ASB Delivery Services Limited
"Now driver behaviour has improved, we're saving 20% on diesel costs per van."
Alex Bailo
Owner
"Now driver behaviour has improved, we're saving 20% on diesel costs per van."
Alex Bailo
Owner
An ASB Delivery Services Case Study
In the competitive world of logistics and delivery services, growth depends on reliability, efficiency, and exceptional customer service.
For ASB Delivery Services, achieving consistent excellence in these areas has been possible thanks to their nine-year partnership with RAM Tracking's vehicle tracking solutions.
This is the story of how one ambitious entrepreneur built a thriving logistics operation with the right technology supporting him on every step of the journey.
When Alex Bailo arrived in the UK from Brazil in 2008, he started his business with just one van. Today, ASB Delivery Services operates a fleet of 28 vehicles, servicing major brands like DFS, B&Q, House of Fraser, and numerous other retailers across the UK.
The company experienced particularly dramatic growth during the COVID-19 pandemic in 2020, expanding from 6 to 20 vans in a single year by securing contracts with major retailers when other logistics companies were struggling. ASB Delivery Services has also diversified into specialised services, including hanging garment delivery for fashion retailers like Scopes, John Leary's, and House of Fraser.
ASB's reputation for reliability has been a key factor in its success. "In the past 12 years, which we've been doing all these big contracts, we’ve never missed one day of delivery," Bailo proudly states. "We don't do any advertising, it's only through word of mouth. So, that means we're doing the right thing because a manager from one company tells other managers and then they contact us."
As ASB Delivery Services expanded, Bailo quickly recognised the need for better systems to maintain control over operations. Even with just two vans, challenges emerged:
"Initially, when I got more than one van, I had to check, as my clients started calling me and asking, how long the delivery will take to arrive. At that time, I didn't have any kind of system in place."
For a company handling 10-12 stops per van each day, maintaining visibility across an expanding fleet while ensuring driver compliance, accurate ETAs, and cost-effective operations became increasingly difficult.
The company needed a solution that could scale with its ambitious growth plans while supporting its commitment to 100% reliable service.
ASB Delivery Services’ relationship with RAM Tracking began nine years ago, and the partnership has proven invaluable through every phase of the company's growth. What started as a basic need to provide customers with accurate arrival times has evolved into a comprehensive fleet management system, spanning van tracking, driver behaviour monitoring, route optimisation, and increased security.
"RAM Tracking helped a lot with that because I could use the geofencing, which they offer, and I can tell the customer exactly what time I'll arrive, which was amazing," recalls Bailo.
Over the years, ASB has expanded its use of RAM Tracking solutions, adding dash cams to their vehicles three years ago to further enhance their fleet management capabilities.
The ability to provide accurate ETAs through geofencing has been transformative for ASB's customer service. The company can now confidently tell customers exactly when deliveries will arrive, helping it maintain its perfect record of never missing a delivery in 12 years.
RAM Tracking has revolutionised ASB's approach to driver management and safety. The system provides real-time notifications for speeding violations, route deviations, harsh braking, acceleration, mobile phone use while driving, and even smoking in vehicles.
"Anything drivers do which is against what we ask them to do, we’ll get a notification of it. So, then we can go into the camera, have a look, see what's happened, and then call the driver straight away," explains Bailo.
The results have been dramatic: "We've reduced the number of accidents in the past two years by quite a lot. Last year, we had only one accident and, whereas in previous years, we had eight, ten accidents per year."
This improvement in driver behaviour has also eliminated customer complaints: "In the past we had some complaints because all my vans have a sign with my number. We have normal people on the motorway calling us and say, 'oh your driver is speeding, your driver cuts me off.' After installing dash cams, we started to call the drivers straight away when we get the notification, so now we never have any complaints."
RAM Tracking has helped ASB Delivery Services to optimise their routes, monitor idle time to reduce fuel waste and save approximately two hours per day in administrative time. The company has achieved a remarkable 20% reduction in diesel consumption across their fleet, representing significant savings from its annual fuel costs of approximately £62,000.
"If you think about saving two hours a day, that's amazing! And then, if you go into the diesel savings because the driver behaviour has improved, so there’s no rushing, harsh braking, or excessive acceleration. That means that the diesel savings are around 20% per van."
In one remarkable incident, RAM Tracking helped ASB recover three stolen vans in a single day:
"We had, believe it or not, three vans stolen in the same day. So we looked at the tracking and saw where we lost the vans. Then, we went to the police and gave them the exact location. The police went there and we recovered the three vans. Thanks to RAM Tracking for saving me £100,000 on these three vans."
The telematics system has also proven invaluable in providing evidence during accidents and incidents: "Two years ago, we had a really bad incident where a motorbike drove into one of our vans, and the dash cam registered everything perfectly. We sent that out, and it was accepted by our insurance provider. That was really, really helpful because you can see it's not our fault and the van had a total loss."
ASB Delivery Services continues to grow, with plans to expand to 40-50 vehicles in the next five years. The company is moving from their current 35,000 square foot facility to a larger 55,000 square foot warehouse and plans to add 18-tonne lorries to its fleet.
Throughout this expansion, Bailo sees RAM Tracking as an essential partner: "Definitely, RAM Tracking will be there with us. With every vehicle we buy, my manager is on the phone with RAM Tracking the next day to do the installation. The technicians are really helpful and are flexible with their time. Sometimes they have to come after work or something, but they always come and do the installation. And definitely, when we get to 50 vehicles, they will be there with the 50 trackers and 50 dash cams for sure."
When asked to summarize RAM Tracking in one word, Bailo doesn't hesitate: "Necessary, that's the word. So, I believe any business can have full control over where their drivers are at the moment. You can improve safety and make sure that next year your premium for insurance is not going to double because that's the way it often goes."
Richard Blown, Chief Technology Officer at RAM Tracking, reflects on the long-standing relationship with ASB Delivery Services: "Working with Alex and the ASB team over the past nine years has been incredibly rewarding. We've seen them grow from a small operation to a major player in the logistics industry, and we're proud that our technology has supported their journey every step of the way.
As they continue to expand their fleet and move into larger facilities, we're committed to evolving our solutions to meet their changing needs. At RAM Tracking, we believe in growing alongside our customers, and ASB exemplifies the kind of partnership we value most."
ASB Delivery Services’ success story demonstrates how the right technology partner can enable remarkable business growth. From providing better customer service through accurate ETAs to reducing accidents, saving fuel, and recovering stolen vehicles, RAM Tracking has proven to be an indispensable tool in ASB's journey. They’ve helped transform a one-van operation into a thriving logistics company serving major national brands.
As ASB continues to expand, its longstanding partnership with RAM Tracking ensures it’ll maintain the visibility, control, and efficiency needed to deliver on its promise of 100% reliable service.
Want to learn how RAM Tracking could transform your fleet operations? Contact us today for a demonstration or to discuss your specific business needs.
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