Delivering data-driven and robotic solutions for logistics automation

The Middle East has undergone a remarkable transformation in the realm of retail and e-commerce

“With our expertise and innovative technologies, we enable our clients to optimise their operations, streamline processes, and unlock new levels of performance,” affirmed David Dronfield, General Manager, Swisslog, in an exclusive interview with Global Supply Chain on the sidelines of the recently concluded Seamless 2023.

According to organizers, the justconcluded Seamless Middle East 2023 attracted over 20,000 global attendees, dozens of inspiring speakers and hundreds of innovative brands showcasing their latest technologies. According to Swisslog, a major exhibitor at the event, it was a useful platform for companies to drive the message that automation is the prime force taking retailers and e-commerce marketplaces to new heights of success. According to

DAVID DRONFIELD General Manager, Swisslog Middle East

David Dronfield is the General Manager of Swisslog Middle East, an intralogistics provider that delivers robot-based and data-driven automation solutions for customers across a wide range of industries.

David brings more than 35 years of professional experience in the warehouse automation sector with expertise across sales, marketing, business development, project management and in managing senior leadership roles.

David is responsible for growing Swisslog’s regional customer base and creating awareness about the need for professionally integrated warehouse automation systems.

David holds a BSc degree in Electrical and Electronics Engineering from the University of Surrey in the UK.

industry estimates, the automation market in the MENA region is projected to reach US$ 1.6bn by 2025. The following are the transcripts of our exclusive interview with David Dronfield.

Global Supply Chain (GSC): What is Swisslog debuting at Seamless 2023?

David Dronfield (DD): At the event, Swisslog showcased AutoStore with a spectacular live demo. AutoStore is a highly efficient robotic storage and order processing solution that integrates easily into existing buildings, designed to help retailers and e-commerce companies meet the growing demand for fast, accurate, and reliable order fulfilment while continuing to compress order cycles and delivery times.

GSC: What is the corporate message going forth from Swisslog at Seamless 2023?

DD: Swisslog delivers data-driven and robotic solutions for logistics automation alongside reliable, modular service concepts. Our mission is to empower businesses by collaborating with forwardthinking companies that share our vision of driving warehouse automation.

We aim to set new industry standards and deliver future-proof warehouse solutions. We have delivered over 2,000 complete solutions for leading companies in 25 locations worldwide and understand what is important for integrating products successfully.

GSC: Comment on your capabilities and USPs vis-a-vis your competitors and peers?

DD: Swisslog stands out through our distinctive capabilities and unique selling propositions (USPs). One of our key USPs is the seamless implementation of solutions like AutoStore, which can be integrated into existing infrastructure with minimal downtime or disruption. A concrete demonstration of AutoStore’s time efficiency is our flagship partnership with RoboStores. Swisslog Middle East successfully implemented AutoStore for Robostores in a remarkably short time. For less complex, smaller projects it can be completed within 5-7 months, from the start of work on-site to the system going live. By streamlining workflows and optimising operations, our solutions drive efficiency and enhance productivity throughout the supply chain.

GSC: What are the challenges and opportunities for your company going forward?

DD: The rapid pace of technological innovation is an exciting opportunity that fuels our passion for growth. It inspires us to remain agile and adaptive, always seeking new ways to leverage emerging technologies to our advantage. Industry estimates suggest that by 2028, the global average order fulfilment time will decrease from 4 hours to a mere 30 minutes.

This highlights the immense potential for faster and more efficient logistics processes. Moreover, this challenge fuels our passion for exploring new ideas for our clients and pushing the boundaries of what is possible in robotics and automation developments.

GSC: How significant is the Middle East for Swisslog?

DD: This growth in e-Commerce in the region is fuelled by a consistent rise in warehouse investments, driven by the increasing adoption of automation and integration within supply chains. Furthermore, research suggests that autonomous robots will process up to 50% of all e-commerce orders globally by 2025. With a thriving digital commerce ecosystem, the Middle East holds remarkable potential for leaders in logistics automation.

GSC: How wide is your current network and which are among the top three performing countries in the region?

DD: Swisslog has developed a robust network that spans multiple countries in the Middle East including the UAE, Saudi Arabia, Kuwait, Oman and many more. We have established a strong presence in key markets to effectively serve the automation and logistics needs of our clients. Each country in the region presents unique opportunities and potential for automation solutions.

The UAE, in particular, has demonstrated significant commitment and progress in becoming a global leader in the robotics and automation industry, aiming to increase the sector’s contribution to the gross domestic product (GDP) to 9%. The benefits of automation are clear, and the investment and effort required to implement these systems are worth it for their increased operational efficiency and warehouse productivity.

GSC: What are your expansion plans for the region?

DD: Swisslog has established a strong presence in the Middle East with an impressive client portfolio including renowned companies like Mai Dubai, Robostores, Almarai, and Raha. Building upon our successful track record, we have ambitious expansion plans to further contribute to the transformation of the e-commerce industry in the region.

Businesses across the region can leverage our advanced warehouse automation capabilities to accelerate critical processes such as order fulfilment, packaging, and shipping, enabling them to meet changing customer preferences swiftly.

GSC: What are your aspirations for Swisslog going forward?

DD: We aim to build strong relationships and foster partnerships by engaging with attendees, industry experts, and potential clients. Moreover, we strive to be at the forefront of logistics automation taking place in the region and play a pivotal role in helping businesses achieve greater success in the retail and e-commerce industry.

GSC: What technology trends or new technologies do you detect and foresee for your business going forward?

DD: We expect to see wider adoption of solutions such as robotic storage systems, autonomous mobile robots, and advanced picking technologies. These technologies enable businesses to enhance their order fulfilment capabilities, reduce errors, and meet the evolving demands of customers.

Recent reports suggest that by 2025, autonomous robots will process up to 50% of all e-Commerce orders indicating that forward-thinking companies are increasingly turning to automation technologies to optimize their processes and improve efficiency.