Route Optimisation: Smarter Logistics for Customers and the Planet
Author: David Mollart, Head of Ecommerce, Browns Distribution
Two lorries can leave the same depot carrying exactly the same freight. One makes money. The other loses it.
The difference often comes down to decisions made long before the engine starts: how the freight is grouped, the order in which it is loaded, the delivery sequence, the route chosen and whether the vehicle can collect another load on its return. A few planning decisions can separate a productive journey from one that wastes time, fuel and capacity.
That is why route optimisation matters. It is often discussed in terms of technology, algorithms and efficiency, but at its heart it is about making better decisions. It means using the information, tools and experience available to plan smarter journeys, make better use of vehicles and deliver a more reliable service for the businesses that depend on us.
For Browns Distribution, that is where the real opportunity lies: improving what happens on the road by making better choices before a vehicle leaves the depot.
More Than Just the Shortest Route
When people think about route planning, they often imagine finding the shortest route from A to B. In reality, the best route is not always the shortest one.
A well-optimised route considers a much wider set of factors. It looks at delivery windows, vehicle capacity, driver hours, traffic patterns, fuel efficiency, collection points, onward connections and the type of freight being carried. It also considers how we can make the most of the space available on each vehicle.
That last point is particularly important in palletised distribution. A standard articulated trailer will typically carry around 26 UK standard pallets or 33 Euro pallets when single stacked, depending on the load, weight and configuration. But simply filling a trailer is not enough. The real skill is in planning loads so that space, weight and delivery sequence all work together.
Two trailers can leave the depot completely full and still perform very differently. One might make 12 deliveries and cover 180 miles. Another could make the same 12 deliveries but travel 250 miles because the freight was loaded in the wrong order or the drops were sequenced poorly. From the outside, the trailers look identical. Operationally, they are not. Good route optimisation prevents that wasted mileage by ensuring the load order, delivery sequence and wider journey work together.
Why Vehicle Utilisation Matters
One of the most important measures in transport is vehicle utilisation. Put simply, it is about making sure the vehicles we put on the road are being used as efficiently as possible.
Every empty space on a trailer represents a missed opportunity. Every unnecessary mile adds cost, fuel usage and emissions. Every poorly planned journey creates avoidable pressure for drivers, traffic teams and customer service teams.
Better vehicle utilisation supports lower operating costs, clearer plans for teams and more dependable collections and deliveries for customers. Its effect reaches beyond the transport operation too: when freight arrives as expected, customers are better placed to keep the promises they have made to their own customers.
The Environmental Case for Smarter Planning
The environmental impact of logistics is rightly under more scrutiny than ever before. As an industry, we have a responsibility to reduce unnecessary mileage, improve fuel efficiency and make smarter choices about how freight moves around the country.
Route optimisation has a major role to play in that.
The most environmentally friendly mile is often the one we do not need to drive in the first place. By planning more efficient routes, consolidating freight effectively and maximising the use of available vehicle space, we can reduce wasted mileage and make every journey work harder.
This is where pallet networks play such an important role. Browns is proud to be part of Palletline, a network built around a multi-hub model that helps reduce the need for freight to travel long distances into one central point. Instead, freight can move through regional hubs, creating a more efficient structure for national pallet distribution.
That approach is not just operationally smart; it is environmentally smart too. Palletline’s multi-hub model has been reported to remove millions of trunking miles from the network each year compared with a single-hub model, preventing thousands of tonnes of CO₂ emissions. It is a clear example of how intelligent network design can reduce road miles while still giving customers the national coverage they need.
That is what modern logistics should be about: better service, delivered in a more responsible way.
Technology’s Growing Role in Transport and Warehousing
Technology is becoming increasingly important across every part of logistics, from transport management systems and warehouse management systems to customer booking platforms, tracking tools and electronic proof of delivery.
We are also seeing growing use of AI across transport and warehousing. Used properly, AI can help teams analyse large amounts of information quickly, spot patterns, predict demand, identify inefficiencies and support better decision-making.
