PUMA’s “Forever Faster” mission continuously earns it a place at the forefront of sports innovation, fashion, and design. It leads to firsts from the athletes they sponsor, like Usain Bolt and Neymar Jr, and leads to firsts in other areas, including supply chain innovation and logistics leadership. In a category defined by speed-to-market, PUMA is always looking for ways to get their latest merchandise out to consumers more efficiently and cost-effectively. It’s a strategy that has driven them to the forefront of automation and transportation management.
PUMA recently partnered with TradeLens to explore the benefits of enhanced supply chain visibility and event notification.
Like many athletes, PUMA’s outstanding achievement came from overcoming significant challenges. One of PUMA’s supply chain challenges was obtaining container release notification from port terminals. The lack of notifications forced PUMA’s busy in-house customs department to spend upwards of 2 hours per day checking the status of inbounded containers by searching ocean carrier websites, sending email queries, and making phone calls.
If PUMA could find a way to see in near-real-time when the terminal released each of its 200+ containers, the visibility benefits would be huge. The customs department would save time, and downstream partners like inland transportation providers and warehouses could use the information to plan more effectively.
This challenge was ripe for an automated solution. When PUMA reached out to their Key Account Manager, Mark Van Grinsven from A.P. Møller Maersk, he led them to TradeLens, and the race for real-time terminal release notification was on.
The first step involved going right to the data sources and getting them onto the TradeLens platform. PUMA granted partner access to the terminal in the Port of Bremerhaven that receives their containers. That enabled the terminal to publish each container release event via API instantly and securely to TradeLens. With PUMA’s notifications set up, TradeLens immediately triggered an email notification of the container’s release to selected team members in PUMA’s customs department. Implementation took three hours, and as soon as the data was available, notifications were being issued, informing the customs team in near real-time when containers were discharged and available for pick-up.
The realization of value was immediate. PUMA immediately sought to integrate more data from more parties, including a major 3PL with ties to all of Bremerhaven’s terminals. Granting TradeLens data-sharing access to their other local supply chain partners has enabled PUMA to receive notifications for 95% of its containers arriving at the port.
For PUMA’s customs department, saving valuable time each day to learn when its containers have been discharged from the terminal has enormous ramifications.
From a performance perspective, 100% of the Port of Bremerhaven’s terminals contribute event data to the TradeLens platform. As a result, PUMA currently receives real-time notification for 95% of the 200+ containers received into the Bremerhaven Port each week — with more to come.
The enhanced visibility promises to aid in resource planning and improve internal customer service. Proactive notifications from TradeLens reduce the risk of containers being overlooked and racking up detention and demurrage costs, too.
Achieving real-time notification of container discharge from every terminal in Europe’s 4th largest port is a significant victory for PUMA — and it’s just the starting point of the journey to explore TradeLens and develop solutions jointly.
PUMA’s customs department is just one of many future beneficiaries in a company their size. The opportunities are significant for improving visibility, enhancing control towers, and leveraging analytics throughout their international operations. When you multiply the applications in PUMA’s other departments and divisions worldwide, the potential for a faster supply chain is, well, forever.
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