Back in April, Zebra Technologies Corporation, a company specializing in digitizing and automating workflows to deliver intelligent operations, announced that Repco, the largest reseller and supplier in the automotive aftermarket parts sector across Australia and New Zealand (ANZ), had digitized its last-mile delivery operations with Zebra’s TC5 series mobile computers.
The deployment highlights a broader trend in the ANZ channel, where partners are being called upon to deliver business outcomes rather than simply supplying hardware.
Empowering partners to move up the value chain
For years, Repco has served the automotive industry across ANZ, but it faced several last-mile delivery challenges, including limited visibility into vehicle locations and a desire to improve driver safety by reducing reliance on personal mobile phones.
Repco selected Zebra’s TC5 Series mobile computers to modernize its fleet of approximately 800 delivery vehicles, citing the devices’ rugged design and user-friendly interface.
Channel Insider spoke with Zebra Technologies ANZ Sales Director Brett Newstead to learn more about the partnership and its broader implications for the channel.
How partners are moving past hardware sales into higher-value customer engagements
When asked about the opportunities deployments like this create for businesses and channel partners in the ANZ region, Newstead said they give resellers “a path to move from hardware sales into higher-value, solution-led engagements.”
“In a region as large and geographically diverse as ANZ, where supply chains and delivery networks can be complex, customers need partners that can help them create a connected frontline, improve asset visibility and simplify operations at scale,” Newstead said.
“This unlocks scope for partners to provide end-to-end mobility solutions covering devices, accessories, software, deployment services and ongoing lifecycle management. It also supports longer-term engagements through services such as provisioning, staging, support, analytics and workflow optimisation. The TC5 series mobile computers act as an entry point for partners to deepen customer relationships and expand the value they provide.”
Newstead said the approach aligns with Zebra’s strategy of helping partners move up the value chain, transitioning from device resellers to long-term technology advisers.
“Rather than acting only as a device reseller, partners can become long-term technology advisers, helping customers ensure solutions continue to deliver measurable operational value over time while advising on future enhancements and scalability.”
Taking on the challenge of technology integration
The project was successfully delivered in partnership with Zebra registered reseller Auslaser Business Solutions, with the TC5 Series mobile computers now running Repco’s Genuine Delivery application.
Discussing the digitization effort, Newstead highlighted technology integration as one of the most common challenges organizations face when modernizing operations. He argued that partners should focus on business outcomes rather than simply positioning technology upgrades or hardware refreshes.
“One of the most common challenges is integrating new technologies with existing systems and workflows. Many organisations are working across multiple platforms and data sources, which can make it difficult to achieve real-time visibility and consistent processes across the business. User adoption is another critical challenge.”
According to Newstead, this is where channel partners can provide the most value by tying digitization initiatives to measurable operational improvements.
“This is where partners play a critical role. They should position digitization around operational outcomes, not just technology refresh. That means showing how solutions can improve real-time asset visibility, lift productivity and make frontline workflows more efficient.”
Zebra’s TC5 series mobile computers
Diving into the Zebra TC5 Series itself, Arun Sen, general manager of Application Systems at GPC Asia Pacific, said the devices offered a way to eliminate reliance on drivers’ personal phones while reducing the safety risks associated with mobile phone use behind the wheel.
“Previously, if a customer called for a delivery update while a driver was on the road, our only option was to call the driver’s personal phone and then relay that information back to the customer. Additionally, drivers were relying on their personal devices for delivery routing, which was inefficient, created communication delays, and lacked centralised visibility.”
“We didn’t want people using their telephones while driving to find a route or take a phone call. Reducing that risk was critical. I had prior experience with Zebra; their network and support in Australia are very strong. Many major retailers use Zebra, so we knew service would be reliable.”
According to Zebra Technologies and Repco, the new solution provides a single platform for drivers, allowing them to digitally view delivery lists and giving store staff real-time visibility into delivery progress. The deployment has also significantly reduced the need for phone calls to drivers.
The real-time data has helped Repco resolve customer support queries about delivery status faster and provides valuable insights for optimising fleet performance.
How AI may impact digitization efforts in the future
With AI and automation continuing to gain traction across industries, we asked Newstead how he expects these technologies to influence digitization efforts over the next few years.
“Over the next few years, AI will be embedded directly into devices, software and workflows that frontline teams use every day. Intelligent automation will also continue to reduce friction in connected frontline workflows by removing repetitive manual tasks and improving process consistency,” Newstead explained.
He added that the real value of AI will come from providing frontline workers with actionable insights that improve operational decision-making.
“Ultimately, our focus is on bringing ‘actionable intelligence’ directly to the connected frontline. We will see better-optimised routes in last-mile delivery, improved task prioritisation in warehouses, and greater real-time asset visibility across supply chains, empowering workers to make better, split-second decisions right at the point of work.”