Heimo Robosch, executive vice president with Knapp, details the business drivers behind the rapid growth in warehouse automation.

A chronic problem being experienced in warehousing and logistics today is finding qualified labor in all aspects of operations, Robosch says. That reality is only exacerbated by the increase in demand that’s driven by the rise of e-commerce. End customers also want their orders faster, with more flexibility in the timing of deliveries to reflect their work and home lives. And the failure of brands and retailers to meet those requirements can cause consumers to seek alternative suppliers. “It makes it increasingly difficult for our customers to operate their business,” he adds.

The shortfall of workers raises the price and competitiveness of labor in the marketplace. But it’s not just a question of paying them more. Robosch says the typical warehouse must become host to “a smarter workforce, more human-friendly.” People are increasingly reluctant to take jobs that entail monotonous, repetitive physical work — precisely the kind of tasks that are best assigned to robots and other types of automated systems.

Value in the distribution industry today is defined as solutions that allow the service provider to attract, train and retain labor, in an environment where workers are incentivized to remain with a given employer for longer periods of time. Within that space, Robosch says, it’s important that they feel a part of the organization and are contributing to providing quality service to customers.

Robosch believes that humans are far from being made redundant by automated systems in distribution environments. Yet automation is vital to the success of retailers and brands today. “It’s a necessity,” he says, “not just a discussion point.”