SHAPING RETAIL AUTOMATION
James Palmer on Driving the Future of Grocery Innovation at StrongPoint
As Vice President of Automation, Robotics & Professional Services at StrongPoint, James Palmer FCILT brings over two decades of experience spanning Asda, PepsiCo, Ocado, GXO, and Fortna. A Fellow of the Chartered Institute of Logistics & Transport, he has been at the forefront of automation in retail and logistics, leading teams that have transformed how grocery operations are designed and delivered.
At StrongPoint, Palmer oversees automation and robotics strategy across Europe, helping retailers streamline fulfilment, improve efficiency, and enhance customer experience. Under his leadership, the company delivered the world’s first multi-temperature AutoStore, integrating ambient, chilled, and frozen zones, a milestone that earned two Retail Technology Innovation Hub Awards in 2024.
In this interview, Palmer shares his vision for the next decade of grocery automation, from modular robotics and AI-driven orchestration to in-store automation and dense hubs, revealing how StrongPoint is redefining the future of grocery retail.
Professional Journey
Can you tell us how your career developed, and what factors or experiences led you to your current role at StrongPoint, particularly overseeing automation, robotics, and professional services?
My career has been a journey through the worlds of retail, manufacturing, and automation, each stage shaping how I view efficiency, technology, and customer experience. After graduating from the University of Glasgow, I began at Asda as a Front Line Manager, where I learned the importance of logistics, teamwork, and operational precision in grocery retail.
I later joined PepsiCo as a Manufacturing Manager, gaining firsthand experience in process optimisation and automation within a high-volume production environment. That exposure sparked a long-term fascination with technology’s ability to enhance consistency and performance.
A defining chapter was my time at Ocado, where I eventually became Head of Automation Engineering Programme Management. Working at the forefront of warehouse robotics and automation gave me a deep understanding of how data, software, and machines can transform grocery fulfilment.
From there, I expanded into broader logistics and consulting, designing automation solutions at GXO Logistics, founding my own consultancy, and later serving as Operations, Planning & Delivery Director at Fortna, overseeing complex automation projects for major clients.
When I joined StrongPoint in 2021, it felt like a natural next step. Having worked across every level of the supply chain, from store floors to large-scale fulfilment, I now lead Automation, Robotics & Professional Services, helping retailers harness innovation to stay competitive in a rapidly evolving market.
Vision for Automation in Grocery Retail
StrongPoint has moved heavily into automation in grocery and e-commerce. How do you see the role of robotics and automation evolving in grocery retail over the next 5–10 years, and where is StrongPoint aiming to make its biggest impact?
The next decade will see automation become as fundamental to grocery retail as barcodes or refrigeration. Robotics, AI, and automated fulfilment will no longer be optional, they’ll be essential to staying competitive. At StrongPoint, our goal is to democratise automation, making advanced solutions accessible not just to global chains but also to regional grocers and independent retailers.
We’re focused on creating modular, scalable systems that deliver real ROI. From the world’s first multi-temperature AutoStore to in-store robotics and smart lockers, we’re helping retailers achieve faster, more accurate, and more profitable fulfilment within compact, efficient spaces. Several factors are driving this shift: labour shortages, rising costs, and surging e-commerce demand. Customers now expect orders in hours, not days, and manual processes can’t keep pace. Automation enables rapid order processing, minimal errors, and near-zero shrinkage. One retailer we partnered with reduced fulfilment times from four hours to under 30 minutes, and in some cases, to just two.
The technology itself has matured. Robots are no longer futuristic experiments but proven, reliable tools. With the emergence of flexible commercial models such as Robots-as-a-Service, grocers can now deploy automation with far lower upfront investment and risk. Looking ahead, we see major growth in compact fulfilment and in-store automation. Compact, robotic systems that handle ambient, chilled, and frozen goods are becoming the new standard for urban grocery fulfilment, allowing retailers to serve customers faster and more sustainably. In stores, automation will increasingly handle shelf replenishment, stock checks, and backroom logistics, freeing employees to focus on service and experience.
