Simco Logistics Boosts Direct Store Delivery With Voice-Directed Warehouse Optimization

Simco Logistics is a family-owned distributor of Jack & Jill ice cream and other frozen snacks and foods, beverages, and deli products serving convenience stores, drug stores and other retailers, foodservice customers, and independent grocers. As a Direct Store Delivery company (DSD), delivery is core to Simco’s mission and success.

Simco’s leadership team wanted to improve accuracy and efficiency in their picking and loading processes by moving to an intelligent, voice-directed system. They also wanted to better organize products to make direct store delivery delivery easier and more efficient for drivers.

After evaluating a variety of warehouse software providers, the Simco team selected Lucas Systems based on software capability and flexibility, ease of use, integration with Oracle, and other factors.

"We wanted to increase accuracy, streamline the process, and eliminate the paper."
Ken Schwartz, CEO

Accuracy and Efficiency Gains for Workers, Supervisors, and Delivery Drivers

60% Reduction in Picking Errors

1,000 Reams of Paper Saved per Year

15% Increase in Productivity

Zero Loading Errors Made With Lucas

Picking, Loading and Direct Store Delivery Challenges

Prior to 2019, picking and loading processes were directed by paper using printed rack sheets from their Oracle ERP system. The paper-based processes created challenges for pickers, managers and delivery drivers. 

Managers had to print, sort and distribute over 2,000 sheets of paper per day, taking them away from managing work on the warehouse floor. Racks or pallets were also occasionally mis-loaded, costing Simco time and money to rush deliveries and manage returns.

Paper Management

Supervisors spent the majority of their time managing paper.

Picking Accuracy

Picking accuracy was less than 99 percent.

Shipping Errors

Incorrectly loaded trailers caused rework and rush deliveries.

Inefficient Batching

Inefficient order groupings created challenges for direct store delivery drivers.

Creating an Intelligent Picking, Loading and Delivery
Process With Jennifer™ Voice

Waveless Order Release

Intelligent Work Orchestration →

Jennifer – the voice and intelligence of the Lucas software - organizes, optimizes and directs the work on the warehouse floor.

Voice-Directed Truck Loading →

Jennifer verifies correct placement of racks and pallets onto trucks and also creates a trailer map to aid the delivery drivers in their deliveries.

Mobile Applications

Easy-to-Use Mobile Applications →

Workers were equipped with multi-modal mobile applications on android devices to maximize efficiency with voice, scanning and visual prompts.


Voice-Directed Picking →

Jennifer tells pickers what location to pick from, how many to grab, and in which rack location to place the items.

Batch Optimization

Intelligent Order Batching

Jennifer creates more efficient groupings of orders on racks, and subdivides the racks into locations so that items for a given order could be grouped together.

Management Console

Management Dashboards

The Lucas solution also included a management console that gives supervisors real-time insight on productivity, workflow, exceptions, and other operational data.

"Having the supervisors out on the floor has led to overall better performance in the warehouse, and the dashboards show supervisors and workers how many pieces each person is picking per hour. Now everybody knows they need to do the same amount. Those are huge benefits for us. The dashboards are incredible.”
Scott Van de Rign, Director of Warehousing and Logistics

Read More Lucas Success Stories

Apex Tool Group

Apex Tool Group

Learn how we enabled Apex to operate with 10% fewer man hours.

Rotary Corporation

Learn how Rotary was able to achieve 99.99% same-day shipping.

Pet Supermarket

Learn how Pet Supermarket increased throughput 33%.

Lucas Insights: Achieve Your AI Potential

Read about the latest Lucas Insights on AI In The Warehouse, based on an independent market survey of 350 companies in the US and UK.