Addressing Customer Needs Through Strategic Diversification

Addressing Customer Needs Through Strategic Diversification

VISION: As a leader navigating a rapidly changing logistics landscape, Don Caddy focuses on solving real challenges through thoughtful diversification and scalable solutions.

For Don Caddy, CEO of Engineering Innovation (Eii), diversification means addressing real customer challenges. “It’s not about trends; it’s about thoughtful expansion to deliver value,” he says.

Early Parcel Automation

Eii specializes in simplifying mail and parcel sorting, offering solutions that enhance efficiency and address pain points. Ecommerce growth pushed Eii to expand into parcel automation.

“We saw the explosive growth of ecommerce while mail was slowing down and knew parcel sorting could soon become a new bottleneck for many of our customers,” says Caddy.

This shift allowed Eii to serve small- to mid-sized businesses with scalable, efficient solutions, solidifying its leadership in mail and parcel automation.

Recent Innovations

Eii’s cloud-based Apian Sort Engine removes the need for costly IT infrastructure, offering smaller businesses enhanced visibility across sites. This innovation enables flexibility and scalability without high upfront costs.

On the parcel side, the Shuttle Divert upgrades Eii’s Chameleon system. Designed for parcels like polybags and oversized packages, it provides high throughput while integrating seamlessly into existing systems. “The Shuttle Divert responds to growing demands for handling challenging parcels efficiently,” Caddy notes.

Core Offerings v. Expansion

Eii has always prioritized modularity and customer-driven solutions, says Caddy: “We innovate; it’s in our name!” But scaling these principles has required adapting to broader industry trends.

That’s why Eii ensures its innovations remain adaptable to customer needs and industry shifts.

When it comes to future trends, growth in ecommerce and demand for sustainability are driving the need for accessible, modular automation. “Customers seek scalable solutions that minimize waste while enhancing operations,” Caddy explains.

Lessons Learned

Customer focus is key to successful diversification, says Caddy.

“Solving real-world problems is our priority,” he emphasizes. “Flexibility and industry engagement, such as involvement with trade organizations, help Eii adapt and deliver value. By staying customer-focused and forward-thinking, Eii continues to lead with solutions that tackle logistics challenges head-on.”


“Just like our modular systems are designed to evolve alongside our customers’ businesses, our approach to innovation is designed to adapt alongside the needs of the industry.”