MISSISSAUGA, Ont. — Shaw Tracking has launched a program that allows its fleet customers to pool their resources to better serve customers.

Shaw Alliance is a new offering that’s comprised of Canadian-based carriers that subscribe to Shaw Tracking’s in-cab tracking and communications platform. Participating carriers are able to view the available fleet of other members in real-time, so they can coordinate to meet customers’ demands.

“Most professional associations exist to lobby the government, bring visibility to a specific industry segment and establish ethical guidelines. The Shaw Alliance takes it a step further and developed a plan to combine capacity, linked by technology to create the largest fleet of diversified units in North America,” explained Mike Ham, vice-president of business solutions, Shaw Tracking. “This approach has allowed quality carriers of all sizes to satisfy their customers while maintaining their individual relationship and brand with the customer, while partnering with other carriers for capacity.”

When participating carriers broker loads to each other, Shaw’s tracking system allows both partners to track the delivery in real-time.

Already, Shaw says its new alliance has over 2,500 units of capacity including cargo vans, straight trucks and semis. Only subscribers that meet specific fleet standards, including ethical and quality standards are allowed to participate in the program, according to the company.

“Not only do we have the responsibility to represent the transportation industry within the government regulatory environment, and set performance standards, but we also have a responsibility to market the Shaw Alliance and its benefits to shippers,” said Ham. “Shaw Alliance carriers represent a tremendous opportunity for customers to improve their service and more easily manage their shipments.”