Nick Fryer shares how Sheer Logistics empowers mid-market shippers with innovative solutions, advanced technology, and expert support
Sheer Logistics is a leading provider of Fourth-Party Logistics (4PL) and Managed Transportation Services dedicated to empowering mid-market shippers. We combine deep logistics expertise with our proprietary integration platform, SheerExchange, and advanced Transportation Management System (TMS) capabilities to provide end-to-end visibility, control, and optimization. Recognized by Gartner as a Representative Vendor in the Market Guide for 4PL, Sheer Logistics serves as a true logistics integrator, helping clients simplify complexity, reduce costs, and support profitable growth. As the marketing leader, my mission is to build Sheer’s brand and generate marketing-qualified leads for the sales team,” begins Nick Fryer, VP of Marketing and Communications at Sheer Logistics.
A specialist in his field, Nick gained significant experience in various marketing roles before joining the company. “I have spent my entire career, which spans over 25 years now, in marketing, advertising, and public relations (PR). In 2015, I joined the logistics industry as the Director of Marketing at AFN in Chicago, prior to its acquisition by GlobalTranz in 2018. At GlobalTranz, I took the lead on PR initiatives. From there, I joined the logistics and supply chain practice at FINN Partners, a global marketing and PR agency, as Vice President of B2B Integrated Marketing. When the opportunity to join Sheer Logistics presented itself, I jumped at the chance. In my current role as Vice President of Marketing and Communications, I oversee all aspects of marketing, lead generation, PR, and both internal and external communications,” he reveals.
As retail supply chains continue to encounter disruptions, Sheer Logistics plays a vital role in helping businesses navigate these challenges. “Retail supply chains are
dealing with numerous sources of disruption, including transportation delays, capacity shortages, lack of visibility and tracking, cost volatility due to fuel prices and tariffs, inventory imbalances, last-mile complexity, and geopolitical issues. To minimize the impact of these factors on retailers’ supply chains, Sheer Logistics empowers shippers to address and mitigate these challenges through its 4PL and managed services offerings. This solution combines dedicated experts with proprietary technology to enhance visibility, control costs, improve agility, and reduce the risk of supply chain disruptions,” Nick shares.
In addition to these common challenges, retailers face heightened logistics hurdles during peak retail seasons. Nick explains how Sheer Logistics empowers its clients to prepare for these conditions. “In the run up to and throughout peak season, the common supply chain disruptions I previously mentioned become even more pronounced. Truckload and less-than-truckload (LTL) shipping capacity tightens as demand spikes, which in turn drives increased cost volatility. At the same time, consumer expectations for rapid delivery peak, often creating difficulties in positioning inventory and adding pressure from compressed delivery timelines. The key to success during peak season lies in partnership, planning and communication. We work closely with clients well in advance to align transportation strategies with demand forecasts. By leveraging our 4PL model, we diversify across carriers and modes, ensuring flexibility and access to capacity even under pressure. Through our proprietary SheerExchange integration platform and our TMS, clients benefit from shipment visibility, predictive alerts, and proactive disruption management. We monitor accessorial charges and negotiate competitive rates, which helps clients avoid surprises during peak periods. Our managed transportation experts serve as an extension of client operations, ready to adjust routing, expedite shipments, or solve problems on the fly,” he says.
As part of its focus on improving efficiency and reducing bottlenecks during peak periods, Sheer Logistics recommends specific technologies and processes to its customers. Nick provides an overview of these technologies and their impact. “By combining our SheerExchange integration platform, advanced TMS, and dock scheduling tools with proactive planning and carrier diversification, we effectively help retailers avoid bottlenecks during peak season. Through this approach, shippers are empowered to flex capacity, stay visible, and keep shelves stocked, even when demand surges.”
Helping retailers scale operations quickly to meet peak demand is an important component of Sheer Logistics’ solutions. To understand what this looks like in practice, Nick sheds light on a recent case study. “Scalability is a key advantage of the 4PL and managed services model. At Sheer Logistics, we enable retailers to scale rapidly during peak times by combining flexible carrier access, swift technology integration, and dedicated support teams. With SheerExchange providing real-time visibility and control, our clients can quickly add capacity, re-route freight, and meet demand without missing a beat. While we have numerous examples of empowering and supporting our clients, a few truly stand out. For instance, one of our clients is a leading and fast-growing global producer of natural, raw and grain-free pet food. Their product line requires a mix of truckload, refrigerated truckload and LTL services. As their domestic and international business expanded at an impressive rate of 20 percent annual growth, they sought a partner that could provide freight management services, as well as the technology, expertise, and strategic solutions necessary to reduce costs, gain visibility, increase efficiency and mitigate risk. By deploying our TMS, the SheerExchange integration platform, and managed transportation services, we delivered the visibility, agility, and scalable savings that support their ongoing growth,” he highlights.
Next, Nick discusses the ways in which Sheer Logistics integrates different fulfillment channels to ensure a seamless customer journey. “We integrate all fulfillment channels, including stores, distribution centers, e-commerce, and wholesale, into a single ecosystem through our SheerExchange platform and TMS. This integration allows retailers to deliver a consistent and reliable customer experience across all channels, with the visibility and agility to adapt in real time.”
Concluding our interview, Nick emphasizes a critical takeaway for Retail Merchandiser readers. “If I had one key message to share, it is that 4PL and managed transportation services are no longer exclusive to Fortune 500 companies; they are now more accessible and impactful than ever for mid-market shippers. With the right partner, mid-sized companies can tap into the same advanced technology, real-time visibility, and strategic expertise that large enterprises have relied on for years, all delivered in a way that is appropriately scaled and cost-effective. This levels the playing field substantially and empowers mid-market shippers to compete and grow,” he reflects.
As we approach the end of 2025, it is a fitting moment to reflect on the continuously evolving market landscape, and Nick shares his thoughts on what’s next for the retail logistics sector. “The future of retail logistics is about agility, intelligence, and sustainability. Retailers will need supply chains that can seamlessly adapt across channels, use predictive analytics to stay ahead of disruptions, and foster resilience while reducing their environmental footprint. Partners like Sheer Logistics are already guiding retailers in this direction,” he ends.
Sheer Logistics’ holistic approach to logistics management gives mid-market enterprises the arsenal to thrive in the face of the retail sector’s evolving challenges. By merging cutting-edge technology, deep industry expertise, and a client-centric ethos, the company has cemented its status as a trusted navigator in the dynamic retail logistics landscape. ■