At StrongPoint, we’re integrating robotics, AI, and software into a cohesive ecosystem that augments human work rather than replaces it. Our vision is clear: to make grocery automation practical, scalable, and accessible for retailers of every size, delivering efficiency for businesses, better jobs for staff, and faster, smarter service for shoppers.
Core Partner Strategy
StrongPoint has formed a number of key technology partnerships, AutoStore, Blue Yonder with ModernLogic, Coalescent Mobile Robotics, 1X Robotics, Nomagic, VersaTile Automation by Tharsus, AutoStore, and Breathe Technologies among others. How do you choose and manage these partnerships, and what are the biggest challenges and benefits of integrating technologies from multiple partners into coherent automation solutions?
Partnerships are at the heart of StrongPoint’s automation strategy. We don’t just collect vendors; we build ecosystems. Our goal is to partner for excellence and integrate for coherence, combining worldclass technologies into seamless, customer-ready solutions.
We carefully select partners based on five core criteria: proven performance in live grocery environments, scalability, openness to integration, operational relevance, and cultural fit. Each technology must solve real pain points, improving picking speed, reducing labour, or optimising energy and space efficiency. Equally, the technology must be modular and open, allowing us to tailor deployments for retailers of all sizes, from regional chains to large multinationals.
Integration is where the real challenge lies. Grocery is a tough environment with temperature zones, variable stock types, and high service demands. Our in-house orchestration and middleware teams ensure interoperability across robotics, automation, and software platforms. We run pilots, define joint KPIs, and work side by side with partners to fine-tune performance before full deployment. It’s a collaborative process built on transparency and shared accountability.
The payoff is enormous. By combining the best technologies, AutoStore for dense storage, Blue Yonder for orchestration, Coalescent for AMRs, Breathe for software optimisation, and Nomagic for AI robotics, we create flexible, best-of-breed systems that outperform monolithic, single-vendor solutions. This approach allows us to accelerate delivery, reduce risk, and continuously innovate without starting from scratch.
Our role at StrongPoint is to make these technologies work as one cohesive solution for retailers. We absorb the complexity, so our customers experience a seamless, high-performing system that delivers tangible ROI. That’s what defines our partner strategy: rigorous selection, deep collaboration, and an unwavering focus on integration excellence.
AutoStore & Pio Relationship
Given StrongPoint’s role as a distributor and integrator for AutoStore, and its extension to Pio, how do you balance offering full-scale automation versus smaller, modular systems?
AutoStore is one of the most transformative technologies I’ve worked with. It allows retailers to unlock hidden capacity, delivering up to four times the storage density within the same footprint while maintaining exceptional uptime and throughput. I’ve seen grocers avoid multimillion-euro expansions simply by retrofitting AutoStore into existing buildings. It truly redefines the economics of grocery fulfilment.
At StrongPoint, our collaboration with AutoStore runs deep, from joint strategy at executive level to co-developing engineering proofs of concept. It’s a partnership built on shared innovation and continuous improvement.
Pio extends that innovation to a broader audience. It takes the DNA of AutoStore, its efficiency, modularity, and compact design, and makes it accessible to smaller retailers or those starting their automation journey. Pio is about democratising automation, giving every retailer, regardless of scale, the ability to benefit from robotics and goods-to-person fulfilment.
The balance comes through right-sizing. Every project begins with a business case—analysing order volumes, SKU ranges, available space, and investment appetite. Sometimes the right solution is a small five-robot Pio grid in a store backroom handling 1,000 orders a day; other times, it’s a tritemperature AutoStore system processing tens of thousands across ambient, chilled, and frozen zones. By offering both ends of the spectrum, we can meet retailers where they are and grow with them as their needs evolve.
Both systems share key benefits: exceptional space efficiency, reliability, and scalability. AutoStore and Pio typically deliver up to four times greater storage capacity, throughput in the thousands of picks per hour, and uptime above 99.7%. They also reduce energy and labour costs, particularly in temperature-controlled environments, while increasing speed and accuracy in order fulfilment.
