Furthermore, from a societal perspective, an increase in load factor is almost always something to strive for, and examples of projects aiming at increasing the load factor are plentiful. In one such project, the Swedish Exhibition & Congress Centre situated in the Gothenburg city centre has saved more than one-third of the deliveries by the use of a c/o address to a forwarder’s terminal on the city rim from where the flow to exhibitions is coordinated (The Swedish Exhibition & Congress Centre, 2008).