The New Rules of Resilience: Data-Driven Supply Chains in a Volatile World
As supply chains grow more complex, companies face rising pressure to deliver faster, smarter and more efficiently. From labor costs and inventory swings to the demands of omni-commerce, which merges stores, e-commerce and mobile into one experience, brands are rethinking how they use data and automation to stay ahead.
Doug Minnick, division president of food and beverage at GXO, shares how leading brands use intelligent logistics to boost visibility, agility and resilience. Backed by GXO’s global 3PL expertise, he shares how to turn complexity into a competitive advantage.
CGT: What are some of the most effective data-driven practices consumer goods companies can adopt to improve supply chain visibility and agility in an omni-commerce environment?
Doug Minnick: Agility starts with clarity, and clarity begins with data. The most effective brands treat data not as a byproduct of operations but as a strategic asset. That means:
- Building a clean data foundation: Step one: Collect accurate, relevant data. Step two: Structure it for decision-making. Many brands struggle here, particularly when data is fragmented across systems or originates from manufacturing rather than logistics.
- Leveraging real-time visibility: Track performance in real time to see productivity, utilization and fulfillment risks hour by hour. Prioritize metrics like scans per hour to enable faster decisions, improve labor responsiveness and stay ahead of volume shifts.
- Integrating demand planning and labor management: These levers must work together. Accurate forecasting drives smarter labor allocation, which is critical in high-velocity environments like food and beverage, where seasonal spikes and retailer requirements add complexity.
- Defining the right KPIs: Focus on metrics that drive business outcomes and customer satisfaction, not just operational efficiency. Metrics such as order cycle time, pick accuracy and fulfillment speed directly impact profitability and brand loyalty.
Visibility isn’t just about seeing what’s happening. It’s about knowing what to do next.
CGT: What common challenges do consumer goods companies face when trying to implement real-time analytics in their logistics operations, and how can they overcome them?
Minnick: Real-time analytics often reveals deeper operational challenges. One major hurdle is data integrity. If data isn’t accurate — due to inconsistent scan protocols, shared logins or unflagged anomalies — insights can’t be trusted. That’s why strong data governance is essential before deploying new systems.
Usability is another challenge. Even with large volumes of data, it must be structured for easy interpretation. Visualization tools help only when the data is clean and relevant.
To address this, we launched GXO IQ, the first AI-enabled logistics platform built by logistics experts. Designed from real operational experience, it captures clean, relevant data to fuel predictive AI, shifting logistics from automation to orchestration. By transforming billions of data points into actionable insights, GXO IQ helps brands streamline labor, control inventory and fulfill orders with speed and precision. It’s the logistics operating system of the future.
CGT: How can consumer goods companies use forecasting and demand planning tools to better prepare for volatility, such as seasonal spikes or shifts in consumer behavior?
Minnick: Volatility is a given; what matters is how you prepare. AI-enabled forecasting tools can analyze historical trends, external signals and real-time inputs to anticipate demand shifts. Holidays and promotions, for example, drive predictable surges. The key is aligning labor and inventory ahead of those spikes using predictive models.
We help brands scale labor without overhiring by using flexible models like gig platforms. Advanced automation stabilizes throughput and reduces manual processes. Autonomous forklifts, robotic pallet handling and goods-to-person systems support high-volume operations with speed and precision, advancing low-touch, automated “dark warehouse” environments.
Combined with proximity strategies such as co-locating warehousing near manufacturing, brands can respond faster and reduce risk.
With our customers, GXO IQ boosts agility by applying smart algorithms informed by real-time and historical data. Predictive forecasting helps brands anticipate demand shifts and align resources. In dedicated operations where speed and accuracy are paramount, this intelligence supports proactive planning and rapid response.
CGT: In the push for greater supply chain resilience, how should consumer goods companies balance the need for efficiency with the need for flexibility and redundancy?
Minnick: Balancing efficiency and resilience is one of the toughest supply chain challenges. The key is recognizing that not all products or operations require the same approach. For stable product lines, optimize for efficiency.
For new launches, seasonal demand or volatile markets, flexibility is key. That might mean modular automation, strategic facility placement or short-term manual solutions. For example, we often deploy sites near customer manufacturing to enable faster response times and reduce production risk.
Simplicity in design often trumps hyper-efficiency, especially when frontline teams must adapt quickly. If a process is too complex, it becomes a liability during peak periods or disruptions. In those moments, agility is the differentiator when expectations are high and flawless execution is non-negotiable.
We encourage our partners to think long-term, investing in systems and infrastructure that flex with the business, not just optimize for today’s cost per unit. The future belongs to those who can adapt with speed, precision and purpose.
At GXO, we help brands build that future through every decision, every data point and every delivery.
