the next 1-3 years. That was followed by self-checkout cameras and sensors (45%), computer vision (46%), and RFID tags and readers (42%) that are planned for use within the next three years, specifically for loss prevention.
Those strategies could help improve the brick and mortar shopping experience, since 78% of shoppers say it’s annoying when products are locked up or secured within cases. Adding to that frustration is that it’s hard to find an associate while shopping in stores these days, according to 70% of consumers. In response, some just walk out; one in five shoppers has left a store without getting what they needed because a retail associate wasn’t available to help, an increase over the past two years.
The survey also identified additional frustrations faced by retailers and associates:
challenges with offering easy options for click-and-collect or returns, despite high shopper demand for them
the struggle to confirm current inventory and pricing
lingering labor shortages and increasing loss incidents, even as shoppers return to stores
“Many retailers are laying the groundwork to build a modern store experience,” Matt Guiste, Global Retail Technology Strategist, Zebra Technologies, said in a release. “They are investing in mobile and intelligent automation technologies to help inform operational decisions and enable associates to do the things that keep shoppers happy.”
The survey was administered online by Azure Knowledge Corporation and included 4,200 adult shoppers (age 18+), decision-makers, and associates, who replied to questions about the topics of shopper experience, device and technology usage, and delivery and fulfillment in store and online.
Census data showed that overall retail sales in October were up 0.4% seasonally adjusted month over month and up 2.8% unadjusted year over year. That compared with increases of 0.8% month over month and 2% year over year in September.
October’s core retail sales as defined by NRF — based on the Census data but excluding automobile dealers, gasoline stations and restaurants — were unchanged seasonally adjusted month over month but up 5.4% unadjusted year over year.
Core sales were up 3.5% year over year for the first 10 months of the year, in line with NRF’s forecast for 2024 retail sales to grow between 2.5% and 3.5% over 2023. NRF is forecasting that 2024 holiday sales during November and December will also increase between 2.5% and 3.5% over the same time last year.
“October’s pickup in retail sales shows a healthy pace of spending as many consumers got an early start on holiday shopping,” NRF Chief Economist Jack Kleinhenz said in a release. “October sales were a good early step forward into the holiday shopping season, which is now fully underway. Falling energy prices have likely provided extra dollars for household spending on retail merchandise.”
Despite that positive trend, market watchers cautioned that retailers still need to offer competitive value propositions and customer experience in order to succeed in the holiday season. “The American consumer has been more resilient than anyone could have expected. But that isn’t a free pass for retailers to under invest in their stores,” Nikki Baird, VP of strategy & product at Aptos, a solutions provider of unified retail technology based out of Alpharetta, Georgia, said in a statement. “They need to make investments in labor, customer experience tech, and digital transformation. It has been too easy to kick the can down the road until you suddenly realize there’s no road left.”
A similar message came from Chip West, a retail and consumer behavior expert at the marketing, packaging, print and supply chain solutions provider RRD. “October’s increase proved to be slightly better than projections and was likely boosted by lower fuel prices. As inflation slowed for a number of months, prices in several categories have stabilized, with some even showing declines, offering further relief to consumers,” West said. “The data also looks to be a positive sign as we kick off the holiday shopping season. Promotions and discounts will play a prominent role in holiday shopping behavior as they are key influencers in consumer’s purchasing decisions.”
Even as the e-commerce sector overall continues expanding toward a forecasted 41% of all retail sales by 2027, many small to medium e-commerce companies are struggling to find the investment funding they need to increase sales, according to a sector survey from online capital platform Stenn.
Global geopolitical instability and increasing inflation are causing e-commerce firms to face a liquidity crisis, which means companies may not be able to access the funds they need to grow, Stenn’s survey of 500 senior e-commerce leaders found. The research was conducted by Opinion Matters between August 29 and September 5.
Survey findings include:
61.8% of leaders who sought growth capital did so to invest in advanced technologies, such as AI and machine learning, to improve their businesses.
When asked which resources they wished they had more access to, 63.8% of respondents pointed to growth capital.
Women indicated a stronger need for business operations training (51.2%) and financial planning resources (48.8%) compared to men (30.8% and 15.4%).
40% of business owners are seeking external financial advice and mentorship at least once a week to help with business decisions.
Almost half (49.6%) of respondents are proactively forecasting their business activity 6-18 months ahead.
“As e-commerce continues to grow rapidly, driven by increasing online consumer demand and technological innovation, it’s important to remember that capital constraints and access to growth financing remain persistent hurdles for many e-commerce business leaders especially at small and medium-sized businesses,” Noel Hillman, Chief Commercial Officer at Stenn, said in a release. “In this competitive landscape, ensuring liquidity and optimizing supply chain processes are critical to sustaining growth and scaling operations.”
With six keynote and more than 100 educational sessions, CSCMP EDGE 2024 offered a wealth of content. Here are highlights from just some of the presentations.
