{"id":26635,"date":"2026-07-13T10:28:29","date_gmt":"2026-07-13T08:28:29","guid":{"rendered":"https:\/\/retail-optimiser.de\/guest-feature-order-picking-network-a-paradigm-shift-in-supply-chain-optimisation\/"},"modified":"2026-07-13T14:22:51","modified_gmt":"2026-07-13T12:22:51","slug":"guest-feature-order-picking-network-a-paradigm-shift-in-supply-chain-optimisation","status":"publish","type":"post","link":"https:\/\/retail-optimiser.de\/en\/guest-feature-order-picking-network-a-paradigm-shift-in-supply-chain-optimisation\/","title":{"rendered":"Guest Feature: Order Picking Network \u2013 a paradigm shift in supply chain optimisation"},"content":{"rendered":"\t\t
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\n\t\t\t\t\t\t\t\t\tWith the Order Picking Network (OPN), Witron is redefining logistics. The focus is no longer solely on automation performance, but on the overall value created through the interaction across warehouse, transport, store and enterprise levels. For Witron\u2019s managing directors, Helmut Prieschenk and Karl H\u00f6gen, OPN therefore marks a paradigm shift: away from traditional optimisation within the logistics centre towards end-to-end, data-based, and dynamic network optimisation.

Intralogistics has made significant progress in recent years, with Witron often setting the pace for innovation. Automated order picking, highly efficient distribution centres, and scalable system environments are well established across many areas. For Witron, however, development goes beyond the performance of individual machines or locations. OPN represents a new strategy and a new way of thinking within Witron\u2019s philosophy.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Helmut Prieschenk, Managing Director of Witron Logistik + Informatik GmbH & Co. KG. (Photo: Witron)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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\u00a0Witron managing director Helmut Prieschenk describes OPN as neither a standalone automation solution nor a pure software product. Instead, it represents a new environment for redefining the order picking machine. It is no longer an isolated service centre within the warehouse, but an integral part of a larger, integrated network. \u201cOPN essentially contains elements of everything.\u201d<\/div>
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Customers are demanding the next step<\/strong><\/h3>

Witron has been systematically preparing for this evolution. First, the highly automated Order Picking Machinery (OPM) revolutionised grocery retail logistics.<\/p>

This was followed by OCM (Omni Channel Machinery), which combined store replenishment and home shopping under one roof. Now, many customers are demanding the next step. The experts in Parkstein are convinced that while in-warehouse technology remains crucial, perspectives must broaden beyond the machine itself and beyond the warehouse. The key question is: how does the customer\u2019s overall system perform?<\/p><\/div>

This question marks the starting point for OPN. Witron shifts the focus from individual systems to the entire value chain. The first level<\/strong> is defined by the distribution centre<\/strong>, where availability, performance, precise project execution, and technical excellence are key. This continues to be essential. \u201cFor more than 25 years, we have been delivering this for grocery retailers in Europe, North America, and Australia \u2013 across over 125 projects\u201d, emphasises Helmut Prieschenk. This proven track record underpins OPN\u2019s credibility.<\/p>

A cross-functional, end-to-end network logic<\/strong><\/h3>

On a second level<\/strong>, the perspective expands to the supply chain ecosystem<\/strong>, extending horizontally from the producer through transportation, national and regional warehouses all the way to the store or end customer. \u201cThis is where true end-to-end thinking begins for Witron. The warehouse is no longer seen merely as a technical unit, but as a component within a network designed to maximise overall value\u201d, explains Helmut Prieschenk.<\/p>

The third level<\/strong> extends even further. Across the enterprise, all relevant business areas are integrated into a seamless end-to-end network logic. To achieve this, different organisational units are optimised holistically to identify the \u2018sweet spot\u2019 where the overall system performs at its optimum level without creating suboptimal outcomes in individual clusters. This defines the core of OPN: not the isolated efficiency of a single area, but its impact on the entire network.<\/p>

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Smart processing of store orders<\/strong><\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Karl H\u00f6gen, Managing Director of Witron Service GmbH & Co. KG. (Photo: Witron)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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An increasing number of companies are targeting this enterprise-level sweet spot. They view the supply chain as a strategic enabler. \u201cWhen logistics is professionally integrated and executed at a high-performance level, it goes beyond a pure replenishment function and becomes an enabler of services and capabilities that were previously not possible,\u201d explains CEO Karl H\u00f6gen.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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This is where OPN makes a difference. Instead of fixed delivery dates, defined packaging logic, and standardised order patterns, the focus shifts toward dynamic control: intelligent handling of store orders, balancing the network across multiple levels, differentiated network management based on demand patterns such as average days, peak days, weekly or seasonal cycles, as well as promotions, and end-to-end inventory management across the entire supply chain. A decisive factor is the ability to use recurring data patterns interactively and dynamically to reach the overall sweet spot. Equally important is that data and intelligence are leveraged broadly and across silos to enable these optimisations.<\/p>\n

