July 12, 2023

Revolutionizing Rural Delivery: Onward Brings White Glove Service to Underserved Areas

Grafton Elliott


In recent years, the demand for high-quality, white glove delivery services has soared, driven by the increasing expectations of consumers and the rise of e-commerce. However, one significant segment of the market has remained underserved: rural areas. Historically, these regions have struggled to access the same level of delivery services as their urban counterparts. But now, Onward is working to bring high-quality white glove delivery to rural zip codes. Thanks to our innovative software platform, and a growing network of carriers, Onward is addressing dark capacity issues and enabling retailers to expand their reach into previously untapped markets.

The Onward Solution: Leveraging Data for Precision Matching

The key to Onward's success lies in our state-of-the-art software platform, which provides real-time data on the location and available capacity of the carriers in our network. This granular information allows us to quickly and accurately “smart match” shippers with carriers based on the direction their products need to go, particularly for deliveries into low-density rural areas.

By addressing dark capacity - the underutilized space on carriers' trucks - we can optimize delivery routes, save on transportation costs, and improve service quality. This not only benefits the carriers and shippers in our network but also reduces the environmental impact of unnecessary truck movements.

Expanding Retailers' Reach and Enhancing Customer Experience

Onward's unique approach to rural delivery enables retailers to expand their total addressable market by reaching customers in areas where white glove service has not been traditionally available. As a result, businesses can offer a more comprehensive and inclusive delivery experience to their customers, regardless of their location.

As our network of carriers and retailers continues to grow, so too does the number of zip codes we can service with same-day and next-day delivery options. This expansion further enhances customer satisfaction and helps retailers stand out in a competitive market.

The Future of Rural Delivery

At Onward, we are committed to continually refining our software platform and expanding our network of carriers and retailers to bring the benefits of white glove delivery service to even more rural areas. By tackling the issue of dark capacity and providing tailored solutions for rural deliveries, we are revolutionizing the logistics industry and empowering businesses to better serve their customers.


In an increasingly interconnected world, it is essential that rural communities have access to the same high-quality delivery services as their urban counterparts. Onward is bridging the gap and making this a reality through our innovative platform and commitment to excellence. By embracing technology and striving to enhance the delivery experience for all, we are paving the way for a more equitable and efficient future in logistics.

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