Synergy Expands Into UAE

WMS technology innovator Synergy Logistics is expanding its global operations having secured its first customer in the United Arab Emirates (UAE).

Dubai based specialist, Automyze Fulfilment Centre, established in 2017, has onboarded technologically advanced, cloud-based SnapFulfil into its newly expanded 25,000 sq ft warehouse. The initial SaaS contract includes 45 licensed users.

Automyze specialises in start-ups and SME brands positioned for significant growth and currently shifts an average 18,000 units a month. However, with its ambitious target to double this over the next six months, it required a WMS with the flexibility and scalability to adapt and grow with its and its customers’ strategic expansions.

Automyze founder and CEO, Muhammad Manji, said: “We are an ambitious 3PL looking to give our clients scalable fulfilment solutions, whether that be small picks for e-commerce businesses, marketplace fulfilment or larger retail distribution. Consequently, we are excited to implement a Tier 1 WMS that will allow us to expand while maintaining our bespoke services.

“SnapFulfil is a well-established WMS that has been designed by people who understand warehousing logistics and in particular 3PLs. The software’s agility, configurability and capacity to grow with us makes Synergy a good cultural fit as a trusted technology partner.”

The proven flexibility of SnapFulfil’s solution means Automyze will now have accurate and consistent control of inventory and outbound processes, as well as returns, which will help it deliver a first-class service experience for its clients and their customers. The live data functionality will also help maximise performance and cost savings, plus have a tangible impact on strategic growth.

Synergy Logistics’ CEO, Tony Dobson, said: “We are delighted to be working with Automyze, who share our vision for rapid growth and we look forward to helping them meet their ambition in the 3PL sector. The UAE is a dynamic market and one in which we are confident Synergy’s fulfilment tech solutions will prosper.”

A key attraction of SnapFulfil for Automyze was its Application Programme Interface (API) friendly and robust pathway that meets the challenges of B2C and DTC omni-channel fulfilment. However, identifying the solution is just half of the challenge. Delivering it while continuing to satisfy existing customer requirements – without incurring custom coding costs and delays for new clients – is a different matter.

“The fact SnapFulfil is tailored to the specific challenges faced by 3PLs was what set it apart. The self-configurability of the software means that once our teams have been trained, we can manage everything in-house, from new customer onboarding to process changes and flexible billing management,” concluded Muhammad.