But it is important to be clear about one thing: technology should support people, not replace them.
The best logistics operations are not built on technology alone. They are built on experienced teams who understand freight, customers, vehicles, drivers, networks and the realities of the road. Technology gives those teams better visibility and better tools, but the judgement and care of people still matter enormously.
At Browns, we want our teams to have the best tools at their disposal. That means investing in systems, processes and ways of working that make life easier for colleagues and improve the service we provide to customers.
When our traffic teams have clearer information, they can make better planning decisions. When our warehouse teams have better visibility, they can prepare freight more efficiently. When our customer service teams have accurate updates, they can keep customers informed. And when our drivers are supported with well-planned routes, they can focus on delivering safely, professionally and on time.
That is how technology creates value: not as a buzzword, but as something that helps people do great work.
Innovation With a Practical Purpose
Innovation in logistics does not always have to look dramatic. Sometimes it is a better route plan. Sometimes it is a clearer customer update. Sometimes it is using data to spot where vehicles are underutilised or where a process can be improved.
The important thing is that innovation has a practical purpose.
At Browns, we have always been focused on moving forward. We are a family-run business with decades of experience, but we also understand that the industry is changing quickly. Customers expect more visibility, more flexibility and more reliability than ever before. At the same time, businesses are under pressure to control costs and improve sustainability.
That combination means we cannot stand still.
Being innovative in transport is not just about adopting new technology. It is about having the mindset to keep improving. It is about asking better questions. Can we reduce this mileage? Can we plan this route more effectively? Can we give the customer better information? Can we make this process simpler for the team? Can we use this vehicle more efficiently?
Those small improvements add up. Over time, they make a real difference to performance, service and environmental impact.
What This Means for Customers
For customers, route optimisation might not always be visible, but the benefits certainly are.
A well-planned journey creates more reliable delivery schedules, clearer communication and fewer last-minute changes. Poor planning can have the opposite effect: a delivery window is missed, the next drop is delayed and one inefficient decision begins to affect several customers.
Route optimisation helps contain that risk while keeping costs under control and supporting sustainability goals through reduced mileage and better vehicle efficiency.
For ecommerce customers in particular, this matters more than ever. When a business sells online, the delivery experience becomes part of the customer experience. A late, missed or poorly communicated delivery can affect reputation, reviews and repeat business.
That is why we look at logistics as more than moving freight. We are helping our customers keep their promises.
Whether we are moving a single pallet, managing regular distribution or supporting a wider ecommerce operation, route optimisation helps us provide a service that is dependable, efficient and built around real-world customer needs.
Smarter Routes, Stronger Service
The future of logistics will be shaped by businesses that can combine experience, technology and responsibility, but the value of route optimisation is already visible in the decisions made every day.
Route optimisation affects far more than mileage. It influences cost, reliability, workload, customer service and environmental performance. The difference between a profitable route and a wasteful one may be a loading decision, a delivery sequence, an avoidable detour or an empty return journey. None of those choices looks dramatic in isolation, but together they determine how well a transport operation performs.
For Browns Distribution, smarter route planning is not simply about finding a quicker way from A to B. It is about making each vehicle, journey and decision work harder for our teams, our customers and the wider environment.
That means continuing to combine practical experience with better information and technology, so that we can reduce waste, support reliable service and help customers keep their own promises.
For customers, the value lies in working with a logistics partner that treats every route as an opportunity to improve reliability, efficiency and environmental performance.
Every mile matters.
The challenge is not simply driving fewer miles. It is making every mile count.
