20.06.24

Optimizing Private Label Orders: How Katoen Natie’s WMS Streamlines Value-Added Services

Customers require agility and efficiency across their supply chains, especially when it comes to private label fulfilment.

Introduction:

In today’s competitive market, customers require agility and efficiency across their supply chains, especially when it comes to private label fulfilment. Katoen Natie is committed to providing innovative solutions that empower our clients to meet these demands. In this article, we discuss a recent project where we utilized our in-house Warehouse Management System (WMS) expertise to enhance private label order processing.

Understanding Private Labels:

Private labels, also known as store brands or own brands, are products manufactured by one company, but sold under another company’s brand. Retailers or wholesalers typically use private labels to offer customers exclusive products that differentiate them from competitors and often provide better profit margins. Managing private label products requires precise handling to ensure correct branding and packaging, making efficient supply chain processes crucial.

Identifying the Challenges:

Traditionally, private label orders involved manual handling, re-boxing, and separate labelling. These processes create several inefficiencies, including:

  • Excessive Packaging Waste: Traditional methods often involve re-boxing every order, regardless of content, leading to unnecessary carton consumption and environmental impact.
  • Bottlenecks and Slow Processing: Manual checks on items and separate labelling processes can create bottlenecks and slow down overall processing times.
  • Inefficient Sorting: The lack of automation in identifying private label needs can result in mixed boxes requiring extra handling in the packing area, further reducing efficiency.

The WMS Solution:

Our team developed a powerful solution within our WMS that empowers the system to pinpoint specific order lines within a larger order requiring additional branding. Here’s how it transforms the process:

  • Precision Identification: The WMS automatically identifies private label items within an order.
  • Automated Sorting: This data is then translated into actionable steps for the conveyor system. Boxes containing these designated items are automatically identified and separated for dedicated Value-Added Services (VAS) processing.
  • Streamlined VAS Area: A dedicated VAS area is equipped to handle these specific requirements efficiently.
  • Intelligent Reintegration: Upon completion of VAS activities, the system seamlessly integrates with the packing process, ensuring accurate sorting and delivery.
An example of a dedicated VAS area

 

Benefits Realized:

This innovative WMS functionality offers significant advantages for our clients:

    • Reduced Carton Waste: By eliminating unnecessary re-boxing for non-private label items, we can significantly decrease overall carton consumption.
    • Enhanced Efficiency: Automated processes minimize manual intervention and expedite processing times in the VAS area.
    • Improved Accuracy: Automatic identification and sorting ensure private label items receive the correct branding and labelling.

Conclusion:

Katoen Natie’s commitment to continuous WMS development empowers us to offer clients efficient and sustainable solutions. This project not only demonstrates our ability to streamline private label processing and reduce waste, but also underscores our dedication to enhancing overall customer satisfaction. This focus on innovation allows us to be a valued partner to leading brands across diverse industries, helping them achieve operational excellence and maintain a competitive edge in the market. Just another way how our people make the difference for our customers.

Reach out to us and speak with an expert today.

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    A Vertical Lift Module is an automated vertical storage system that stores items in trays and retrieves them via an internal lift. It brings the item directly to the operator, reducing walking time and improving overall picking efficiency.

    Key Benefits of VLMs:

    • Space Optimization: VLMs use vertical space rather than horizontal shelving, freeing up valuable floor area and enabling higher density storage.
    • Enhanced Picking Accuracy: Items can be pinpointed using a combination of visual aids like laser pointers or display screens, guiding the operator to the exact product location.
    • Faster Picking Speeds : Operators have considerably reduced walking distances using VLMs compared to traditional aisle picking. By reducing these walking distances, VLMs speed up picking operations. Multiple VLMs per operator can further reduce wait times during peak activity.
    • Improved Security & Inventory Control : Access to the VLM can be restricted and tracked — making it a reliable solution for sensitive or high-value inventory.

    When Are VLMs A Good Fit?

    VLMs are best suited for operations where:
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    • High picking volumes that justify the automation investment
    • Warehouse space is constrained
    • Labor availability is limited
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    A Few Considerations Before You Automate

    While VLMs offer numerous advantages, they aren’t a perfect match for every logistics operation and are not a one-size-fits-all solution. Here are a few potential challenges to keep in mind:
    • Not ideal for oversized or irregularly shaped items
    • Trays are height-sensitive: A single tall item on a tray affects the total storage capacity, so correct SKU placement is key
    • Downtime risk: Storing 100% of a product in just one VLM could pose an issue if the system becomes temporarily unavailable

    Making the Right Call: Data-Driven Feasibility

    VLMs should be seen as part of a broader warehouse automation strategy. At Katoen Natie, we approach each case with a data-driven feasibility study, ensuring our customers get the right mix of technologies and storage solutions for their needs.   Interested in exploring automated storage solutions? Let’s start the conversation with an expert and co-create the warehouse setup that supports your business needs.
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    From Task Lists to Intelligent Steering

