How to Increase OTIF Performance

adam • July 29, 2022

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How to Increase OTIF Performance

On-time, in-full delivery services have become a standard by which retailers grade a supplier's ability to make deliveries on time, at the indented location, and with a full as requested load. Keeping track of OTIF performance rates is a primary concern for shippers as successful on-time delivery significantly impacts industry reputation and customer perspective. Poor on-time delivery can be a devastating blow to a shipper’s reputation. The better the OTIF rate, the better a company's reputation is among brokers, shippers, and customers. Retailers are paying more attention to on-time, in-full services and rates to encourage reliable delivery and ensure that carriers and 3PLs hit requested delivery dates and promised benefits.



On-time delivery success rates are essential for all shippers, especially those dealing with produce, perishables, and other specialty cargo. According to a report from McKinsey & Co, The US food retail industry loses an estimated $15–20 billion in sales every year because items are out of stock, not delivered on time, lost or damaged, or otherwise unsaleable after delivery. That is a lot of lost revenue, which comes down to poor OTIF performance and delivery tracking logistics. Shippers across all industries, particularly those dealing with sensitive, hazardous, and delicate cargo, must be able to promise reliable delivery performance and OTIF delivery for all loads.


The Importance of OTIF Delivery


On-time delivery helps to ship management and team members measure supply chain efficiency in real-time in industry-specific settings. This KPI allows companies to see at a glance how closely they are coming to meeting their goals regarding promised delivery times and conditions. Slight misses are expected, but customers expect reliable and safe delivery of their orders. Understanding
OTIF and why it matters is critical to improving shipping services across the supply chain.


A July 2022 article by SupplyChainBrain reinforced this trend, noting "The number of shoppers expecting same-day delivery nearly tripled in a year. While only 24% of shoppers placed same-day delivery orders in 2020, 68% say fast shipping was a deciding factor in their 2021 orders. To put this in perspective, in 2019, same-day delivery amounted to a $5.87 billion market in the US; by 2024, the market is estimated to be worth $15.6 billion." Tracking, monitoring, and updating are the norm, not the exception. Despite market uncertainty and instability, OTIF services and reliable delivery performances are critical for continued recovery and growth.


How to Improve OTIF Delivery Services Performance


On-time, in-full services remain a critical focal point for many industries, but the consumer tech and grocery markets continue to top the list of those most concerned about the supply chain in 2022. That is according to a report highlighted by Logistics Management, where “more than 30,000 company earnings calls across 12 industries from early 2018 to April of this year. In fact, the supply chain was mentioned as a concern in 22% of grocery earnings calls in 2018, 90% in 2020 and 100% in 2022.” Knowing how to improve on-time delivery services and keep OTIF rates high can be challenging for shippers and transportation service providers.


The following tips can make the process of monitoring, maintaining, and perfecting OTIF delivery best practices easier from start to finish:


Know Retail Customer’s Delivery Requirements


One of the biggest obstacles to on-time delivery fulfillment is a simple lack of customized planning and preparation. Every delivery is different, as is every customer and drop-off. Providing reliable delivery performance depends on shippers knowing the unique factors impacting deliveries and their ability to meet the nuanced requirements of individual retail customers.


Improve Scheduling for Pickup and Drop-off


On-time delivery is different for various customers and industries, but it all comes down to proper planning and scheduling of pickups and drop-offs. Shippers who use real-time scheduling services and keep in touch with carriers and customers can offer the best on-time, in-full services. They can keep customers satisfied with personalized delivery specifications.


Improve Communications With Warehouse and Suppliers


Prioritizing delivery services and keeping OTIF performance rates as high as possible helps shippers maintain relationships with suppliers, warehouse personnel, and other team members. Quality communications and reliable contact points are essential to ensuring on-time delivery is the norm rather than the exception for regular loads and oversized and overweight freight.


Optimize Network Configuration and Chain of Command


Shipping service providers looking for ways to quickly and easily boost on-time in-full services should look at their current network setup. Optimizing the current tools and systems and improving existing chains of command can improve front and back office processes. This, in turn, allows more focus to go to quality services that enable reliable, on-time delivery.


Restructure Order and Shipping Volumes and Schedules


On-time delivery remains in high demand, thanks partly to the growing interest in e-commerce sales and shipping. Shippers who struggle to maintain OTIF performance regularly might need to consider restructuring some aspects of their network. Doing so can go a long way toward improving access to drop and hook, LTL, zone skipping, and other services.


Do Not Forget Lead Time Considerations for Shipping


One aspect of on-time delivery many shippers fail to consider when starting is the need for wiggle room with shipping schedules. Including enough lead time can help remove stress around rush orders and short turnaround. Building in a day or two of lead time reduces stress and makes it easier to provide reliable delivery performance.


Work With Preferred Carriers and Service Providers


Choosing the most suitable carrier and driver partners is critical to maintaining the highest level of quality and service for on-time delivery needs. Working with industry leaders and finding the right service provider for each load can affect every shipment. It can mean providing the best on-time, in-full services or missing specialty, hazardous, or chilled/cold delivery expectations.