More from Browns
View all articles
Touchbase Features You Might Have Missed
If you've already used Touchbase to book freight, track a consignment or download a POD, you'll be familiar with the basics. But there's plenty more built into our new TMS, and customer portal. Some of its most useful features are designed to save time on the jobs you do repeatedly, give more people in your business access to the information they need and reduce the amount of manual admin involved in managing your freight. Here are a few features you might have missed! Two-hour delivery windows and live ETAs Checking whether a consignment has been collected or delivered is useful, but Touchbase can give you much more detail while your freight is moving. Live status information, ETAs and two-hour delivery windows give you a clearer idea of when your freight is expected to arrive, while mapping tools make it easier to see exactly where collections and deliveries are taking place. See live status updates as your freight moves Get ETAs and two-hour delivery windows View collection and delivery locations on the map Spend less time chasing for progress updates Reusable booking presets If you regularly send similar freight or use the same collection and delivery points, there is no need to start every booking from scratch. Touchbase lets you create reusable booking presets, so you can start with information you already use regularly and simply make any changes needed for that particular movement. Spend less time entering repeat booking information Reduce unnecessary manual data entry Make regular bookings quicker to create For customers making the same or similar bookings regularly, it's a simple feature that can save a surprising amount of time. Live pricing across our services You don't need to contact us every time you want to check the cost of a movement. Touchbase gives you access to live pricing across our transport services, allowing you to price different movements and book them through the same system. Get prices without waiting for a quote Compare the options available for your freight Move straight from pricing to booking It means you can make decisions and get freight booked without adding another email or phone call to your day. Bulk imports Booking consignments individually works well for smaller volumes. When you're arranging dozens of movements at once, bulk imports can make a much bigger difference. Rather than entering every consignment separately, you can upload multiple bookings together and manage them through Touchbase once they've been created. Create multiple bookings in one go Reduce repetitive data entry Manage higher booking volumes more efficiently For customers processing larger volumes, this can remove a considerable amount of manual work. Map pins and Street View Getting the exact collection or delivery point right isn't always as straightforward as entering a postcode. Touchbase includes mapping tools to help you check locations visually, including map pins and Street View. This can be particularly useful for larger sites, industrial estates or locations where the correct entrance isn't immediately obvious. Check collection and delivery locations visually Give us more accurate location information Help avoid confusion at unfamiliar sites It's a relatively small feature, but one that can make a real difference when a driver is trying to find the right place. User and permission management Touchbase doesn't have to sit with one person in your business. You can create users and control what different colleagues can access, helping get the right information directly to the people who need it. Give accounts teams access to invoices and documents Allow transport teams to manage bookings and tracking Control access and permissions across your organisation It means fewer internal requests for information and avoids one person becoming the gatekeeper for everything relating to your Browns account. Collection and delivery photographs Touchbase gives you more than a status update when your freight is collected or delivered. Photographs captured during the movement can provide a visual record at collection and delivery, sitting alongside the rest of the consignment information within Touchbase. See your freight at collection and delivery Keep a clearer visual record of each movement Get more context without having to chase for information Because Touchbase connects with the applications used by our drivers and operational teams, information captured while your freight is moving can feed directly back into the same system. Reporting and operational data The Touchbase dashboard gives you a live overview of what's happening across your account, without having to dig through individual consignments to piece the picture together. Key logistics KPIs and operational data are brought together in one place, helping you quickly see how much freight you're moving, where it's going and how activity is changing over time. See key logistics KPIs from one dashboard Track booking and freight volumes over time Spot trends and changes across your account Get a clearer picture of your overall transport activity Rather than only using Touchbase when you need to book or track a particular consignment, the dashboard gives you a wider view of your logistics operation whenever you log in. API integration For some customers, one of the most useful Touchbase features could mean spending less time in the portal altogether. Touchbase can integrate with other systems through an API, allowing routine transport processes to become part of your existing digital workflow rather than requiring information to be repeatedly entered into different systems. Reduce duplicate data entry between systems Automate routine transport processes Maintain visibility through Touchbase as volumes grow API integration won't be necessary for every customer, but for businesses processing high volumes or spending significant time on manual freight administration, it can make a substantial difference. See what Touchbase could do for your business Touchbase has been built to make managing freight simpler, give businesses greater visibility and take unnecessary admin out of day-to-day logistics. If you're looking for a better way to manage your transport, speak to the Browns team and we'll show you what Touchbase can do. We can arrange a demo, talk through your current logistics operation and show you how Browns and Touchbase could help you manage it more effectively. Speak to our team , book a demo and see what upgrading your logistics with Browns could look like.
