Automation at scale needs more than technology

Warehouse automation is often discussed through the lens of systems, robotics and mechanical performance. But scaling automation across multiple countries and operating companies requires a wider model.

The session from Element Logic and New Wave Group focused on how automation can move from individual site projects into a repeatable European rollout. For New Wave Group, the challenge was not only to automate one warehouse. It was to support a broad portfolio of brands, product categories, local entities and fulfilment needs without creating unnecessary operational complexity.

That makes partnership, process and standardisation as important as the technology itself.

The business case starts with productivity and density

New Wave Group’s automation journey began with familiar warehouse pressures: the need to increase picking speed, improve operational efficiency and make better use of storage space.

Manual picking and added shifts can create cost and capacity constraints. Automation offered a route to higher pick-line productivity while also improving warehouse density. For businesses managing apparel, accessories, sportswear and promotional products, that combination of speed and space utilisation can be central to future growth.

The session showed that successful automation starts with a clear definition of what success needs to look like.

Standardisation enables faster rollout

One of the strongest themes was the move from local projects to a global template.

The partnership between Element Logic and New Wave Group started locally, but as more sites became interested, both sides recognised the need for a more standardised model. That meant creating alignment around commercial frameworks, software, implementation structure and solution design.

Standardisation helps reduce repetition. Instead of redesigning every project from scratch, teams can build from a shared model and adapt only where local requirements genuinely demand it.

Local execution still matters

The session also made clear that standardisation cannot mean ignoring local operations.

Each site has its own team, leadership, warehouse reality and market requirements. For the rollout to work, global templates need to be supported by local implementation teams, local account management and ongoing collaboration.

This balance is critical. Global alignment creates speed and consistency, while local execution ensures the solution works in practice.

The next phase is end-to-end optimisation

Automation does not stop once the core system is installed.

New Wave Group is already looking at how to improve the processes around automation, including replenishment, carton handling, consolidation, conveyor integration and outbound flows. This reflects a broader maturity curve: once the initial productivity gains are achieved, the focus shifts towards improving the full warehouse process.

For automation partners, this also means the relationship needs to evolve. Customers need visibility into supplier roadmaps, future functionality and how the solution can adapt as operations change.

What this means for the DELIVER community

For retailers, brands and 3PLs, the session offers a practical lesson: automation should be designed for scale from the beginning.

A single successful project is valuable, but the greater opportunity comes when businesses can repeat, refine and expand automation across multiple sites. That requires clear success metrics, standardised solution design, software consistency, local ownership and a strategic partnership that can evolve over time.

As fulfilment networks become more complex, the strongest automation strategies will be those that combine repeatability with enough flexibility to serve each market properly.