Software solution

The biggest current development for SSI Schaefer is not quite what you might expect at first glance. The company has made its reputation in automated handling equipment, with German Engineered shuttles, mini-loads, pallet cranes, sorters etc all key products. However, the company is also focusing a great deal of energy on developing cutting edge warehouse software and sees this as the component that makes most difference to the success of the automated installation.

"In the eCommerce world in particular, software becomes the determining factor on a project. The hardware tools that form the system are becoming of less interest to the customer as we and most of our competitors can supply these components. It is therefore the real value lies in how the system ties together," explains Jaap Vos.

"The software, and having flexibility to operate within the software, is a key driver. We have recognised it as a focus and we are working very hard at becoming a leader in this area."

For large eCommerce sites, the traditional solution is to put 2,000 people in, and that can be difficult and costly. So, that drives automation. The hardware is not becoming much more complicated, argues Jaap, but the software is becoming more complex.

Each ordered item has a number of qualities attached to it, for example, cut-off time, whether it is to be consolidated with other items in a delivery, how it is to be packed. The software manages these decisions and how they impact on the overall system.

"This makes skills important. We set up a structure a few years ago - taking on graduates hired on the basis of ability and we train those guys up. It takes time but these skills are valuable on projects," says Jaap.

The products themselves are still important, insists Jaap. The company is proud of them, and is not losing sight of the need for excellence there. The firm launched a new shuttle at CeMAT, for example, the Cuby.

"But a product won't work in every application. We start with the customer, identify their problem and then come up a concept which deploys the best products and solutions for their situation."

It is exciting times for the automation market. As well as the increasing importance of software, large corporations are targeting warehouse automation specialists for acquisitions. Kion has bought Dematic and Kuka bought Swisslog, to name but two.

We are one of the largest automation providers in the world and we are much more likely to acquire than be acquired. The strength of Schaefer is that it is a 100% family-owned, financially stable business and that will remain," says Jaap.

SSI Schaefer has started the process of acquiring further scope many years ago when the firm bought into automation companies.

"We have been broadening our portfolio since then. What is key in these deals is not simply the products, it's also about software, product development, understanding of business processes. Now, on an average project, some 80-90% of the overall system is delivered from our 'own house'. This is a strong message to customers that we are in charge of our supply chain."

IMHX

Given how the market is developing, SSI Schaefer has revamped how it will present itself at this year's IMHX. The stand will have fewer products and more focus on applications and business processes. 

"We've reinvented how we market ourselves. The IMHX stand will focus on impact and solutions around service, IT, fashion etc. There will of course still be some products but we will have more space for communication and more focus on finding out customer problems and working on a solution," says Jaap.

"There will always be customers who want to know about the nuts and bolts, but there are more that look to us to help them manage contingencies or manage their operations via resident maintenance."

The stand will have two Weasel AGVs running. They are designed to bring flexibility and scalability to warehouse transport processes and won the 2016 IFOY Award in the Intralogistics Solution category. SSI Schaefer has installed the products in a few projects in Europe and is quoting for some customers in the UK. Stand 9D79