BD launched a new addressed delivery operation, which created a need for more insight and structure in its execution to record and report deliveries at the address level.
Gaining control over the operation during the route and providing publishers with clear and reliable information about deliveries.
With RoutiGo, BD has real-time insight into the execution and can provide feedback at the address level. This ensures more control and a distinctive market position towards publishers.
BD Group has been active in Belgium for years through BD Media and BD Logistics. With the introduction of addressed delivery, a new activity was added in 2024.
The impetus came from the market. Changes within Belgian newspaper distribution created room for alternative distribution partners. On the one hand, Roularta Media Group partnered with BD to find an alternative for the future. On the other hand, Bpost scaled back its newspaper distribution, leading publishers to approach other distributors to take over this role.
What followed was the establishment of a completely new operation.
The delivery network was already in place. The challenge lay in management and insight.
Addressed delivery requires an overview during the route and clear registration of what happens at each address. This is crucial, especially for newspapers and magazines, where time slots are tight and expectations are high. Without insight during execution, it becomes challenging to maintain control over the operation and properly inform publishers.
In November 2024, BD came across RoutiGo. In February 2025, an initial test began in Sint-Niklaas (East Flanders) with 20 delivery routes. That phase immediately instilled confidence for further rollout. West Flanders followed from June 2025, and Limburg from August 2025.
What was striking was how quickly an overview emerged. Routes were easy to plan and adjust, while progress during the route remained continuously visible. At the same time, what happened at each stop was recorded at the address level.
"What struck us most was how much insight we suddenly had. We could provide publishers with feedback at the address level about what had happened, which was a real asset for us in the Belgian market."
Real-time insight changed the way of working. The operation was not only evaluated afterwards but could be actively monitored and adjusted during the route.
For BD, this meant they could better manage their targets for successful deliveries. Deviations became visible more quickly, allowing for immediate adjustments when something didn't go as planned.
The RoutiGo platform supports them in adhering to service level agreements and provides insight into execution. At the same time, publishers receive more concrete and reliable information about deliveries, based on what actually happens at the address level.
As BD was launching a new operation, it required alignment in working methods. RoutiGo not only adapted to existing practices but also actively contributed to shaping how the operation should be structured.
Together with BD and the publishers, processes were built and refined step by step. Custom solutions were developed to closely align with operational processes, ensuring the operation was immediately functional and could scale with the rollout.
In the initial phase, the focus was on establishing a structure that aligned with daily practices and the expectations of publishers. As the operation grew, control increasingly shifted to BD itself.
"RoutiGo never said 'this is how we work'. They asked: how can we help you and your customers through this transition? That flexibility and willingness to learn together made all the difference."
BD quickly established a new delivery operation with control over execution and clear insight into what happens at the address level. RoutiGo forms the basis for planning, tracking, and adjusting the operation.
The operation is now running at scale, with over 2 million deliveries per month planned and monitored via the platform.
In the coming years, the focus will be on further growth and scaling. New systems will be integrated with RoutiGo, ensuring that processes such as staff planning and invoicing seamlessly connect with the planning processes.
With a five-year contract, BD and RoutiGo are jointly investing in a long-term partnership, focused on further developing and optimizing the operation.