Ultimately, AutoStore and Pio embody flexibility. Retailers can start small and expand modularly, adding robots, ports, or grid capacity as demand grows, without disruption. That scalability is essential in grocery, where seasonal peaks, promotions, and market changes require operations that are both agile and resilient.
Blue Yonder WMS Partnership
What has been StrongPoint’s experience integrating Blue Yonder’s Warehouse Management System into your automation offerings, especially in terms of compatibility, scalability, and delivering value to customers?
Blue Yonder is the orchestration brain that makes automation truly effective. You can have the best robots in the world, but without intelligent direction and sequencing, you won’t achieve full ROI. That’s where a robust WMS and WES layer comes in, and Blue Yonder has been pivotal to StrongPoint’s integrated automation strategy.
We’ve invested heavily in middleware and integration expertise to ensure Blue Yonder communicates seamlessly with systems such as AutoStore, autonomous mobile robots, conveyors, and even instore robotics. In one project, a multi-temperature AutoStore deployment, Blue Yonder orchestrated goods across ambient, chilled, and frozen zones, optimising throughput, energy use, and temperature compliance. Without that orchestration layer, the solution would have required multiple disconnected systems, which simply doesn’t work in grocery operations.
What sets Blue Yonder apart is its scalability and adaptability. We’ve deployed it successfully in both compact urban fulfilment centres processing around 1,000 orders a day and regional hubs handling more than 50,000 order lines. Because grocery operations fluctuate with seasons, promotions, and demand spikes, having a WMS that can re-optimise in real time is invaluable.
From a customer perspective, the benefits are clear. Blue Yonder provides real-time visibility, giving retailers precise insight into stock levels and order status. It reduces errors by ensuring orders are fulfilled accurately and efficiently, and it optimises labour by dynamically balancing human and robotic workloads.
Software is the real force multiplier in automation. Adding more robots increases capacity incrementally, but orchestrating what you already have can multiply throughput dramatically. That’s the power of combining Blue Yonder’s WMS with StrongPoint’s integration expertise, creating intelligent, scalable systems that deliver measurable value to our customers.
Vertical Farming & Automation
Vertical farming is increasingly using robotics, AI, and climate control. Does StrongPoint currently see opportunities in vertical farming, and what is your view on how StrongPoint could collaborate with vertical farms?
Vertical farming is, in many ways, the agricultural twin of grocery automation. Both rely on precision, repeatability, and high reliability in demanding environments. What excites me most is that vertical farming compresses the agricultural supply chain into a tightly controlled, data-rich system, an ideal environment for automation.
The challenges in vertical farming, scaling up production, managing climate control, and coordinating robotic systems for seeding, harvesting, and packaging, mirror those we’ve already solved in grocery automation. The same principles behind our multi-temperature AutoStore deployments, Blue Yonder orchestration, and robotics integration apply directly here.
StrongPoint’s experience positions us to help vertical farms move from pilot-scale experiments to industrialised, commercially viable operations. Our expertise in multi-temperature logistics could support the management of varied environments; our robotics integration capabilities could coordinate mobile robots, robotic arms, and conveyors in compact spaces; and our experience in energy optimisation could help reduce the high power costs that come with vertical farming.
Perhaps the most exciting opportunity lies in orchestration, developing a “control tower” that unifies climate systems, robotics, and logistics into one intelligent platform. While grocery remains our core, vertical farming is a natural extension of what we do. I see real potential for collaboration, not only in technology but also in creating hybrid supply chain models where vertical farms and grocers share data and infrastructure to reduce food miles and deliver fresher produce to consumers.
StrongPoint and OnePointOne share many of the same long term visions: to help reduce food waste and provide sustainable food production globally. In the short term, it is not inconceivable that fresh fruit like strawberries can be grown in year round conditions in harsh winter climates like Norway, Finland and Sweden, that goal should be a shared goal amongst grocers to own their own production and reduce food miles.
