Does Logistics Matter? Answering YES to the question in our latest podcast episode is Martijn Smeets, Co-Founder of CargoClub. In this episode, we talk about a new perspective on customer loyalty in B2B and, more specifically, in Logistics.
In the logistics industry, relationships often revolve around price tags rather than partnerships. What if we could turn repeat shipments into a lasting partnership and climate progress? Martijn Smeets argues that loyalty programs, typically reserved for frequent flyers and coffee enthusiasts, can facilitate this change.
Loyalty in Logistics
Logistics is essential to how society stays in motion. Yet, the relationships within logistics have remained predominantly transactional. Freight forwarders often lose customers over mere cents per kilo. Loyalty is fragile, easily replaced by a better price.
Martijn Smeets knows this all too well. He began his career in air cargo during the COVID-19 pandemic. That crisis taught him two things:
- Supply chains are essential and delicate.
- Freight forwarding is a loyalty desert.
Sustainability in Logistics
While sustainability is likely not the first thing logistics buyers focus on, it is becoming increasingly important. Regulations are tightening, and ESG reporting is becoming mandatory. This means sustainability is becoming more critical. Sometimes, the options for directly reducing carbon emissions within a supply chain are limited. An alternative can then be to compensate for the emissions through carbon credit projects. A well-known example of a carbon credit project is reforestation.
Combining Loyalty and Sustainability
Inspired by airline frequent-flyer programs, Martijn Smeets and his co-founder Matthijs de Bock launched CargoClub. CargoClub helps freight forwarders reward repeat business not with discounts, but with something more powerful: carbon credits. This approach combines loyalty with sustainability.
Here’s how it works:
- Shippers earn loyalty points based on the weight or value of their shipments.
- These points can be redeemed for sustainability rewards, like verified carbon offset projects.
- Freight forwarders get stronger customer relationships.
- Shippers get environmental wins without new costs.
Frequent Freighter Miles
We’ve grown used to loyalty in our personal lives. Take frequent flyer programs, or the points you earn at the coffee shop. In logistics relationships, loyalty rarely enters the conversation.
That’s a mistake, says Martijn.
He emphasises that a loyalty program isn’t the first step. First, freight forwarders need to segment their customer base, understand who their best clients are, and what keeps them around.
Only then can loyalty become a meaningful lever for long-term growth, and not just another gimmick.
Want to learn more about how to increase loyalty? Listen to Episode 57 – Customer Loyalty in Logistics via the player below, or in your favourite podcast app. 👇
The header image for this blog was created by AI, based on the content of this episode.
