WCS embarks on aggressive growth strategy

World Cargo Services plans
to “aggressively expand” its
airfreight business in 2012,
according to MD Colin
Atkins and head of airfreight
operations Colette Smith.
“Success in moving air
freight has a lot to do with
the flexibility of the company
that is shipping. In the past,
everyone would demand direct
air freight out of the US. It’s a
habit. SAA has an overnight
flight from Washington to
Johannesburg. It’s quick and
fast and it’s a mindset for many
shippers. But the rates are
inflexible and there are limits
to capacity,” said Smith.
Looking at other options
for its customers, WCS found
cheaper ways to move air
cargo on the US-SA route.
“There is a necessity to
educate the customer base.
There are other airlines that
can be options coming to SA
via Europe,” said Atkins.
The slightly longer transit
times are actually not a
problem for shippers who
would otherwise find their
cargo delayed on departure
from the US on a direct flight
to Jo’burg.
“Rather than having their
heavy cargo bumped once or
twice before it comes over,
we recommend use of an
alternative route that is cheaper
and the cargo arrives at the
same time. Because of the
spacing problem the clients are
more open to alternatives, and
the pricing is a lot better for
them,” said Smith.
The US is one of WCS’s
main air cargo routes, and
as Atkins explained: “The
economy is not that rosy.
People are still holding their
stock at a minimum, so we are
not seeing a major increase
in volume, and the levels are
likely to remain that way with
the US. European general
cargo still remains depressed.
That said, more and more
cargo is coming out of the
East. That’s a trend. There are
project-related opportunities,
mining for example, in the
Far East.”
WCS is well known for
sea freight transport, so a
marketing campaign is being
mounted this year to promote
its air cargo service.
“We are very optimistic
about our airfreight products.
We have taken into account
the growth in 2011, when we
saw volumes increase by 35%,
and we are looking forward to
doing the same this year, with
our competitive pricing and the
right distribution of hubs,”
said Smith.