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According to Arno Rossouw, managing executive at POP Warehouse there is a growing expectation among clients for integrated logistics solutions that combine asset management, storage, distribution, tracking and reporting, giving businesses greater visibility and control across the entire process.
“Client expectations are changing, and logistics needs to evolve with them. Businesses want partners who can connect the dots across their operations so they can know where their assets are, how effectively they are being used and what the information is telling them about what comes next. We see technology as a critical part of delivering that value, not just to move assets faster, but to give our clients the intelligence and control to make better decisions,” says Arno Rossouw, managing executive at POP Warehouse.
He goes on to explain that the scale and complexity of the events sector reflects a broader shift in the logistics sector, where technology is becoming central to the management of complex operations.
For event organisers, brands and agencies, the journey of an asset rarely ends when it reaches a venue. Branded activation stands, promotional displays and event equipment may move between warehouses, distribution points, venues and retail locations before returning for storage, maintenance, refurbishment or redeployment.
Each movement generates information that, when captured and connected, can help businesses understand how their assets perform throughout their lifecycle.
“From the operational side, we're seeing clients looking for much greater visibility and quicker access to information,” says Leeanne Soobramoney, Executive: Client Services at POP Warehouse. “They want to know what stock is available, where it is, what has been dispatched, what has been returned and whether anything needs attention. They also want that information to be accessible without having to chase different teams or wait for separate reports. When you are working against an event deadline, having accurate information readily available can make a big difference. It allows teams to identify potential issues sooner, coordinate more effectively and make informed decisions before small problems become bigger ones,” she adds.
This type of integrated approach, explains Soobramoney, brings together warehouse management, asset tracking, distribution, returns management, reporting and system integration. Live dashboards can provide visibility across campaigns, stock levels and operational performance, while reports on slow-moving and dormant stock can help clients identify assets that may be underutilised.
The next opportunity lies in using this information to anticipate demand and guide decisions. Historical campaign data, for example, can reveal patterns in asset usage across products, regions and campaign types, helping businesses plan future requirements, allocate stock more effectively and potentially reduce unnecessary production and storage.
The shift towards more connected logistics also creates opportunities to improve how assets are checked, maintained and redeployed. One area POP Warehouse is exploring is the potential use of LiDAR scanning to capture returned equipment collectively and compare it against original dispatch records. The aim is to help identify potential shortages or damage while reducing the manual effort involved in counting and checking returned items.
Asset intelligence can also support more informed decisions about maintenance, refurbishment and replacement, helping businesses extend the useful life of equipment and get more value from their investment.
For Rossouw, however, technology must always serve a clear business purpose.
“Technology for its own sake is not the answer. It needs to solve real problems, improve the client experience and strengthen the way we operate. Our focus is on continuing to develop connected capabilities that bring together our operational expertise, our systems and the information we generate, so that we can offer clients more than execution alone,” he says.
Soobramoney agrees that the value lies in combining technology with people and experience. “Live data and better systems are important, but so is knowing how to interpret the information and act on it. Our role is to help clients navigate the complexity behind their campaigns and give them the confidence that the details are being managed. The technology supports that relationship; it doesn't replace it”.
As the events industry becomes more interconnected, the logistics supporting it must evolve to keep pace. Connected systems, actionable insights and greater visibility across the asset lifecycle are likely to play an increasingly important role in helping businesses manage resources efficiently, from dispatch to return and beyond.
