In an increasingly complex environment, where consumption patterns are changing rapidly and logistics costs are skyrocketing, efficiency is no longer enough.
During the panel Beyond Efficiency: How to Achieve a Super-Productive Supply Chain , held by the #SoyLogístico Association , specialists agreed that the true differentiator lies in the ability to adapt, anticipate the market, and build resilient chains that not only respond to current demands but also evolve with the customer.
In this sense, adaptability, agility, strategic use of technology, and collaborative planning are the new pillars for achieving highly productive chains.
Roberto Briones, executive director of Logistics and Distribution at Farmacias del Ahorro , explained that increases in logistics costs , especially in industrial leasing, have forced companies to rethink their models.
“What has worked for us is generating greater productivity from people, with variable incentive schemes that motivate teams to boost productivity, not just accept it as an imposition,” he shared.
Furthermore, Farmacias del Ahorro has found a way to diversify revenue and offset rising costs by selling logistics services to third parties.
For his part, Juan Carlos Aderman, Head of Transport Latam at DHL Supply Chain , emphasized that in a changing environment like Latin America, chains cannot be static.
“The most important thing is adaptability. Technology is essential, but so is the ability to change processes and business models quickly,” he commented.
According to Aderman, the key is to constantly adjust operations and encourage continuous learning within teams.
Hector Cabrera, Head of Demand Planning at Kraft Heinz , highlighted that consumption in Mexico shows signs of contraction , with moderate growth focused primarily on private labels and low-priced products.
“Demand planning must be more agile and integrated. We already use machine learning for forecasting, but now the crucial thing is to incorporate real-time information from the point of sale and coordinate it with production, purchasing, and distribution,” he noted.
Roberto Briones emphasized that a deep understanding of the client and the agile use of information are crucial.
“Today, we not only face high variability in demand, but traditional seasonality is also disappearing. Omnichannel allows us to capture these changes early and react more intelligently,” he noted.
The panelists agreed that, beyond technology, key skills in short supply are deep root cause analysis, storytelling skills to communicate the value of logistics solutions to the business, and data literacy .
“We need to build teams that can understand, apply, and explain data. It’s not enough to have the tools; you have to know what they’re for and how to convince the organization to use them,” said Héctor Cabrera.
Specialists also noted that today’s logistical complexity requires carefully selecting the right technological tools.
“It’s not about loading up on technology. The real application lies in simplifying repetitive processes and analyzing consumption patterns with up-to-date data. Otherwise, wrong decisions can be made based on outdated information,” Briones explained.
Héctor Cabrera added that the industry is moving toward the integration of Artificial Intelligence (AI) agents to improve real-time supply planning, with technologies such as digital twins that allow for simulating scenarios and making better decisions.
Meanwhile, Juan Carlos Aderman emphasized that, although chains are becoming more technologically advanced, the focus must remain on the customer.
“Super productivity doesn’t just come from having warehouses, inventory, or trucks; it comes from understanding your customer, their market, and their real needs. That will tell you what technology to use, how much inventory to have, and how to design your operation,” he said.
Transformation with the team, not without it
The panelists agreed that logistics transformation doesn’t involve displacing people, but rather empowering them with the right tools to make them more productive.
They emphasized that collaboration between departments must be based not only on goodwill, but also on robust processes that ensure information is synchronized from the source.
“When data isn’t integrated from the beginning, the chain comes to a standstill. Therefore, it’s necessary to structure processes in a disciplined manner to ensure smooth operations,” Briones emphasized.
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