Supply Chain Now13 Aug 2025

Fulfillment Potential: The Strategic Impact of Robotics in 3PL Operations

In this episode of Supply Chain Now, Scott Luton sits down with Bryan Wright, CTO and COO at G10 Fulfillment, and Cody Upp, Head of Marketing, Sales and Solutions at Zebra Robotics Automation, to explore how next-generation automation is reshaping third-party logistics.

Bryan shares G10's journey to finding the right automation partner to boost labor efficiency, accuracy, and growth while maintaining cost control and training flexibility. Cody explains Zebra's modular AMR (autonomous mobile robot) system—designed with operators in mind—that reduces variable cost per unit, maximizes utilization, and supports multiple workflows from picking to replenishment. Together, they break down why decoupling carts from robots isn’t just innovative, it’s transformative.

Jump into the conversation:

(00:00) Intro

(01:54) Meet Bryan and Cody

(04:36) Diving into G10 Fulfillment and Zebra Robotics

(07:46) Operational challenges and automation solutions

(12:23) The power of detaching carts from robots

(21:49) Future prospects and continuous improvement

(25:41) Commitment to success and incentive structures

(26:27) Continuous improvement and utilization goals

(27:30) Entrepreneurial mindset at Zebra

(28:28) Strategic differentiation with technology

(31:30) Client feedback and future roadmap

(35:13) The role of automation in the future

(40:10) Advice for 3PL executives

Resources:

Connect with Cody Upp: https://www.linkedin.com/in/cody-upp/
Connect with Bryan Wright: https://www.linkedin.com/in/bryan-wright-7622499/
Learn more about Zebra Technologies: https://www.zebra.com/
Learn more about G10 Fulfillment: https://g10fulfillment.com/
Check out Zebra Order Fulfillment Solutions: https://www.zebra.com/fulfillment
Check out Automation: Your Strategic Advantage: https://bit.ly/4fdKrA6
Check out Zebra on The New Warehouse Podcast: https://bit.ly/4lOofPf
Connect with Scott Luton: https://www.linkedin.com/in/scottwindonluton/
Learn more about Supply Chain Now: https://supplychainnow.com
Watch and listen to more Supply Chain Now episodes here: https://supplychainnow.com/program/supply-chain-now
Subscribe to Supply Chain Now on your favorite platform: https://supplychainnow.com/join
Work with us! Download Supply Chain Now’s NEW Media Kit: https://bit.ly/3XH6OVk
WEBINAR- From Framework to Action: Decision Automation in the Agentic Supply Chain: https://bit.ly/4nKlkJ6
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WEBINAR- Tomorrow’s Factory is Already Here: https://bit.ly/45QMGqo
WEBINAR- Mastering Data in the AI Explosion Age - Managing the Fuel That Powers Innovation: https://bit.ly/4ogPN1k

This episode was hosted by Scott Luton and produced by Trisha Cordes, Joshua Miranda, and Amanda Luton. For additional information, please visit our dedicated show page at: https://supplychainnow.com/fulfillment-potential-strategic-impact-robotics-3pl-operations-1467

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