Is your traditional Warehouse Management System keeping up with today’s demands? Discover how doWarehouse offers flexibility, scalability, and seamless automation control for modern operations.
The traditional Warehouse Management System model is gradually becoming less suited to meet the evolving needs of today’s automated warehouses.
As consumer behaviour shifts, especially with the rise of e-commerce, warehouses must evolve into fully integrated, omnichannel operations. This transformation demands more than just the management of manual processes; it requires the management of advanced automation, flexibility, and adaptability across various types of automation.
Ferag set out to develop doWarehouse as a solution designed for the future.
Inspired by the need for a unified system that could seamlessly control both warehouse management and automation, doWarehouse was born out of a desire to offer businesses a flexible, vendor-agnostic platform.
“Many solutions available today are tied to specific vendor hardware, which can create limitations,” says Karl Friesenbichler, Regional CEO for Asia Pacific, Ferag.
“We wanted to offer an agnostic solution, allowing customers to choose the best automation for their needs, with the flexibility to integrate different vendor hardware, all managed by a single solution.”
Adapting to change
doWarehouse key features prioritise flexibility and simplicity.
“Unlike other systems doWarehouse is vendor-agnostic,” says Michelle van Driel, Head of Intralogistics Consulting, Ferag.
“This allows companies to select the best automation solutions from different vendors while managing everything under one unified platform. With doWarehouse, warehouses benefit from the flexibility of mixing and matching hardware without the limitation of being locked into a single vendor.”
Additionally, the platform simplifies operations by providing a single system for controlling and managing automation, reducing the complexity of training and change management for warehouse teams.
This streamlined approach also leads to cost savings by minimising licensing fees, as organisations only need to maintain one system.
“We have some unique modules that align with our approach,” adds Michelle.
“One exciting development is the pre-built integration with the Ferag Skyfall pouch system. doWarehouse and Skyfall together can reduce lost sales, enable faster restocking, improve space utilisation, streamline operations, and reduce cost in stores. It does this by controlling the orders and inventory that allow warehouses to sequence order lines to ensure a customer receives their order as one consignment or to ensure store cartons are sequenced in a way that supports a direct-to-shelf model in stores.”
Built on Kubernetes architecture, doWarehouse ensures scalability and ease of upgrades, making it a modern solution designed to evolve with changing industry needs. These features position doWarehouse as an adaptable solution for today’s dynamic warehouse environment.
Key benefits of UCS
The operational and financial benefits of doWarehouse are key factors in its rising popularity. From an operational standpoint, doWarehouse offers a smooth product flow and continuous improvements. This results in lower cost per carton and greater efficiency.
“By improving overall equipment efficiency and increasing throughput, doWarehouse ensures that operations run at maximum capacity with minimal downtime or errors,” says Michelle.
“The system optimises inventory management, minimising issues such as stock-outs and miss picks, which can be costly.”
The financial benefits are equally compelling. Unlike many systems that charge based on volume or user accounts, doWarehouse offers a flexible pricing model, which means organisations aren’t penalised as they grow.
“Our flexible pricing doesn’t burden customers with unforeseen license costs,” Michelle says. “Additionally, by improving service levels and ensuring timely delivery of goods, doWarehouse helps improve customer satisfaction, which in turn leads to higher revenue.”
The ability to integrate multiple pieces of automation while maintaining consistent throughput makes doWarehouse beneficial for organisations transitioning to more automated operations.
“It’s ideal for companies that are starting with one automation system and planning to expand as their needs grow,” adds Michelle.
Real-world success stories demonstrate the solution’s impact.
“A major global retail brand has trusted Ferag to implement a large automated system where doWarehouse manages various components, including a pouch sorter and shuttle systems from third-party vendors. This integration allows them to achieve higher throughput and optimise their warehouse operations.”
Addressing industry challenges
The retail sector in Australia, particularly in the fashion industry, has faced challenges, with several well-known brands collapsing in recent years. As businesses navigate these turbulent times, they are faced with critical challenges such as managing peak demand, reducing markdowns, and minimising write-offs.
“doWarehouse’s ability to adjust business rules during peak seasons is a game-changer for businesses facing fluctuating demand,” Michelle explains. “It can adapt the operational rhythm of a distribution centre during busy times like the holiday season, ensuring that the right products get to the right place at the right time. Additionally, our tight inventory management reduces stock-outs and minimises errors, helping companies avoid costly markdowns and write-offs.”
One area where doWarehouse excels is in the fast fashion sector. With doWarehouse’s integrated pouch sorter system, warehouses can move from traditional storage picking to more efficient direct-to-packing processes. In this scenario stock is stored in the pouch sorter and then automatically packed via automation, including fast tracking single line priority orders. This shortens the time frame for processing orders, which is essential during peak periods.
What next
Looking ahead, Ferag is focused on growth in the Asia Pacific (APAC) region.
“Our regional head office is based in Australia, and we are expanding our footprint across the region,” adds Karl. “We have teams in Sydney, Melbourne, Kuala Lumpur and India, and are now looking to further enter Southeast Asia, with Vietnam being a key focus for 2025.”
Ferag’s commitment to innovation extends beyond the APAC region, as the company continues to invest in product development and engineering globally.
“We believe that true innovation in warehouse automation doesn’t just come from the technology itself, it’s also about the services that accompany the technology – especially professional consulting services that guide businesses through the complexities of automation,” Karl says.
“We view it as three pillars” explains Michelle. “Technology (Automation & Systems), People and Processes, and all three must be strong to build a successful automated distribution centre. Coming from different sides – Karl from the vendor side and myself from the customer side – our focus is on guiding customers through the journey of transitioning from manual or semi-manual systems to fully automated ones.”
With a vision that blends technology with a strong focus on customer service, Ferag is determined to lead the way in warehouse management and automation in the years to come.