Tradition and innovation need not be a contradiction in terms. Röhlig Logistics GmbH & Co. KG, an internationally active family business with over 2,300 employees in more than 30 countries, has been combining experience with continuous development since 1852.
In the course of an ERP project, a central question arose: **Is there untapped potential for standardized, digitally mappable services in existing customer segments?
What began as a small analytics excursion developed into a pioneering use case for data analytics and AI.
The challenge
- Heavy dependence on empirical knowledge and expert assessments
- Complex data landscapes without systematic evaluation
- Unclear transparency about demand potential in existing customer segments
- Doubts about the cost-effectiveness of standardized, digital services (e.g. online quoting)
The prevailing assessment: **There is no relevant market for standardized digital offerings.
The approach: data analytics as the basis for new insights
A data-driven analysis platform was set up within a very short space of time:
Fast data preparation with Power BI Structuring and visualization of existing sales and logistics data.
Expansion through analytical models Identification of patterns, segments and recurring structures in the data.
AI-supported perspective on data Use of data-driven logics to make connections visible that lie outside human patterns of perception.
The insight: data beats intuition
The analysis delivered a surprisingly clear result:
- significant, previously untapped potential exists
- Certain customer segments show high suitability for standardized services
- Recurring patterns enable automation and digitalization
These findings contradicted the experts' previous gut feeling - and opened up new perspectives.
Important here: The results do not call the expertise into question, but rather complement it. **AI and analytics make visible what lies outside the usual field of vision.
The implementation: from insight to business model
Based on the insights gained:
- An online quoting solution for standardized logistics services was designed
- A new digital service was developed for defined customer segments
- Created the basis for scalable, data-driven business models
The added value for Röhlig
New sales potential Identification and activation of previously untapped market opportunities.
Data-based decision-making Strategic decisions are supplemented and backed up by facts.
Expansion of the business model Introduction of digital services for standardized use cases.
Better customer segmentation Targeted addressing of customers based on real usage patterns.
Reduction of "blind spots " AI-supported analyses expand human perception.
Conclusion
This success story shows impressively: The greatest value of data analytics and AI lies not only in increased efficiency - but in the ability to challenge existing assumptions.
Where experience reaches its limits, data-based models create new clarity.
**AI does not replace a gut feeling - it makes it more precise.