As volatility continues to reshape ocean freight markets, data is becoming a more important negotiating tool for shippers looking to secure stronger carrier contracts and more reliable service.
At TPM26 by S&P Global, Emser Tile and its partners explained how deeper visibility into freight performance is helping the company move beyond pricing alone and build a more strategic, resilient approach to procurement.
Matt McMahon, director of consulting at Bluspark, said that a strong data foundation allows shippers to gain a clearer picture of their operations and reshape discussions with carrier partners in a more informed way.
Bluspark, which provides ocean freight consulting and technology services, has been working with Emser Tile as the company places greater emphasis on transparency in how it procures ocean transport, particularly in an environment shaped by ongoing disruption.
Over recent years, the freight market has been hit by repeated shocks, from the pandemic to the Red Sea crisis and, more recently, the closure of the Strait of Hormuz. Those disruptions have pushed up freight rates, created port congestion and added further uncertainty to planning.
For shippers, one way to reduce that uncertainty is to bring more data into contract discussions. Detailed information can improve visibility on carrier performance, connect procurement decisions more closely to operational realities, and support more constructive collaboration.
For Emser Tile, cost is only one part of the equation. The company is also looking closely at consistency and service reliability. Rick Jordon, senior managing director at FTI Consulting, said shippers want confidence that their freight will move as planned. Rolled cargo, he noted, undermines the consistency of supply flows.
Mark Seal, chief supply chain officer at Emser Tile, explained that this issue is especially important for his business because it sits at the end of the construction chain, where timely delivery is critical. With transit times continuing to stretch in the current market, he said the company is taking a more multi-dimensional approach to data in order to understand which metrics should define procurement decisions.
That means looking not only at rates and carrier performance, but also at which vessel string cargo is moving on, which terminal it is routed through, and how individual ports are performing.
Speed is a particular priority for Emser Tile because of the company’s inventory-intensive model. Seal said working with carriers to identify the best lanes for faster movement is therefore a major operational focus.
A stronger data framework also helps the company make better sourcing decisions. Seal noted that if landed cost analysis suggests a move from Vietnam to Turkey would improve economics, accurate data can give the product development team the confidence to act. In his words, pennies matter, as does the cost of time.
He added that Emser Tile has already begun discussing specific data points with some of its carriers, not with the aim of penalising them, but to find more strategic ways of working together.
Jordon said that building a strong working relationship remains essential in this process. In his view, the best outcomes come not from pushing one side too far, but from finding a balanced middle ground that supports both service quality and long-term partnership.