Browns lands £1m deal as bespoke TMS goes live
Originally published in Motor Transport page 4, September 2026. Stoke operator expands contract logistics arm with dedicated truck fleet. Browns Distribution has developed a bespoke transport management system (TMS) alongside securing a contract logistics deal worth more than £1m a year. The Stoke-on-Trent operator has launched Touchbase, a platform developed by its in-house software team and designed around the requirements of pallet distribution. Unlike an off-the-shelf TMS, Touchbase was built using Browns’ operational experience and was developed in response to customer feedback and changing requirements. The system connects customers, drivers, warehouse teams and operational staff through a single digital platform, providing a live view of consignments throughout the pallet journey. Customers can use a self-service portal for bookings, tracking, invoicing, reporting and account management, with processes including API integration, bulk imports and reusable booking presets designed to reduce administration. The technology investment comes as Browns expands its contract logistics operation with a partnership with a Staffordshire manufacturer of commercial warewashing equipment. The deal will see Browns operate a dedicated fleet of dual-liveried vehicles and drivers to handle palletised freight and specialist deliveries across the UK and Ireland. Browns said it had developed a bespoke solution combining dedicated fleet operations, specialist handling and its pallet network capability. The arrangement is intended to allow the manufacturer to manage different freight and delivery requirements through a single logistics provider, supported by dedicated account management and shared operational visibility. The contract adds to Browns’ expanding contract logistics portfolio as customers seek managed transport solutions.
A New Chapter Begins at Browns
Introducing Touchbase, our new Transport Management System Every major investment Browns has made over the past few years has been driven by the same ambition: to make our business stronger, our service better and our customers more successful. That ambition has shaped the way we've invested in our people, our fleet and our facilities. It has challenged us to continually improve the way we work and look beyond today's requirements, building a business that's ready for tomorrow. Today, we're proud to introduce our biggest technology investment yet. Meet Touchbase, the new Transport Management System built by us, for you. Developed entirely by our in-house team, Touchbase brings customers, drivers, warehouse teams and operations together through one connected technology platform, supporting the movement of freight from booking through to final delivery. Built around the way we move freight Transport Management Systems sit at the heart of modern logistics operations. They connect the people, processes and information required to get freight where it needs to go. But as Browns has grown, so have the requirements of our operation and our customers. We wanted technology that could support the full breadth of our operation while giving us the freedom to shape how it develops as Browns grows. Rather than adapting our business to fit an off-the-shelf TMS, we decided to build our own. Touchbase has been engineered from the ground up using decades of operational experience in pallet distribution and the knowledge of the people who work with our customers and move their freight every day. It has also been built to connect the different services we provide. Whether we're moving a consignment through the pallet network, on our general haulage fleet, as a full load or as part of a contract logistics operation, Touchbase brings the information together within one platform. One system. One live operational picture. Connecting every stage of the freight journey Touchbase isn't a single application. It's a technology platform that connects our customers, drivers, warehouse teams and operational colleagues, with dedicated applications supporting each stage of the freight journey. From collection through to final delivery, information can flow between each part of the operation as it happens. Touchbase can capture and share live information including collection confirmation, photographs at collection and delivery, delivery ETAs, dynamic tracking, status updates and proof of delivery. For customers, that creates the kind of courier-level visibility we've all become accustomed to when tracking everyday deliveries, applied to the movement of commercial freight. For our teams, it means working from the same live information throughout the operation. The result is a more connected and informed service, with fewer gaps between what happens on the road, in the warehouse, within our operation and what our customers can see. Built by Browns Creating Touchbase represents a major investment in the future of Browns. Owning our technology gives us far greater control over how it develops. Instead of waiting for a third-party system to introduce a feature or change the way something works, our development can be driven directly by operational insight and customer feedback. When our customers' requirements change, Touchbase can change with them. When our teams identify a better way of working, we have the ability to build it. And when new opportunities emerge to connect systems, automate processes or share better information, we have a platform ready to support