Introduction: In today’s global world, supply chain and logistics operations have become far too complicated to be handled by individual firms. Nowadays, it is dealt by logistics and freight solution providing companies. The companies introduce an amount of flexibility for the firms doing their business. The performance of supply chain operations depends upon various dimensions such as location, quality, on-time delivery, dependability and cost. Reducing the operational costs by increasing effectiveness of process helps to gain a competitive advantage. Background: Logistics is a highly labour intensive industry. The primary role of a distribution centre as a supply chain element is to sort and forward the incoming goods(parcels) as effectively as possible within the minimum time. Due to the varied physical attributes of incoming goods/parcels, the sorting process in distribution centres involves different handling techniques. One such technique is the use of a parcel sorter conveyor system, there are various factors based on which the output increases or decreases in such systems. Flexibility is a factor that is seldom compromised, thus failing to operate effectively when volume increases, reduce a competitive advantage for the any distribution centre. Purpose: The purpose is to identify reasons for ineffectiveness during the process and find improvement opportunities which enables a distribution centre to handle more volume on a daily basis. Case: This single case study is carried out at a regional distribution centre aiming to grow regarding the number of suppliers and volume of handled parcels. Findings: The sources of ineffectiveness and improvement opportunities were identified (some of the improvement opportunities are case specific). Discussions: The study provides evidence that errors which are thought to be caused due to human actions can have other root causes, a synergetic approach is suitable in situations where high interdependency of variables exist.   Conclusions: The study has focused on a single case study, conducting the similar type of study with other companies working within a similar environment can provide more generalisable evidence. Improvement should be seen with a mentality of sustaining, with high variability of changes occurring, there should be a focus towards continuous improvement as well.