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  • Writer's pictureAmany Usama

From Traditional to Cutting-Edge: How Norma LIVE Transforms Logistics Planning

Updated: Dec 4, 2023

The home delivery industry in the MENA region has experienced exponential growth, fueled by the surge in e-commerce. However, the reliance on manual human planning for distribution and order fulfillment poses significant logistical challenges. The delicate dance of coordinating pickup and delivery operations in real-time, especially in the last mile, demands a level of precision that human planning alone struggles to achieve. In this era of rapid technological advancement, the question arises: can artificial intelligence, in the form of tools like Norma LIVE, revolutionize and potentially replace traditional logistics roles? Norma LIVE: Replace or Assist?

Norma LIVE stands as a beacon of hope for the logistical complexities that plague the home delivery sector. In essence, Norma LIVE is a real-time dynamic live routing algorithm designed to put the entire express delivery operation on autopilot. It operates as a sophisticated auto-pilot system, optimizing last-mile operations and empowering same-day or immediate delivery services. However, it's crucial to highlight that Norma LIVE is not a replacement for human roles but a revolutionary assistant, enhancing the capabilities of logistics professionals. Why is Norma LIVE the Solution?

Norma LIVE addresses the inherent inefficiencies in traditional logistics with its groundbreaking capabilities. By dynamically routing and re-routing drivers based on incoming pickup and delivery orders, Norma LIVE ensures that the delivery process is not only streamlined but also responsive to real-time changes. The software acts as a logistical wizard, optimizing routes on the flight to enhance efficiency and minimize delays.

Features Transforming the Logistics Landscape

  • Dynamic Routing: Resource Utilization and Efficiency

Norma LIVE's dynamic routing feature is a game-changer. Traditional logistics often struggle with fixed routes that don't adapt to the fluid nature of delivery demands. Norma LIVE, on the other hand, continuously assesses the situation and adjusts routes in real-time, ensuring optimal resource utilization and enhanced efficiency. This adaptability is crucial in navigating the unpredictable challenges of the last mile.

  • Visibility Control Tower

In the realm of logistics, visibility is power. Norma LIVE provides a comprehensive Visibility Control Tower that offers real-time insights into the entire delivery ecosystem. From tracking individual drivers to monitoring the status of packages, this feature acts as a personal assistant for logistics workers. The Control Tower empowers teams with a bird's-eye view, facilitating better decision-making and resource allocation.

  • Norma LIVE Manual Planning

Within the MENA region, Norma LIVE's manual planning can empower dispatchers to assume control over specific vehicles as needed. Planners can strategically freeze individual vehicles or entire routes, utilizing a potent manual planning tool that incorporates suggestions from Norma. This dynamic system seamlessly integrates with the existing data, allowing dispatchers to switch back to auto-pilot mode at any time. Combining Norma Fitcher's Manual Planning with Dynamic Routing ensures a flexible and efficient logistics management system, providing adaptability and optimization in real-time decision-making.


Norma LIVE emerges as a formidable force in the transformation of traditional logistics roles in the MENA region. Its ability to replace or, at the very least, significantly augment human planning is evident in its dynamic routing and Visibility Control Tower features. As the home delivery landscape continues to evolve, embracing AI-driven solutions like Norma LIVE becomes imperative for businesses aiming to stay ahead in the race for efficiency and customer satisfaction.

If you're intrigued by the potential of Norma LIVE to revolutionize home delivery MENA, delve deeper into our blog”5 Ways Norma LIVE Transforms Home Delivery in Saudi Arabia” and discover the ways Norma LIVE is reshaping the future of logistics in the region. Don't miss out on the chance to stay ahead of the curve!


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