OnePointOne / Agritech Collaboration
OnePointOne is pushing advanced vertical farming technology. Has StrongPoint explored, or would it consider, a strategic or technology partnership with companies like OnePointOne?
Companies like OnePointOne are pioneering the next frontier of vertical farming, combining robotics, AI, and climate science to create scalable agritech platforms. While StrongPoint hasn’t yet partnered directly with them, I see enormous potential in aligning their technological innovation with our strengths in integration and operational delivery.
Agritech specialists are brilliant at designing robotic systems for planting, tending, and harvesting, but many face challenges when moving from lab-scale pilots to large-scale, reliable operations. That’s precisely where StrongPoint can add value. Our experience in grocery automation, designing the world’s first tri-temperature AutoStore and orchestrating fleets of AMRs in live retail environments, has taught us how to engineer reliability, resilience, and interoperability into complex ecosystems.
A collaboration with OnePointOne or similar innovators could focus on three key areas. The first is systems integration, ensuring their robotics, AI, and climate systems connect seamlessly with supply chain and distribution platforms for end-to-end efficiency. The second is operational resilience, applying our expertise in demanding environments such as frozen automation zones to guarantee stability and uptime. And the third is commercial scaling, leveraging our retail experience to help agritech solutions align with grocers’ distribution models, food safety standards, and sustainability objectives.
Ultimately, agritech and grocery automation are converging. The same forces, labour shortages, sustainability pressures, and the demand for localised, efficient food production, are shaping both sectors. StrongPoint’s role could be to act as the bridge between these worlds, helping innovators like OnePointOne integrate seamlessly into the retail ecosystem so that vertical farms don’t just produce efficiently but also connect intelligently with how food is sold, delivered, and consumed.
Temperature Zones & Grocery Automation
StrongPoint has led the development of the world’s first AutoStore solution that handles ambient, chilled, and frozen temperature zones. What were the biggest technical, logistical, or design challenges in delivering a system with multiple temperature zones, and how do you address issues like energy use, safety, or reliability in freezing conditions?
Delivering the world’s first multi-temperature AutoStore was one of the most challenging yet rewarding projects of my career. Grocery automation is already complex, but introducing frozen and chilled zones into a robotic grid multiplies the engineering hurdles. The first major challenge was robot performance in extreme cold. Standard AutoStore robots are built for ambient use, but at -25°C, batteries drain faster, lubrication thickens, and sensors can fog or freeze. Working closely with AutoStore’s R&D, we ruggedised the robots, optimising batteries, sealing, and components to perform reliably through repeated freeze, thaw cycles.
Thermal transitions were another obstacle. It’s not as simple as adding a freezer to the grid, the points where bins and robots move between zones create condensation and frost risks. We engineered insulation barriers, airflow systems, and de-icing mechanisms to maintain smooth transfers between temperatures.
Energy efficiency was also critical. Frozen environments are power-hungry, so we implemented smart energy management to reduce door openings, balance robot charging, and minimise heat ingress, cutting energy use by around 30% compared to traditional frozen operations.
Safety and maintenance demanded careful planning. We introduced heated sensors, slip detection systems, and modular components for fast robot swaps, supported by remote diagnostics to limit human exposure to freezing conditions.
The result was a world-first system operating seamlessly across all temperature zones, capable of fulfilling thousands of multi-temperature grocery orders daily. More importantly, it proved that automation can now thrive in environments once considered impossible, setting a new benchmark for grocery fulfilment worldwide.
In-Store Robotics & AMRs
Your partnerships include Coalescent Mobile Robotics and other robotics partners. How do you see these in-store robotics solutions integrating with backend automation in the broader omnichannel grocery retail model?
In-store robotics is the next major unlock for grocery retail. For years, automation has focused on warehouses and fulfilment centres, but the store is where most of the operational cost, complexity, and customer interaction happens. That’s why we’re collaborating with partners such as Coalescent Mobile Robotics and 1X to bring automation directly into the store environment.
