In the latest instalment of our supply chain industry executive interview series we speak to Martin Willmor, CEO at DigiHaul, about managing market volatilities, the opportunities presented by digital transformation, using AI to support real-time decision making and the quest to free people from spreadsheets…
Tell us about your company, products and services.
DigiHaul enables customers to access a network of road transport sub-contractors to deliver their goods. DigiHaul empowers customers and carriers to optimize their Transport operations by making smarter choices with data.
The Technology we have created has been designed specifically for road freight movements, allowing our customers and sub-contractors to communicate digitally from order placement right through to invoicing, all in the safe knowledge that our team of DigiHaulers are on hand to manage exceptions and provide the service quality to our customers need, so they can focus on their business
Our passion at DigiHaul is to ensure we minimise the impact road transport has on the environment, so we optimise every shipment and leverage our volume across all sectors to ensure no trip runs empty!
What have been the biggest challenges the Supply Chain industry has faced over the past 12 months?
Volatility. Not just the last 12 months, we are still feeling the hangover effects of COVID, the driver and fuel crises, not so much seen day to day now, however the contracts and agreements that were signed over that time are now coming up for renewals and tenders, naturally with commercial shifts and expectation changes. At DigiHaul we are able to stay agile and utilise our extensive haulier network to support customer demand, whilst also using the back office benefits to support cost-down initiatives. We are an asset light business so if customers don’t want to invest long term into fleet costs, we are a great alternative.
And what have been the biggest opportunities?
Digital transformation. More businesses are realising that tech isn’t just for the big players. There’s a real appetite now for smarter systems that reduce admin, improve visibility, and help teams focus on what really matters. That’s where we’ve seen a lot of growth. Our sub-contraction partners are also seeing the benefits, more loads and quicker payments as everything we need is digital – no more lost POD’s!!!
What is the biggest priority for the Supply Chain industry in 2025?
Efficiency without compromise. Everyone’s looking to do more with less, less time, less cost, less complexity, while continuing to deliver a great service. That means cutting out manual processes, creatively identifying added value services and investing in tools that scale with the business.
What are the main trends you are expecting to see in the market in 2025?
Automation is growing, but the focus is shifting to how it supports people, not replaces them. The best solutions are the ones that free up time without adding complexity and supporting real time decision making. It’s about giving teams the breathing room to focus on strategic decisions, rather than getting bogged down in admin, because that’s where real value is created. We are also seeing customers give us more dedicated work and switching from expensive fleet ownership. Did you know the UK is the only market globally where customers operate their own fleets!
What technology is going to have the biggest impact on the market this year?
I’d love to say DigiHaul! We’re investing heavily into AI now and how we can leverage the vast amounts of data to make our operations smarter and our communication sharper! The Transport business is still catching up, the first step was moving from paper to platform, now its all about using technology to simplify process and cut down on admin.
In 2027 we’ll all be talking about…?
It would be easy to say AI as that’s the buzzword that’s going around currently. However, its more around using AI with context, Automation that boasts an element of machine learning to support real time decision making will be critical in our industry.
What’s the most surprising thing you’ve learnt about the Supply Chain sector?
How much time is still spent on manual tasks. You’d be surprised how many teams are still buried in spreadsheets and emails. There’s huge potential to free up that time and redirect it to more strategic work.
You go to the bar at the Total Supply Chain Summit – what’s your tipple of choice?
Really boring – Birra Moretti!
What’s the most exciting thing about your job?
The buzz in the office before a bank holiday weekend. Our commitment to our customers is to cover every loads, 2-3 days before a bank holiday the buzz in the office is crazy!
And what’s the most challenging?
Balancing innovation with simplicity. We’re always pushing the boundaries of what our platform and team can do, but we have to make sure what we deliver is easy to use and adds real value from day one.
What’s the best piece of advice you’ve ever been given?
Success is a journey and not a destination.
Peaky Blinders or Stranger Things?
Both!
