Charles Goble, Group Lead Sales Engineering APAC at Vanderlande, shows how people and collaboration unlock warehousing value.
At Vanderlande, we pride ourselves on innovative solutions like our Adapto AS/RS for high-density storage and exceptional productivity, best-in-class sorters that excel in reliable, high-capacity sortation, trusted AMRs and AGVs from Toyota, and robust conveyors that the largest facilities trust. With a proven track record as a system integrator of small and large complex, multi-vendor systems, we’ve delivered reliable automation across APAC’s demanding warehousing environments. However, excellent systems start with the right people in robust discussions.
As the Group Lead for Sales Engineering APAC at Vanderlande, I’ve seen how the most successful warehousing projects aren’t just about installing cutting-edge tech – they’re about uncovering and delivering true value tailored to each client’s unique operations. At Vanderlande, a global leader in logistics process automation and part of Toyota Industries Corporation, we believe that value extends far beyond the usual metrics like space optimization, labor savings, or throughput improvements. While these are foundational goals, every business has its own constellation of requirements, processes, and objectives, which differ drastically across industries and even within them.
Consider the warehousing sector in APAC, where diversity reigns. Large-format retailers prioritize reliability and store-friendliness to save in-store labor and space. However, convenience retailers with small-format stores that often rely on 3PLs just want that limited product range on the shelf quickly. Fresh produce suppliers demand granular visibility: they want to know exactly what’s in every store order and pallet to ensure quality and reduce spoilage. In contrast, low-value inventory handlers might accept less certainty in inventory control in exchange for productivity gains, thus focusing on high-throughput systems that keep costs low. Then there are the business dynamics – many e-commerce companies and others with diverse expansion plans require fast ROI and flexibility, as who knows where they will be in a few years, while more stable enterprises in Australia seek deeper, longer-term value even if the ROI is longer. Ignoring these nuances risks deploying solutions that look impressive on paper but falter in practice.
To truly discover this value, Vanderlande starts by assembling a cross-functional customer team. We dive deep into your business, learning from subject matter experts across the board: warehouse managers who oversee operations, frontline operators who handle daily workflows in stores, deliveries, and warehouses, and of course senior managers to understand the direction of the business. This isn’t a quick checklist – it’s an immersive process where we take the time to understand your operations, challenge assumptions, and question whether certain processes are truly essential or just “business as usual.”
From there, we move into collaborative workshops, exploring ideas and demonstrating how technology can directly benefit your business. These sessions often yield surprising results. Our initial concepts, based on standard best practices, frequently miss the mark on what matters most to customers. Yet, through open dialogue, customers uncover possibilities they hadn’t imagined.
This mutual pursuit of understanding is what leads to truly great projects. It also avoids the pitfalls of short-sighted builds.
At Vanderlande, we start with the right people jointly discovering value and finish with the best people delivering cutting-edge systems that your business needs.