Coalescent’s autonomous mobile robots (AMRs) are a great example. They can transport picking trolleys, move goods from the backroom to the sales floor, or carry waste to collection points. In live pilots, we’ve seen these AMRs reduce picker travel time by around 30%, directly improving fulfilment speed and labour efficiency. The key is integration, Coalescent AMRs connect to the same orchestration layer that manages AutoStore, allowing seamless coordination between warehouse and in-store robotics.
We’re also exploring humanoid reshelving robots in partnership with 1X and VusionGroup. Shelf replenishment accounts for roughly 30% of in-store labour hours and is both repetitive and physically demanding. By pairing humanoid robots with electronic shelf labels, replenishment can be automated and optimised. ESLs act as digital guides, directing robots to the correct shelf while simultaneously updating pricing and inventory data in real time.
The bigger picture is about true omnichannel integration. Imagine AutoStore fulfilling an online order in the back of the store, an AMR delivering the tote to the front, and a humanoid robot restocking shelves so that walk-in customers see the same availability reflected online, all orchestrated by Blue Yonder’s WMS in real time. That’s the future: one continuous, automated retail ecosystem where online, in-store, and fulfilment operations work in perfect sync.
For customers, it means faster pickups and fewer out-of-stocks. For retailers, it delivers lower cost-toserve, higher productivity, and greater resilience amid labour shortages. In-store robotics is still in its early phase, but its trajectory is unmistakable, they’re set to become as integral to store operations as self-checkouts are today.
Scaling & ROI Challenges
What are the biggest hurdles StrongPoint faces when scaling automation at both large and small retailers?
Scaling automation is not just a technical challenge, it’s also an economic and organisational one. For large retailers, the main hurdle is integration. Many have legacy systems, complex networks, and existing vendor contracts, which makes deploying automation without service disruption difficult. With the right orchestration layer and phased rollout strategy, however, it’s entirely achievable. My experience at Ocado taught me that integration is often the difference between pilots that stall and automation programmes that truly scale.
For smaller retailers, the challenge is affordability and ROI. Grocery margins are thin, and long payback periods are not viable. That’s why we focus on modular, scalable solutions. A regional grocer might start with a compact Pio grid or a single robotic packer, prove the value within 12–18 months, and then reinvest in further automation. This “start small, scale smart” model is reshaping adoption across the mid-market.
There are also universal hurdles to address. Change management is key, staff must adapt to new ways of working, supported by training and redeployment into higher-value roles. Demand variability means systems must handle both steady-state and seasonal peaks without overinvesting in capacity. Capital discipline is equally important, ensuring every euro invested delivers measurable payback in throughput, accuracy, or resilience.
To put it in perspective, a manual in-store picking operation across six sites might handle 3,000 orders per day. Introduce AutoStore to those same stores, and capacity doubles to 6,000 orders per day, without expanding labour or footprint. The ROI is transformative.
StrongPoint helps retailers overcome these challenges by building detailed business cases, modelling ROI under multiple demand scenarios, and structuring projects to scale modularly. Whether it’s a €50,000 pilot tackling a single bottleneck, a €3 million urban fulfilment centre, or a €30 million national hub, the principles remain the same: prove the ROI, minimise risk, and ensure resilience.
Ultimately, scaling automation isn’t about building the biggest or most complex systems, it’s about aligning technology with business strategy so that every retailer, large or small, can unlock the benefits of automation at a sustainable and scalable pace.
StrongPoint is a retail-technology company headquartered in Norway, providing innovative solutions designed to make stores smarter, shopping experiences smoother, and online grocery operations more efficient. With over 35 years of experience and a presence in more than 25 countries, StrongPoint offers a comprehensive portfolio including self-checkout & cashmanagement systems, electronic shelf labels, e-grocery fulfilment, warehouse automation, click-&-collect lockers, and last-mile delivery support.
Jmaes Palmer VP of Automation, Robotics & Professional Services