Ensure the Supply Chain Can Support Shipment Loads


Sometimes the issues impacting a company's ability to provide on-time delivery are not with the company itself. Sometimes the market is too saturated or disruption too severe for any company to compensate. Keeping an eye on the entire supply chain network and current market trends makes monitoring OTIF performance averages easier for shippers and freight brokers.


Consider Consolidation Opportunities for LTL and TL


At times what worked for one load or customer might not be best for another. Some tweaks and adjustments might be necessary, such as consolidating shipments, diversifying LTL and TL load options, and improving on-time, in-full services. Perfecting on-time delivery is all about adjusting and responding to current trends and conditions when necessary.


Maintain Focus on Visibility and Real-Time Insights


Reliable delivery performance is the ultimate goal of all shipping service providers and has short and long-term impacts on companies of all sizes. Keeping up with retail trends and delivery demands with real-time insights and visibility improves shipping performance from start to finish. On-time delivery rates increase the more insight shippers have into the network.


Implement Automated and Tech-Back Solutions


The final thing express shipping providers can do to quickly and easily improve their success rates for on-time delivery is to embrace modern supply chain technology. Machine learning, automation, and advanced tools and software can drastically improve end-to-end performance within the supply chain. These steps also dramatically improve OTIF performance and keep deliveries on track.


Regardless of the trends seen and what current freight and trucking market demands are like, the need for fast, reliable, and timely delivery is here to stay. If anything, the demand will likely keep growing for the foreseeable future. Between 2020 and 2021, same-day delivery demand increased significantly in the United States. This was more often the case for orders shipped by web-only merchants and less frequent for store-based retailers. According to surveys compiled by Statista, “24 percent of US online shoppers opted for same-day delivery for purchases from pure online merchants in 2020. As of February 2021, the percentage increased to 36 percent." For this reason, if nothing else, shippers must prepare and be ready to focus on OTIF performance now and for the years to come.


Secure On-Time In-Full Services With Insights From Industry Leaders


Close and careful monitoring of OTIF performance rates remains a dominating concern for shippers as the successfulness of on-time delivery significantly impacts every aspect of growth and success. The better the OTIF rate, the greater the odds are that a shipping company can make good on promised delivery services and deadlines. Retailers are paying more attention to on-time, in-full services and rates to maintain a competitive advantage and to keep customer satisfaction levels as high as possible. Contact Entourage Freight Solutions today to learn more and to secure the OTIF rating you need with reliable delivery performance monitoring.

