Share this article By Nick Carey and Lisa Baertlein (Reuters) – If suppliers in China fail to pick up freight containers to fill an order for MediaShop, Marcel Schneider gets an alert via a digital freight system, allowing the retailer to reach out and fix the problem swiftly. Before July 2020, Austria-based MediaShop’s deputy supply chain director says he would discover problems in his supply chain only when containers failed to arrive in Hamburg as scheduled. “It was like being in a tunnel where you had only a limited view of what was going on,” Schneider said. Lost containers means lost sales for MediaShop, which sells consumer goods ranging from kitchen knives to fitness equipment. A missing load can mean the company pays penalties to wholesale customers for late shipments.