Exotec’s Skypod System Reimagines Modern Fulfillment
The pressure to meet same-day delivery promises has put the e-commerce and retail industries under immense strain, a challenge that traditional warehouse automation often struggles to address. Fixed conveyor systems and rigid infrastructure cannot keep pace with the modern demand for speed and adaptability. A new class of agile, software-defined robotics is now transforming warehouse strategy by offering unprecedented flexibility, densification, and speed.
On Episode 98 of The Machine Minds Show, host Greg Toroosian, founder of Samson Rose, discusses with Andy Williams, Executive Vice President of Sales for North America at Exotec, to unpack how their single mobile Automated Storage and Retrieval System (AS/RS) platform is helping retailers, third-party logistics (3PLs), and grocers keep pace with consumer demands and labor constraints.
From Wine to Robotics: An Industry Veteran's Journey
Andy Williams’s career journey is a masterclass in a deep, hands-on approach to supply chain automation. It began in an unexpected place: the wine business, where his first job out of college taught him the basics of sales. He then joined DHL, starting as a sales representative and moving up to national account management and district sales management roles, an experience he described as "wonderful."
His career then transitioned into the material handling industry, where he worked in business development and sales at Vanderlande. He then entered the world of technology systems at a French aerospace company called Zodiac, before becoming a Vice President at SSI Schaefer, and later holding the role of Chief Revenue Officer there. In these roles, he was responsible for leading commercialization efforts, establishing global sales channels, and defining go-to-market strategies for cutting-edge warehouse robotics.
Now at Exotec, his path has come full circle, as he works with several companies, including those in the wine and spirits industry, but from the perspective of a robotics provider. This diverse background gives him a unique lens through which to understand the supply chain challenges of an industry he knows firsthand.
The Skypod Difference: Flexibility in Action
Exotec’s Skypod system stands out from other goods-to-person solutions due to its innovative design and capabilities. The system’s only moving part is the robot itself, which provides extremely dense storage and high throughput. The robots are the same size as a tote carton, allowing for maximum use of vertical and horizontal space. This design also provides unparalleled flexibility, with robots that can travel from any point to any other point on the ground, offering complete connectivity within the warehouse.
This flexibility allows the system to handle a broad range of use cases, from picking full cases to individual-item picking, and even performing full sequencing for mixed-SKU pallets. This broad utility has made the technology a valuable tool across a huge range of industries, such as, but not limited to, wine and spirits, grocery retail, industrial spare parts, e-commerce, and apparel.
A Product-Driven Organization
Andy attributes a significant part of Exotec’s rapid scalability and success to its identity as a product-driven organization. Unlike the traditional automation world, where each project often requires extensive custom engineering, Exotec’s systems all run on the same configurable software for the Skypod. This "wide product" approach allows them to address a vast number of different business cases without starting from scratch.
This product-first mentality also enables an advanced level of support and reliability. Exotec’s customer success and maintenance teams monitor every robot’s movement globally, 24 hours a day, 365 days a year. This constant oversight ensures the systems remain reliable and can scale quickly to meet customer demand.
Selling Eight-Figure Automation
A lesson that Andy emphasizes: selling to Fortune-500 companies requires a deep understanding of their business problems. The new standard for justifying an eight-figure automation project goes beyond traditional Return on Investment (ROI) metrics, such as Full-Time Equivalent (FTE) count, to include factors like market share and transportation savings. For example, a project with a major food and beverage company saw its ROI driven largely by savings from fewer truck stops.
Some of Exotec’s biggest successes have come from customers who were uncertain about their future business mix, a common challenge for companies today. They may not know if their business will be 80% case pick or 80% each pick in the next few years. The Skypod system’s flexibility is a key selling point because it can expand into all these dimensions, allowing customers to face future uncertainty with a single, adaptable solution.
He also notes that some of his most memorable career wins came from landing projects with big Fortune-500 companies like Walmart, IKEA, and Kohl's, which he said were very difficult to pull off.
In-depth: What is "80% case pick or 80% each pick"?
It is a key concept in warehouse and logistics operations that Andy was explaining during the episode. It refers to two different methods of fulfilling orders:
Case Picking: Fulfilling an order by picking entire cases of a product. This is common in wholesale or business-to-business (B2B) operations.
Each Picking: Fulfilling an order by picking individual items. This is typical for e-commerce or direct-to-consumer (D2C) orders.
AI and the Future of Fulfillment
According to Andy, AI vision and data will play a transformative role in fulfillment over the next five years. He believes companies will use AI as a strategic tool to better predict which products they need, when they need them, and in what quantities. This predictive capability can lead to increased sales by anticipating market trends.
He expects to see continued development in enhanced vision technology, with AI helping with camera-based tasks to create continuous improvements in every part of the operation. Ultimately, Williams foresees a future with even more collaboration between humans and robots, where people support the software and hardware of the robots that perform the physical labor.
Recruitment, Leadership, and Words of Wisdom
Exotec has grown from around 40 to 150 people in just three years. Andy offered insight into what the company looks for in a sales hire. While successful candidates come from different backgrounds, including engineering, he emphasizes the importance of intangibles. He looks for a competitive streak, a strong work ethic, intellectual curiosity, and a willingness to be a team player. He advises that if you want to get into sales robotics, you have to find a way to get in and gain some experience. He also stresses the importance of leveraging your network.
Andy also states that Exotec has a diverse group of people, and a key part of their success is having people who take ownership of what they want to do. He advises new hires to be open about their career goals and to take control of their own destiny, as there are opportunities to transition roles within the company. He keeps his team sharp and focused by hiring the right people, leading by example, and filtering out the noise of unproductive activities. He also adopts a long-term perspective, recognizing that sales in this industry are a marathon, and results cannot always be measured over a short period of time.
Moreover, Andy shared his favorite leadership lesson, which he attributes to Jeff Bezos: understanding the difference between “two-way and one-way doors.” In a scaling environment, it is crucial to recognize which decisions can be reversed if they do not yield the desired results. He advises a calculated but fearless approach to taking risks and moving quickly, as the benefits of action can often outweigh an overly cautious approach.
As a final message, Andy recommends the book “Crossing the Chasm” for anyone interested in technology startups and scaleups. He explains that the book’s core concept of bringing new technology to market by first focusing on commercial customers is a crucial step for any business looking to produce a product on a large scale.
Take Action Now!
Do not miss out on episodes of The Machine Minds Show: To hear the complete, engaging conversation of Greg Toroosian with Andy Williams, listen to Episode 98 | Flexible Robots Transform Warehouse Strategy | Andy Williams here.
For exclusive content and updates about The Machine Minds Show and Samson Rose, follow the podcast on Apple Podcasts and engage directly on Instagram, LinkedIn, and Facebook.
Interested in automation warehousing strategies? Explore Exotec’s mission and technology on their official website: https://www.exotec.com/. Read more about their next-gen Skypod launch or message Andy Williams via LinkedIn.
Connect with Host Greg Toroosian: Follow Greg on LinkedIn to stay updated on his insights and upcoming episodes.
Elevate Your Team with Samson Rose: If you are ready to build a team that can drive your business forward, let Samson Rose be your guide to finding professionals who match your expertise and ambition. Samson Rose is your dedicated talent recruitment partner for the robotics, AI, and hard tech industries. We work with the most innovative companies in high-growth sectors, from logistics to manufacturing, to find exceptional leadership and top-tier talent. Contact Samson Rose today to begin a transformative partnership.