In the latest episode of Beyond the Barcode, Tompkins Solutions Director Tony Del Cid sits down with Mark Fralick, CTO at Softeon, to discuss the evolution of warehouse technology and the realities of deploying automation and orchestration in high-throughput environments. With more than 30 years of experience in warehouse management systems (WMS) and a career spanning companies like Red Prairie, Blue Yonder, and now Softeon, Mark brings a seasoned perspective on what actually works on the warehouse floor.
Labor and the Real ROI of Automation
Labor challenges remain a key driver behind warehouse modernization. As Mark explains, today’s warehouses are not only struggling to attract talent, but also to retain it. "The push to automation is really focused around labor availability and scalability," he said. The rise of robotics and AMRs might feel like a silver bullet, but Mark cautions against jumping in without a clear roadmap.
“Start by defining your two-to-three-year operational goals. Don’t sacrifice the future for a quick hit,”
he said. Instead of investing in bolt-down infrastructure that may be obsolete in two years, he advocates for modular, mobile systems that can scale with the business.
From Execution to Orchestration: The Role of WES
While WMS handles inventory and order management, today’s fulfillment environments demand more agile execution. That’s where Warehouse Execution Systems (WES) come in. Softeon has built orchestration into its platform, enabling coordination between humans, robotics, and multiple systems within the same facility.
“The warehouse is about flow, not speed,”
“A good WES helps you manage competing priorities, like staging lanes and resource constraints, in real time," Mark said. He also emphasized the rise of multi-vendor orchestration: “The idea that one vendor controls the entire floor is outdated. You need to support different automation solutions working together—AI, robotics, traditional systems—all coordinated around throughput and SLAs.”
Making AI Useful
AI has become a buzzword, but Mark breaks it down into practical applications:
- Generative AI: Used to help configure systems, onboard users, and even create integration logic.
- Predictive AI: Helps forecast labor needs and operational trends.
- Causal AI: Identifies root causes and underlying factors that drive throughput and delay.
Softeon is actively using all three in different parts of its platform to remove friction and improve warehouse decision-making.
"Whether it's wave planning or staffing forecasts, AI should help people make better choices, faster," he said.
Advice for Navigating Automation
Mark’s parting advice is simple: start with a clear operational vision, build toward it in scalable phases, and hold every vendor accountable to measurable ROI.
“This industry runs on relationships, and the ones who keep showing up are the ones who do right by their customers.”
As the complexity of warehouse operations grows, the key to long-term success lies in flexibility, orchestration, and practical technology adoption. From modular robotics and layered AI to the rising importance of multi-vendor integration, Softeon’s approach highlights how strategic thinking and execution can unlock real ROI.
If your team is facing challenges with labor, scale, or technology decisions, these insights offer a blueprint for navigating the evolving automation landscape.
How can we help improve your supply chain operations?
Schedule a consultation or contact Tompkins Solutions for more information.