A great American story
Author and entrepreneur Fawn Weaver closed out the first day of the conference by telling the little-known story of Nathan “Nearest” Green, who was born into slavery, freed after the Civil War, and went on to become the first master distiller for the Jack Daniel’s Whiskey brand. Through extensive research and interviews with descendants of the Daniel and Green families, Weaver discovered what she describes as a positive American story.
She told the story in her best-selling book, Love & Whiskey: The Remarkable True Story of Jack Daniel, His Master Distiller Nearest Green, and the Improbable Rise of Uncle Nearest. That story also inspired her to create Uncle Nearest Premium Whiskey.
Weaver discussed the barriers she encountered in bringing the brand to life, her vision for where it’s headed, and her take on the supply chain—which she views as both a necessary cost of doing business and an opportunity.
“[It’s] an opportunity if you can move quickly,” she said, pointing to a recent project in which the company was able to fast-track a new Uncle Nearest product thanks to close collaboration with its supply chain partners.
A two-pronged business transformation
We may be living in a world full of technology, but strategy and focus remain the top priorities when it comes to managing a business and its supply chains. So says Roberto Isaias, executive vice president and chief supply chain officer for toy manufacturing and entertainment company Mattel.
Isaias emphasized the point during his keynote on day two of EDGE 2024. He described how Mattel transformed itself amid surging demand for Barbie-branded items following the success of the Barbie movie.
That transformation, according to Isaias, came on two fronts: commercially and logistically. Today, Mattel is steadily moving beyond the toy aisle with two films and 13 TV series in production as well as 14 films and 35 shows in development. And as for those supply chain gains? The company has saved millions, increased productivity, and improved profit margins—even amid cost increases and inflation.
A framework for chasing excellence
Most of the time when CEOs present at an industry conference, they like to talk about their companies’ success stories. Not J.B. Hunt’s Shelley Simpson. Speaking at EDGE, the trucking company’s president and CEO led with a story about a time that the company lost a major customer.
According to Simpson, the company had a customer of their dedicated contract business in 2001 that was consistently making late shipments with no lead time. “We were working like crazy to try to satisfy them, and lost their business,” Simpson said.
When the team at J.B. Hunt later met with the customer’s chief supply chain officer and related all they had been doing, the customer responded, “You never shared everything you were doing for us.”
Out of that experience, came J.B. Hunt’s Customer Value Delivery framework. The framework consists of five steps: 1) understand customer needs, 2) deliver expectations, 3) measure results, 4) communicate performance, and 5) anticipate new value.
Next year’s CSCMP EDGE conference on October 5–8 in National Harbor, Md., promises to have a similarly deep lineup of keynote presentations. Register early at www.cscmpedge.org.
Amid unprecedented challenges, the 2024 State of Logistics Report arrives at a crucial time for the global logistics industry. Now in its 35th edition, it remains a cornerstone for professionals, offering invaluable insights into a landscape marked by economic uncertainty, geopolitical instability, and the escalating impacts of climate change. For decades, this report has guided shippers, carriers, and industry leaders with clarity and strategic foresight in navigating an ever-evolving global economy.
According to the report, the balance between shippers and carriers may shift again in the coming months. Potential rate increases loom, driven by external factors like geopolitical developments and environmental concerns. In such uncertain times, comprehensive, data-driven insights are invaluable.
The report provides a detailed understanding of current market dynamics, grounded in data, expert analyses from CSCMP and Penske Logistics, and insights from leading global companies. This rich compilation helps logistics professionals plan strategies to not only weather the storm but also achieve long-term success.
A key takeaway is the contrast between carriers' challenges and shippers' opportunities. Carriers face high operating costs, weak demand, and excess capacity, increasing financial pressure. Conversely, shippers are capitalizing on lower rates and diversifying carrier relationships to enhance resilience. Some are even monetizing their logistical capabilities, turning challenges into advantages.
The report's importance is underscored by over 60 press outlets globally, garnering significant media attention from the likes of Supply Chain Xchange, DC Velocity, and The Wall Street Journal. Many noted that professionals are adapting to “permanent volatility” by leveraging technology to manage disruptions. Meanwhile, Paul Page of The Wall Street Journal notes that U.S. business logistics costs accounted for 8.7% of GDP in 2023, highlighting the industry's integral role in the economy.
At CSCMP, we take pride in releasing the State of Logistics Report, providing professionals with essential information to make informed decisions in a complex world. Our partnership with Penske Logistics and others ensures the report is comprehensive and forward-looking, offering actionable insights to drive the industry forward.
Looking ahead, challenges persist, but with the right tools, data, and strategies, the logistics industry is well-positioned to navigate this turbulent economy. The 2024 State of Logistics Report serves as both a guide and a call to action, encouraging professionals to think creatively, plan strategically, and act decisively amid uncertainty.
CSCMP remains committed to supporting our members and the broader logistics community. Through collaboration, innovation, and knowledge-sharing, we believe the industry can overcome today's challenges and seize opportunities. The future of logistics is complex, but with the right insights and leadership, it is also filled with promise.