Transport is becoming more complex daily, from electrification and an aging workforce to stricter regulations and rising customer expectations. Companies that want to stay ahead must gain better control over their people and fleet.
Most of the Time is Spent In the City
Even though drivers might cover 80% of their distance on highways, they spend 80% of their time in urban areas. City driving is getting tougher when delivering groceries, consumer goods, or construction materials. Zero-emission zones, weight limits, delivery windows, and closed streets make it harder to get around. And city deliveries are becoming more fragmented—smaller drop-offs, more stops, and tighter spaces—meaning more time is spent parking, loading, and unloading than driving.
As fuel prices rise and driver shortages worsen, organizing transport efficiently is no longer optional. Urban areas, in particular, are incredibly complex: the logistics of a historic city center like Utrecht or Leiden are very different from modern cities like Rotterdam or Almere. Traffic patterns vary dramatically by hour, and what works at 7 AM may be a nightmare by 9 AM. Urban transport is unpredictable and risky—success depends on meticulous planning, real-time monitoring, and empowering drivers.
Smarter Coaching for Smarter Driving
Digital tools can help empower drivers. Think of last-mile guidance apps that steer drivers along the safest and most efficient route based on live traffic data. Video intelligence from dashcams can be used to coach drivers after risky situations. Online grocer Picnic uses digital tools to monitor and reward safe driving, cutting damage incidents by 80% in three months.
Better driving also means lower fuel or energy use. A poorly trained driver can burn up to 12% more diesel. For electric vehicles, the impact is even greater. A few percentage points in energy savings could be the difference between reaching your destination or making an unplanned (and costly) stop at a public charger. That’s not just more expensive per kWh—it also wastes valuable driver time. Unfortunately, a lack of standardization still makes it challenging to analyze EV energy use effectively.
Plan Better, React Smarter
Gaining better control over people also means improving planning. That includes factoring in realistic loading times, time-of-day traffic variations, and special events. Yet many transport companies still rely on the same planning settings every weekday, despite knowing full well that Tuesday morning traffic differs from Friday’s.
It doesn’t stop with planning. Companies need to monitor trips in real time and make tactical adjustments. Maybe it’s better to move one delivery stop to the end of the route to avoid being late for ten others or reroute to prevent congestion. With AI, planners can quickly make more intelligent decisions based on real-time traffic, weather, ETA predictions, and dozens of delivery constraints.
Do It for your drivers
Better planning and coaching improve delivery performance and boost driver satisfaction. With skilled drivers increasingly hard to find, keeping them happy is essential. That means less stress, more predictability, and a chance to improve their skills.
Just don’t overdo it. Overmonitoring can backfire—no one wants to feel like they’re being watched every second. Use tech to support drivers, not control them. In the end, a smart city logistics strategy starts behind the wheel.
Walther Ploos van Amstel.