them. "Touchbase represents far more than a new piece of technology. It's a major investment in the future of Browns and in the service we provide our customers every day. Developing our own Transport Management System gives us the freedom to innovate faster, respond directly to customer feedback and continue improving the way we operate. This is a significant milestone for our business, and we're incredibly proud of what our team has created." David Brown Jnr, Managing Director Introducing the Touchbase Customer Portal At the heart of the Touchbase experience for our customers, is the Customer Portal, bringing the capabilities of our new TMS directly into their hands. Rather than simply replacing our previous portal, we've taken the opportunity to rethink the experience from the ground up. Booking, tracking, invoicing, reporting and account management now sit within a single environment, giving customers greater visibility, more control and quicker access to the information they need. The result is a fully self-service environment where customers can access live pricing, book freight, track consignments, retrieve documents, run reports and manage their account from one place. From a single login, customers can: Get instant prices and book freight in seconds , with live pricing across our range of transport services. Manage more of their logistics in one place , with pallet network, general haulage, full loads and contract logistics brought together within one connected environment. Know where their freight is and when it's arriving, with dynamic tracking, live status updates, two-hour delivery windows, ETAs and notifications. See what's happening at collection and delivery , with photographs providing a visual record at both ends of the consignment journey. Find important documents without having to chase for them, with instant access to invoices, proof of delivery, rates and account information. Give the right people the right level of access , with user and permission management across their organisation. Spend less time on repetitive administration , using reusable booking presets, bulk imports, scheduled bookings and API integration. Turn live information into greater visibility , with reporting and operational data available across their account. For customers processing larger or more frequent volumes, Touchbase can automate routine processes through API integrations and bulk imports, reducing manual administration while maintaining live visibility across every consignment. And the experience doesn't stop when a booking is submitted. Touchbase connects what the customer sees with the applications being used by Browns drivers, warehouse teams and operational colleagues. As a consignment progresses, information captured throughout the operation can feed back into the same system, creating a continuous digital record from collection through to delivery. For our customers, that means less chasing for updates, fewer disconnected systems and much greater visibility over what's happening with their freight. Putting our data to work with AI AI has been embedded into Touchbase from the very beginning, working behind the scenes across millions of operational data points to automate time-consuming tasks, speed up processes and help our teams get to the information they need faster. One example is document matching. When proof of delivery, customer paperwork, driver manifests and other documents enter the system, AI-powered vision technology can read and understand them, identify the relevant consignments and automatically associate the documents with the correct jobs. What previously required someone to work through paperwork and manually match documents can now happen automatically. We're also introducing Sidekick , our internal AI assistant built directly into Touchbase. Colleagues can ask Sidekick questions about jobs, loads and other operational information and get answers using the live data already held within the platform. It can also help with tasks such as setting reminders, giving our teams a quicker and more natural way to interact with the information they use every day. With millions of data points flowing through Touchbase, AI gives us new ways to put that information to work. Rather than replacing the people behind our service, we're using it to take care of repetitive administration, reduce manual work and give our teams more time to focus on customers and moving freight. What comes next As we enter this next chapter, it's also an opportunity to reflect on the partnerships that have helped us get here. We'd like to thank everyone at HaulTech for their support over many years. Their software has played an important role in Browns' growth, and we've valued the relationship we've built along the way. As our technology strategy evolves, we wish the entire HaulTech team every success for the future as they continue supporting transport businesses across the industry. Touchbase represents the next step for Browns. For the first time, we have a technology platform developed around our own operation, shaped by decades of experience and built with our customers at its heart. It's a big change, but one that gives us greater control over how our technology develops alongside the business. And, much like Browns itself, Touchbase won't stand still. We'll continue developing it, learning from our customers and our team, and building technology that helps us deliver a better logistics experience for the years ahead.