Between Users and Vendors – What the Logistics Industry Really Wants to Know

In a nutshell: In hardly any other industry is the flow of information as critical as in logistics. Amid technical terminology, emerging technologies and ever-new solution approaches, users must make well-informed decisions – while vendors want to make their innovations visible. But do supply and demand actually meet?

That is exactly what I wanted to find out. In my role, I spend a great deal of time thinking about what information users genuinely need to make good decisions, and where communication sometimes misses the mark.

For this behind-the-scenes perspective, I spoke with Marvin Meyke, Editor-in-Chief of the trade journal materialfluss. The publication has been reporting on trends, technologies and practical solutions in intralogistics for over 50 years. Marvin sits right at the intersection between users looking for information and vendors providing it.

Normally he is the one asking industry professionals the questions – this time, he got to share some insights of his own.

Marvin, which topics are currently at the top of users' minds?

Marvin Meyke: Automation, Artificial Intelligence and retrofit are generating a great deal of interest right now.

How do you recognize when a topic is truly relevant and resonating?

We always keep a close eye on our online traffic figures and can see which topics are particularly engaging for our readers. Personal conversations – at trade fairs, for example – also give us a good sense of what is currently moving the industry.

How deeply do users want to engage with information – more practically oriented, application-focused, or technically detailed?

In my view, users want support in making the right investment decision for their particular intralogistics challenge – whether that involves a new forklift, a container system or a software solution. That fundamentally requires both: we place a strong emphasis on practical, application-oriented reporting, while also going into considerable depth in case studies. First, the reader needs to become aware of a potential solution or product, and then be informed in sufficient detail to roughly assess whether it could be a good fit for them. From there, they can seek more detailed advice directly from the vendor.
 

I can only echo this point. At even, we have the same experience: topics need to be communicated on different levels. Depending on where someone is in their decision-making process, they need a different kind of information. Those who are right at the beginning tend to be looking for orientation – and sometimes even an engaging, accessible entry point into the subject. Those who are already further along need clear facts, comparability and, above all, real-world experience – for example in the form of case studies or Reviews from existing users.

That sounds logical in theory. Does it work in practice, or do you get the impression that vendors sometimes communicate past their users?

In my experience, there are cases where the perspectives don't fully align: vendors are of course the ultimate experts on their own product or system and know it down to the finest detail – sometimes perhaps with too much focus on the technical specifics themselves. The user, on the other hand, is primarily looking for concrete, tangible benefit.

What role do trade media like materialfluss play in that context?

Our job is to inform users in a neutral and editorially engaging way – across a variety of channels and at varying levels of depth. Trade media still play one of the central roles in how information is sourced. Of course, companies need to make sure they are well positioned in terms of SEO, for instance, and that they are visible at trade fairs and events. But for users, it is generally about finding the right solution for their specific challenge. Our job is to keep our eyes open and bring interesting solutions from companies into focus. And equally important: keeping our readers informed about what is currently happening in the industry.

Alongside the trade press, there are of course other channels – trade fairs, social media, personal contacts. In your experience, how do users combine these channels?

Social media is often used as a quick nudge on topics – a way to get a fast first impression. We also use those channels to draw attention to news and topics and to direct people to our online coverage. But trade media – particularly in print and e-paper formats – naturally offer much greater depth.

Trade fairs are certainly important for clarifying detailed questions and learning more about vendors. Building trust is also a key factor: people want to know who they are doing business with. The human element should not be underestimated.

How does that change your editorial work?

We need to be flexible and serve a range of content formats in order to continue delivering the information our readers care about in the right context. Personal contact at industry events – both with vendors and with readers – is also essential for us.
 

I completely agree with Marvin: communication no longer works on a one-size-fits-all basis. People gather information across very different channels today – and each channel has its own language, dynamics and logic. What works in a trade article may function entirely differently on LinkedIn, and at a trade fair it is personal conversation that matters most. This diversity is exactly what makes communication challenging – but also incredibly exciting. 

Marvin, since we are on the subject of different formats: you currently have the entry phase running for the Produkt des Jahres Award. Looking back at previous winners – do they reflect what users are genuinely interested in?

We are always incredibly curious ourselves each year to see who comes out on top in the individual categories. Since the winners are determined by a reader vote, I do believe it gives a very good indication of which products and solutions are delivering real value in practice.

What function does the award serve – is it more of a trend barometer or a stage for innovation?

Above all, a stage for innovations and their potential in real-world application. With the materialfluss Produkte des Jahres, the unique selling points and the very concrete, practical benefit take center stage.

What would you advise vendors who are considering entering?

First of all, to submit their entry by 7 November at the latest at www.materialfluss.de (laughs). And then to articulate the distinctive features of their product or project, as well as the practical benefit, as clearly as possible in their application.

Are there any topics or developments this year where you are particularly curious to see which solutions will be submitted?

What personally fascinates me about our industry is that virtually every componen