2024-08-02
By Gilles Paché
Sports mega-events lasting several weeks pose major logistical challenges, given the massive flow of people they generate, as demonstrated by the Paris Olympic and Paralympic Games. Innovative solutions implemented for the occasion, in terms of transport and the use of digital tools, helped to optimise supplies and reduce disruptions. From this viewpoint, the Paris experience could serve as a model for future improvements in urban logistics.
The staging of sporting mega-events over several weeks traditionally poses major logistical challenges, not only in terms of managing the flow of spectators from all over the world, but also in terms of organising multiple procurement systems for food and equipment for spectators, athletes, support staff and residents. Numerous academic studies have focused on this subject in the past Among the main concerns of the 2024 Olympic and Paralympic Games Organising Committee and local and national political authorities, managing the massive flow of visitors in a context of severe restrictions on mobility was quickly identified as a critical issue for the ‘world’s biggest logistics event in peacetime’ Paris is one of the most congested cities in Europe, and according to the website Traffic Index, it was the most congested city in the world between 27 April and 27 May 2024, ahead of London and New York By taking a dip in the Seine on 17 July 2024, as she had promised, the Mayor of Paris no doubt wanted to make a splash in front of the media However, the operational perspective does not stop at transport vehicles alone. At the same time, a temporary increase in the number of delivery areas has made it possible to respond effectively to the increased consumption of goods associated with the massive influx of visitors. The number of delivery areas in Paris has risen from 9,400 to 10,300 to improve traffic flow and minimise potential delays in last-mile deliveries, which are known to have a negative impact on customer loyalty One of the most original features of the Paris Olympic and Paralympic Games is undoubtedly the effort made to use information technology to optimise urban logistics. Since April 2024, a digital platform called ‘JOPtimiz’ has offered direct, free access to four tools that integrate the exceptional traffic regulations activated in July-August 2024 to facilitate the delivering of products PTV Logistics, one of the world’s leading publishers of planning, calculation and optimisation software for the freight transport sector, has put a demonstrator online on its website to facilitate deliveries to Paris and its suburbs during the Olympic and Paralympic Games. Available free of charge on the PTV Developer platform, the demonstrator calculates and dynamically proposes the best delivery routes, taking account of traffic restrictions. Finally, the digital platform https://anticiperlesjeux.gouv.fr has been launched by the French Ministry of Transport to make it easier for transport operators to get around, with an interactive map showing, day by day, hour by hour, the security and traffic perimeters around the venues, as well as the location of lanes reserved for Olympic and Paralympic vehicles. These tools are clearly part of a ‘smart urban logistics’ approach, which has been the subject of considerable literature over the last few years As in many other European countries, urban logistics in France is subject to strict regulations aimed at improving the quality of life of residents while optimising the flow of goods It was against this backdrop that the Olympic and Paralympic Games were held in Paris. Given the massive influx of athletes and members of the public, a working group dedicated to everyday urban logistics was set up, led by the Metropole du Grand Paris (a public inter-municipal cooperation body comprising 131 municipalities, including Paris, covering an area of 814 km²). It has been decided to authoritatively differentiate different logistical perimeters, with access prohibited (red), limited (blue) or free (pink) depending on their proximity to Olympic sites. In the red zone, which is the most sensitive from a logistical viewpoint, motorised access has been banned unless an exemption has been granted. Some deliveries were authorised, but only after prior registration on the digital platform https://anticiperlesjeux.gouv.fr. The objective of reducing disruption while ensuring the security of all logistical operations during the competition was thus achieved. It would be wrong to claim that the organisation of the Olympic and Paralympic Games in Paris has not disrupted the lives of residents, particularly by affecting the mobility and punctuality of employees. Just look at the conditions for awarding the ‘Games Pass’ for access to secure areas (a QR code like the one used at the time of the Covid-19 pandemic). In addition to providing digitised proof of identity and a recent passport photograph, proof of the need to use a vehicle had to be provided, and even proof of car parking to show that the vehicle could be parked. Restrictions on mobility were therefore a reality, on a much larger scale than that sometimes put in place by Italian cities as part of limited-traffic zones (or ‘zone a traffico limitato’), such as in Bologna, Florence, Genoa, Milan or Rome It is far too early to draw definitive conclusions on the implications of the Olympic and Paralympic Games in Paris in terms of the outlook for urban logistics. Important decisions have been taken by the political authorities in terms of operations, information and regulations. It will be important to consider the lessons that can be learned from these, particularly in terms of improving the sustainability of logistical operations associated with last-mile management. It is already possible to identify opportunities for adopting alternative, environmentally friendly modes of transport. Cycling logistics combined with waterway transport, for example, appears to be an effective solution for avoiding traffic jams and decarbonising deliveries About the Author Gilles Paché is Professor of Marketing and Supply Chain Management at Aix-Marseille University, and Director of Research at the CERGAM Lab, in Aix-en-Provence, France. He has more than 650 publications in the forms of journal papers, books, edited books, edited proceedings, edited special issues, book chapters, conference papers and reports, including the recent two books ‘Variations sur la consommation et la distribution: individus, expériences, systèmes’ (2022), and ‘Heterodox logistics’ (2023). References Mark your calendar for these stimulating events and prepare to be inspired. Save the dates for the Open Days of your preferred Executive Education programs. Don’t miss out! To stay one step ahead of your competition, sign up today to our exclusive newsletters to receive exciting insights and vital know-how that you can apply today to drastically accelerate your performance. None of the information on this website is investment or financial advice. The European Business Review is not responsible for any financial losses sustained by acting on information provided on this website by its authors or clients. 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