In a world where economic pressures, shifting customer expectations, and erratic demand patterns converge, automation has shifted from being a “nice to have” to a business imperative. In this session at DELIVER Europe 2025, Ankush Malhotra, CEO of Element Logic, shared a compelling roadmap for how retail businesses can enable long-term growth through strategic automation.

Founded in Norway and operating globally, Element Logic has spent 40 years optimising warehouse performance. Best known as the first—and now largest—integrator of AutoStore systems, the company now also delivers full-stack automation, software integration, and predictive intelligence.

The Complexity of Scaling: Five Forces Driving Urgency

Ankush highlighted that businesses face a unique convergence of disruptive forces:

• Labour shortages & cost pressure

• Fragmented retail channels & personalisation demand

• Volatile demand peaks (e.g. Black Friday, seasonal spikes)

• Sustainability pressures

• A new generation of warehouse workers less attracted to physical roles

A recent Element Logic poll revealed that supply chain leaders rated this as the second most complex period in the last 25 years—second only to COVID.

How to Start and Scale Automation

Rather than focusing on technology first, Ankush advised mapping the full value stream—starting from customer experience and working backward. Brands should pinpoint operational bottlenecks, prioritise areas like storage, picking, or packing, and assess where inefficiencies or NPS gaps lie.

His key advice:

• Start small. Pilot a high-impact, low-risk area.

• Adopt flexible models. Automation-as-a-service reduces capex pressure and enables faster scale.

• Layer in AI. Predictive maintenance and data-driven operations reduce unplanned downtime.

Boozt Case Study: From Pilot to Powerhouse

Element Logic’s work with Boozt.com—the leading Nordic fashion eCommerce player—offered a striking example. In 2017, Boozt faced skyrocketing growth and falling customer satisfaction. They deployed AutoStore with Element Logic, starting with 131 robots and high-frequency SKUs.

As Boozt’s confidence grew, they rapidly scaled:

• Robots scaled from 131 to over 400

• Handling speed reached record fulfilment in just 49 seconds

• Customer satisfaction rebounded, transforming automation into a competitive advantage

This success, captured in a compelling video played during the session, underscored the power of fast wins and iterative scale.

Looking Ahead: AI, Talent, and Lifelong Partnerships

Malhotra also addressed:

• AI-powered predictive maintenance, already embedded in Element Logic’s service offering

• A modular approach to automation, tailored to fit each client’s roadmap

• The importance of talent: attracting the next-gen workforce and guiding them through career mobility within automation-led businesses

Ultimately, Ankush left the audience with a clear message: “Automation is not optional—it’s your growth engine.” And with partners like Element Logic, it’s scalable, fast, and measurable.