By Nick Terry April 28, 2025
In 2025, trade policy is no longer something that the freight industry can leave on the back burner. Trade policy today is shaping strategy at every level. From tariff escalations and retaliatory duties to sweeping regulatory changes and targeted maritime fees, supply chain leaders are navigating a freight market in which unpredictability is the only constant. Sourcing decisions are shifting, pricing dynamics are unstable, and long-standing operational models are being rewritten in real time. This edition brings together key stories highlighting the growing pressure across logistics channels. Each development points to an industry moving fast, and often reactively, to keep pace with volatile policy decisions. Tariffs Stall US Freight Recovery as Shippers Pause Orders The recent move by the U.S. Trade Representative (USTR) to impose entrance fees on Chinese-built ships calling U.S. ports has only added to the confusion and uncertainty gripping global supply chains and freight operations. Shippers are pausing plans and slashing orders, with truckload volumes, containerized imports, and manufacturing output all showing signs of contraction. Ocean freight spot rates have collapsed: Asia-U.S. West Coast rates have fallen 61% since January to $2,050 per FEU, while East Coast rates have dropped 53.7% to $3,100 per FEU . Blank sailings are rising, with vessels leaving Asia half-empty. Amazon and Five Below are among the major retailers reducing orders from Asia. Container imports jumped 15.3% in 2024, but forecasts now predict a 20-27% decline through the summer. Exporters, particularly agriculture and forestry suppliers, are also squeezed, facing 125% retaliatory tariffs from China. Truckload and intermodal rates remain stagnant, while U.S. factory output fell sharply in March. US Apparel Importers Brace for Long-Term Volume Declines According to Trade Partnership Worldwide, a 124.1% tariff on Chinese clothing and footwear is expected to reduce U.S. apparel imports by 1.6% annually . China still accounts for 41.7% of apparel shipments, leaving limited flexibility for diversion. The American Apparel and Footwear Association (AAFA) is warning of price hikes and mounting infrastructure stress as sourcing pivots toward Vietnam, India, and Indonesia. A looming May 2 deadline for de minimis exemptions could further complicate flows and delay deliveries. Even with a temporary 90-day pause in reciprocal tariffs, the policy uncertainty already affects long-term planning. AAFA CEO Steve Lamar calls the shifting policies “chaotic,” and warned that high tariff pressure will hit both importers and U.S. manufacturers reliant on Chinese components. Port and rail capacity limitations at larger gateways are adding to concerns. Retailers now face rising costs, shrinking margins, and operational delays — all while consumer demand continues to shift rapidly. Freight Pricing Gains Lose Momentum According to the TD Cowen/AFS Freight Index, Q1 truckload rates rose 5.9% above the 2018 baseline, but are expected to decline slightly in Q2. Shippers are responding to tariff threats with aggressive front-loading and shorter-haul routes, driving per-shipment costs to three-year lows. LTL carriers remain focused on profitable lanes and high-quality freight rather than chasing volume. The index forecasts a 0.7% year-over-year increase in LTL rate per pound for Q2 , despite sustained demand softness and macro uncertainty. A key driver behind the softening spot market conditions is a shift to shorter hauls and regionalized distribution, pushing per-shipment costs to their lowest point in more than three years. This trend reflects how retailers and manufacturers are repositioning inventory in response to tariff volatility, as NRF’s Jonathan Gold and DAT analyst Dean Croke noted. Meanwhile, the LTL sector is seeing a 4% rise in fuel surcharges, offsetting lower weights and shorter hauls. With the freight market still under pressure after 26 months of contraction, optimism remains subdued as we enter the midyear period. US Truckload Freight Spot Rates Continue to Fluctuate National benchmark rates have experienced a decline across all categories. As of April 18, dry van decreased by 4 cents to $1.62, reefer by 2 cents to $1.88 , and flatbed by 3 cents to $2.16. This marked the first overall decrease since late January, signaling potential shifts in market dynamics. These changes can be attributed to factors such as tariff uncertainties and tighter capacity, especially affecting the flatbed market. Flatbed rates rely heavily on manufacturing activity in the country, which has been particularly hard-hit by the ongoing trade war with China, and to some extent, with the rest of the world. US Finalizes Tiered Fee Plan Targeting Chinese Ships The U.S. is moving forward with a revised plan to levy voyage-based fees on Chinese-owned and Chinese-built ships calling at American ports. The U.S. Trade Representative (USTR) announced the measure as part of a broader Trump administration effort to counter China’s dominance in shipbuilding and logistics while reigniting domestic ship construction and port infrastructure investment. Starting in six months, Chinese operators will be charged $50 per net ton, with an annual increase of $30 for three years . Non-Chinese carriers using Chinese-built vessels will face lower rates, beginning at $18 per ton or $120 per container, with annual increases. The USTR capped fee applications at five voyages per vessel annually, scaling back its original, more punitive per-port-call proposal after intense industry pushback. The fees are tied to findings from a USTR investigation, which concluded that China’s shipbuilding dominance — producing 29% of global fleet capacity and 70% of all container ships on order — stemmed from unfair trade practices. Exemptions apply to ships arriving empty, those in the Great Lakes or U.S. territories, and some bulk exports. LNG vessel transport restrictions will phase in over 22 years to support U.S. production. China’s largest container carrier, Cosco Shipping Lines, has sharply criticized the USTR’s plan. In a strongly worded statement, Cosco labeled the move as “discriminatory,” and warned it would disrupt global industrial and supply chain stability. Cosco denied allegations from that USTR investigation that claimed China manipulated its shipping and shipbuilding sectors to gain an unfair advantage. The carrier said it upholds “integrity, transparency, and compliance” in global competition and remains committed to ensuring the resilience of international trade. Walmart Investing $6B in Mexico, Central America Store Expansion Walmart of Mexico and Central America will invest $6 billion to open new stores across the region , reinforcing its long-term commitment to growth in Latin America. The expansion will include Bodega Aurrera, Walmart Supercenters, Sam’s Club, and Walmart Express formats, building on a robust network of 3,200 stores across all 32 Mexican states. This latest move echoes Walmart’s earlier $1.3 billion investment in 2016 for regional distribution and operational upgrades. The retailer entered the Mexican market in 1991 with a Sam’s Club in Mexico City. In a statement, Walmart said the new expansion reflects confidence in the region’s economic potential and consumer demand. Globally, Walmart continues to invest aggressively in infrastructure and store development. The company has pledged about $4.5 billion for its Canadian operations and $1.3 billion in Chile to build 70 new stores and a distribution center. In the U.S., Walmart is executing a five-year plan to build or convert more than 150 stores while modernizing 650 existing locations under its “Store of the Future” initiative. Experience Seamless Shipping with Entourage Freight Solutions Entourage Freight Solutions believes in total transparency in the shipping process. That is why we invest in tech solutions that track every shipment extensively, monitor every driver, and extract every bit of efficiency without sacrificing quality. Our state-of-the-art platform utilizes cloud-based GPS tracking to keep you informed, reroutes shipments on the fly to avoid delays, and even responds to real-time market changes to ensure you receive your shipment on time and as soon as possible. Our Services Full Truck Load (FTL): When you need a truck all to yourself. Less-Than-Truckload (LTL): Efficient solutions for multi-stop shipments or combining smaller loads to save on costs. Refrigerated Trucking: Keeping your temperature-sensitive products fresh and safe. Cross-Docking: Strategically located facilities in Shelby, Ohio, Cedar Rapids, Iowa, and Romulus, Michigan, for streamlined consolidation, storage, and distribution. Ready to experience a new level of service and control in your freight shipping? Request a quote today to see how Entourage Freight Solutions can help with your freight movement and other supply chain needs.
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