The Underlay - A Clever Choice Podcast

In this episode of The Underlay, Matt and Michael Roberts, General Manager of Clever Choice, sit down with Richard from GMK Logistics to unpack the critical role transport plays in the flooring industry. The conversation begins with an unexpected sports tangent, comparing the culture and strategic decision-making in professional teams to those in running a successful business. Both agree that, whether in sports or commerce, success ultimately comes down to building the right culture, knowing when to make tough personnel decisions, and planning for the future.

From there, the discussion dives deep into the long-standing partnership between Clever Choice and GMK Logistics. Michael explains that no matter how good the product is, if delivery isn't on time and in perfect condition, the customer experience suffers. That's where GMK's high-90% on-time delivery rate and commitment to service make them an essential part of Clever Choice's success.

Richard offers an inside look at how GMK maintains such performance, through decades of building the right culture, holding teams accountable, and continuously investing in people, systems, and its fleet. He highlights the importance of understanding customer needs, from delivery schedules to packaging that can withstand multiple handling points across thousands of kilometres. The conversation delves into the complexities of transportation in Australia's vast geography, the challenges of on-forwarding to remote areas, and why strong relationships with reliable partners are essential in the industry.

Technology and innovation are also at the forefront. GMK is rolling out new systems for better tracking and customer communication, aiming to deliver an "Amazon-style" experience for flooring deliveries. This includes SMS updates, improved visibility of freight in transit, and integration between Clever Choice and GMK's systems for seamless order processing.

The trio also explore the human side of logistics, driver training, safety systems, and employee culture, emphasising that every touchpoint, from warehouse to final delivery, impacts the brand. Public holiday disruptions, natural disasters, and the ripple effects of delays are openly discussed, with both sides emphasising the importance of proactive communication to manage customer expectations.

By the end, it's clear that the Clever Choice–GMK partnership isn't just about moving products; it's about shared values, strategic growth, and a relentless focus on service. Whether you're in flooring, logistics, or any industry where delivery matters, this episode is a masterclass in building partnerships that last.

Listen now to hear how two industry leaders keep the wheels turning, literally and figuratively, across Australia's flooring supply chain.

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