The asset-based third-party logistics service specialist (3PL) and freight broker RJ Logistics offers a wide range of services, including cross-border shipping, truckload, expedited, flatbed/specialized, and drayage offerings. But the woman-owned, Southfield, Michigan-based company says its true strength is providing a positive freight experience for both shippers and carriers through open communication and collaboration.

But as RJ expanded its North American services into Mexico a few years back, it realized there was one aspect of its own operations that was falling short of its standards for communication: its ability to track and provide timely updates on cross-border shipments to customers. The 3PL was finding that traditional shipment-tracking tools that rely on driver opt-in or ELD (electronic logging device) integrations were not effective in Mexico. To compensate for the visibility gap, it was forced to rely heavily on manual check calls to determine the whereabouts of shipments, which slowed response times and created friction for operators and customers.

There were personnel repercussions as well. The lack of timely updates pulled RJ’s employees away from higher-value tasks, adding stress to the team and limiting their ability to scale up in the wake of a post-Covid market shift.

MAKING DATA COLLECTION AUTOMATIC

In search of a solution, the company turned to Rectangle, a Chicago-based provider of a universal application programming interface (API) and data sync platform built specifically for logistics. According to Rectangle, its technology streamlines complex workflows by turning them into automated data streams that connect seamlessly across systems, giving logistics teams real-time visibility without additional manual work.

RJ says it implemented Rectangle’s universal API and data sync platform in less than a day. The new system now pulls global positioning system (GPS) data from carriers and pushes live location updates directly into RJ Logistics’ McLeod transportation management system (TMS), creating an accurate, up-to-date view of every cross-border shipment inside the TMS.

The change gives RJ Logistics consistent visibility across borders and keeps reliable data flowing into existing systems. The new setup also eliminates those previously experienced gaps, speeds up response times, and strengthens customer trust, according to the two companies.

FROM PAIN POINT TO COMPETITIVE ADVANTAGE

Since the go-live, manual check calls have dropped by more than 70%, freeing up the equivalent of two full-time team members, according to the companies. RJ’s operators now focus on managing exceptions and customer service, while its customers receive faster, more consistent updates.

“With Rectangle, we went from spending hours chasing updates to having live tracking data flow directly into McLeod. It’s changed how we operate and how our customers see us,” said Ben Murchison, director of technology at RJ Logistics, in a case study describing the project. “Without bothering drivers, we’re seeing unprecedented tracking coverage for our cross-border shipments.”

Today, the integration delivers more than 95% tracking coverage with a 95th percentile tracking interval of about 15 minutes and has increased the number of tracking data points by a factor of 20. On top of that, the automation has laid the foundation for RJ Logistics’ next phase of growth, according to the two companies.

And importantly, offering that real-time cross-border visibility has allowed the 3PL to turn a former pain point into a competitive advantage, the company says. It now highlights live tracking as a core selling point in customer conversations, helping it stand out and win new business in a crowded market.