    Unlike conventional systems that rely on static task lists, our advanced WCS introduces smart steering: a dynamic method of assigning tasks based on real-time data, operator roles, and operational priorities. Instead of choosing tasks manually, operators are guided through a shared pool of work—receiving clear instructions, one at a time, tailored to their specific role. This ensures that movements are optimized, equipment is used efficiently, and idle time is reduced. Whether handling replenishment, picking, or cycle counting, every task is part of a streamlined, intelligent flow. A standout feature is the automated workload balancing: the WCS constantly evaluates how tasks are distributed across operators, zones, and machinery—maximizing output while avoiding bottlenecks. This WCS doesn’t generate work—it orchestrates it. The system’s logic is role-based, Reachers reach. Pickers pick. Team leaders gain full visibility of progress and performance, allowing them to shift resources or reprioritize tasks with minimal disruption. This results in less empty driving, more productive time, and a safer, more structured workflow.

    Why It Matters

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    • User-Friendly Interface: Simple design makes the system easy to adopt with minimal operator training.
    • Scalable by Design: Modular structure allows new features—like batch picking, returns handling, and advanced receiving—to be rolled out as needed.
    • Improved Safety and Accuracy: Structured flows help reduce human error and improve workplace safety.
    • Real-Time Visibility: Full tracking and live dashboards offer performance insights for continuous improvement.

    Real Results on the Floor

    Already implemented across multiple customer platforms, this WCS has delivered measurable improvements. Sites have seen a notable increase in combined moves, reduced empty drive time, and consistent productivity gains. It's not just theory—it’s tested and proven in real operational environments.

    Future Focus

    This WCS is more than a workflow tool—it’s a foundation for the future of logistics operations. With upcoming modules such as TRI-sorter integration, enhanced receiving, and assembly flows, it is evolving to meet tomorrow’s warehousing needs. Experience the difference with Katoen Natie's IT services. Speak with an expert today to learn more about how we can support your business needs.
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    Every successful IT project begins with understanding.  We actively listen to our clients, through regular check-ins, surveys, and feedback sessions. Together with the Key Account Manager  (KAM) we make sure customer needs are captured early and revisited often. Open communication loops and prompt follow up help us stay aligned throughout the project lifecycle. The result? Customers feel heard, supported, and confident in how we respond to their evolving needs.
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    Behind every delivery is a team of experienced IT professionals who understand both technology and the logistics sector. We build and maintain this expertise through:
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      • Continuous improvement through feedback and lessons learned
      • A strong track record of successful, real-world implementations
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    • Progress visibility

    Transparency is central to how we work. Throughout every implementation or change request, we keep our customers informed with:
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      • Clear timelines and scope definitions
      • Open reporting on milestones and blockers
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    Delivering services on time and within budget is critical to maintaining customer trust. We prioritize efficient project management, resource allocation, and risk mitigation to ensure timely and high-quality delivery. Adhering to agreed-upon timelines and maintaining high standards are essential for successful outcomes.
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    We understand the importance of staying within budget. Our transparent budgeting practices are clear, proactive, and managed in collaboration with internal stakeholders and our customers. This approach helps us:
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    Market Insights: Pet Food Industry Trends and Developments 2025

    The pet food industry continues to experience strong growth globally, driven by shifting consumer behaviors, innovation, and an increasing focus on pet health and well-being. Below, we explore key trends and developments shaping the sector today.

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    The global pet food market is projected to grow significantly, from USD 132.92 billion in 2025 to USD 193.65 billion by 2032, reflecting a compound annual growth rate (CAGR) of 5.52%.

    An important event on the horizon is Zoomark International in Italy, where several start-ups will present innovative pet food products. Notably, the exhibition will feature a special pavilion dedicated to the pet food and pet care supply chain. This area will showcase advanced production and packaging technologies that enhance efficiency and sustainability—two increasingly vital themes in the industry.

    Key Trends Driving the Market

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      Pets are increasingly considered family members, prompting owners to seek higher-quality, premium, and natural pet food options.

    • Health and Wellness Focus:
      Pet owners are becoming more health-conscious, demanding products that contain functional ingredients promoting pet health and even preventing common diseases.

    • Sustainability:
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    • Product Innovation:
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    Technological Advancements Shaping the Sector

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      Modern production processes increasingly incorporate AI and automation, improving quality control, safety, and production efficiency.

    • Alternative Proteins:
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    • Personalized Nutrition:
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    Regional Insights

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      Leading the market with a projected 40.6% market share in 2024, driven by high pet ownership rates and the growing trend of pet humanization.

    • Europe and Asia-Pacific:
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    The pet food industry is at a pivotal moment where innovation, sustainability, and consumer expectations are reshaping the market landscape. Brands that adapt to these evolving trends will be best positioned for long-term success.

    For more insights or to learn how Katoen Natie can support your pet food logistics and supply chain needs, reach out:

    Bart Versprille

    bart.versprille@katoennatie.com Katoen Natie Pet Food and Pet Care
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