C.H. Robinson + SCHERMER:
Six years of building brands and driving demand.
Since 2012, we’ve helped C.H. Robinson navigate the brand and marketing challenges of their diverse logistics and supply chain businesses. We’ve led initiatives that have transported them into new markets and delivered stronger customer relationships along the way.
proprietary technology becomes A COMPELLING brand EXPERIENCE
When C.H. Robinson unveiled a new logistics management system that connected its customers to their internal transportation management system (TMS), we didn’t see an app – we saw an opportunity. In partnership with our client, SCHERMER recommended elevating this primary customer connection into a compelling brand and experience.
We named it Navisphere, developed the brand platform and visual identity, and implemented a full-scale launch. Navisphere catapulted C.H. Robinson far ahead of its competitors, and gave the company a proprietary technology brand that is recognized and respected throughout the industry.
our ux aptitude IMPROVED THEIR APP
With the brand set, C.H. Robinson asked us to create consistent and compelling UX/UI for both desktop and mobile apps. By applying innovative UX ideas—real-time data visualizations, dashboard designs, tracking and mapping analytics, and intuitive interfaces—we made mountains of existing and underutilized TMS data useful for customers. Without changing any backend code.
Navisphere not only elevated how customers manage their shipping, but as important, it helped CHR create a new conversation and own a unique position in the marketplace.
driving a big OPPORTUNIty WITH SMALLER shippers
C.H. Robinson made a big lane change to serving SMB shippers when it acquired Freightquote and Freightview in 2015. CHR then turned to SCHERMER to help map out brand strategies and marketing plans for the newly acquired companies.
Based on our research and recommendations, Freightquote was positioned as an endorsed brand offered within C.H. Robinson’s existing services portfolio. Freightview, the “Kayak.com-like” little brother of Freightquote, required a different strategy.
a new service that puts SMALLER SHIPPERS IN THE DRIVER’S SEAT
Freightview was a small start-up with no brand awareness and few customers. What it did have was huge potential, due to a unique SaaS platform that enables SMBs to consolidate, manage and simplify their less-than-truckload shipments and partners. All it needed was a brand strategy and marketing boost.
Due to the unique dynamics of SMBs, SCHERMER recommended Freightview maintain its stand-alone status. We then developed a go-to-market strategy and digital marketing campaign that emphasized the brand’s essence while reflecting its customers needs: independence, empowerment, simplicity, and control.
SCHERMER continually monitored and managed Freightview’s digital media properties and buys to optimize their effectiveness. Based on a steady stream of analytics, we were able to make monthly adjustments, such as testing new execution partners or balancing channel delivery, to maximize performance and reach more buyers.