Premium store service, productivity, preservation<\/strong><\/h3>\n

What stands out is that Helmut Prieschenk and Karl H\u00f6gen approach OPN from a strategic perspective first. For them, the \u2018why\u2019 is what matters most. Three guiding principles define their approach: Premium store service, end-to-end productivity, and preservation. Premium store service<\/strong> focuses on the customer and the store. Products must arrive in the right quantity, at the right time, and in the right quality \u2013 exactly where they are needed. \u201cMaximum customer service is by far the strongest driver for our customers,\u201d emphasises Karl H\u00f6gen.<\/p>\n

End-to-End Productivity<\/strong> inherently goes beyond local optimisation. True productivity only emerges through the interaction of transport, stores, and distribution centres. Preservation<\/strong> extends this perspective by incorporating sustainability, ergonomics, long-term performance, and responsible resource use. OPN is therefore not only about operating more store-friendly and cost-efficiently, but also about increasing reliability, sustainability, and future readiness. From a technical perspective, this encompasses a range of elements \u2013 including design, consulting, facilitation, software tools, algorithms, data integration, and simulation logic \u2013 depending on the application. The key is enabling existing systems to evolve within a larger ecosystem that benefits the entire enterprise.<\/p>\n

Proven expertise built on decades of experience<\/strong><\/h3>\n

Witron clearly distinguishes itself from traditional consulting approaches. The company designs logistics systems, integrates technologies, takes responsibility for service and maintenance, and operates facilities. This is precisely what sets it apart. \u201cOPN is not a theoretical concept \u2013 it is grounded in decades of experience and a close connection to day-to-day retail operations,\u201d emphasises Helmut Prieschenk.<\/p>\n

This underlines key differentiators: OPN is rooted in operational reality. The company operates at the core of data, interfaces, and material flow. Witron combines physical platform expertise with digital intelligence. OPN seamlessly integrates mechanics, sensor technology, actuators, data, analytics and system integration. Customer value consistently takes precedence over technology trends. For the two managing directors, only one question truly matters: Does this give Witron customers a competitive advantage \u2013 enabling them to differentiate themselves?<\/p>\n

Learning across sites<\/strong><\/h3>\n

In day-to-day operations, OPN therefore focuses on interfaces. Witron analyses the customer\u2019s infrastructure, including its installed base, logistics centres, stores, transport routes, and their interdependencies. This creates a \u2018heat map\u2019 of the network, identifying where optimisation generates real value \u2013 for the store, the CFO, and the company as a whole. The approach identifies interdependencies and translates them into targeted technical, organisational, and data-driven measures.<\/p>\n

The concept becomes even more compelling when it comes to scaling. Witron does not view OPN solely within a single customer organisation. A customer with multiple distribution centres already operates its own customer-specific OPN. These customer-specific networks can be integrated into a broader learning system. While customer-specific data and competitive advantages remain strictly separated, standardised processes and patterns unlock additional value. If packaging, coding, or machine parameters for comparable products are aligned across different countries or customer environments, Witron can leverage synergies and eliminate the need to repeat identical optimisation efforts. This enables OPN to continuously evolve, learning from every pilot project and every validated pattern.<\/p>\n

OPN as an enabler<\/strong><\/h3>\n

At the same time, mechanical systems continue to play a crucial role. \u201cOf course, you still need a well-functioning \u2018engine room\u2019 \u2013 otherwise the ship won\u2019t move forward\u201d, says Helmut Prieschenk with a smile. The physical platform therefore remains a prerequisite. It must operate reliably, sustainably, and with consistently high performance. However, on its own, it is no longer a differentiating factor. Today, customers expect reliable machine operation and leverage their system environment to enable faster, more intelligent, and more cost-efficient performance at an enterprise level.<\/p>\n

This also includes forecasting capabilities. Once store orders, delivery patterns, storage capacities, and network data are integrated, OPN moves beyond the current state. Historical trends, seasonal peaks, promotional patterns, and regional variations are analysed as time series and transferred into predictive control logic.<\/p>\n

Pilot customers are leading the way<\/strong><\/h3>\n

Companies in Australia, Europe, and North America are already embarking on this path. \u201cIn these regions, pilot customers are eager to identify potential quickly and determine which levers to prioritise,\u201d says Karl H\u00f6gen.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n\t\t\t\t\t\tContact the Witron experts now\t\t\t\t\t<\/h2>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t
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Would you like to further strengthen the efficiency and future readiness of your supply chain?<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\n\t\t\t\t\t\tClick here!\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

With the Order Picking Network (OPN), Witron is redefining logistics. The focus is no longer solely on automation performance, but on the overall value created through the interaction across warehouse, transport, store and enterprise levels. <\/p>\n","protected":false},"author":73,"featured_media":26618,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[1786,35],"tags":[125],"class_list":["post-26635","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertorial-en-3","category-reports-en","tag-witron-en"],"yoast_head":"\nGuest Feature: Order Picking Network \u2013 a paradigm shift in supply chain optimisation<\/title>\n<meta name=\"description\" content=\"With the Order Picking Network (OPN), Witron is redefining logistics. 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