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571: Discover the Future of Intelligent Supply Chains, with Zebra Technologies

571: Discover the Future of Intelligent Supply Chains, with Zebra Technologies

Oct 26, 2026

The podcast features Wes Coleman, Industry Principal for Warehouse and North American Strategy, and Matthew Fehrenbach, who leads global retail strategy at Zebra Technologies. They detail Zebra's evolution from a barcode pioneer in 1969 to an end-to-end workflow solutions provider, highlighting the pivotal acquisition of Motorola's enterprise business. Coleman and Fehrenbach champion an "augmented workforce" approach, where technology like machine vision and AI empowers frontline workers rather than replacing them. They share Zebra's vision for a future where the supply chain and retail operations merge into a single, seamless, data-driven process, breaking down traditional silos to enhance efficiency and customer experience.

571: Discover the Future of Intelligent Supply Chains, with Zebra Technologies

Today I’m joined by a company that is striving to make work better every day: Zebra Technologies.

Zebra Technologies provides the foundation for intelligent operations with an award-winning portfolio of connected frontline, asset visibility and automation solutions. Organizations globally across retail, manufacturing, transportation, logistics, healthcare, and other industries rely on Zebra to deliver outcomes today while driving innovation for what’s next.

Today Wes Coleman, Industry Principal for Warehouse at Zebra’s North American Strategy Group, and Matthew Fehrenbach, Enterprise Retail Transformation and Strategy Executive, join me to explore what Zebra do, how they’re translating technology into real business impact, the human side of automation, what’s changing across the supply chain, and what businesses need to be thinking about as we look to the future.

 

02:32

An overview of Zebra Technologies today: who they are, what they do, and the challenges they help their customers solve.

We’re working every day to make businesses as smart and connected as the world we live in… Our goal is to give organizations enterprise asset intelligence. In a world of supply chain and retail complexity, we’re helping our customers bridge the gap between high level strategy and daily frontline execution.
04:43

From new product launches to a pivotal acquisition, the key milestones that have shaped Zebra Technologies since its founding in 1969.

06:38

The acquisition of Motorola Solutions’ Enterprise business, what it brought to Zebra, and how it expanded the solutions they could offer customers.

The acquisition instantly doubled our size, and transformed us into an end-to-end workflow solution provider.
07:52

Zebra’s technology in action, and how it fits into customers’ day-to-day workflows.

12:30

How Zebra’s customers approach new technology and automation, balancing enthusiasm for innovation with the practicalities of turning it into tangible results.

Many customers think of things as individual components, like asset tracking with RFID, automating processes with machine vision, or predicting bottlenecks with generative AI. We try to guide them to stop viewing them as separate hardware components and, instead, treat them as an ecosystem.
15:09

From asset tracking and inventory visibility to reduced shrinkage and improved worker engagement, the key outcomes retailers look to achieve with Zebra’s solutions.

Often retailers know they have a problem, they know what the problem is, but they’re ensure what the options are for a solution.
17:16

What asset tracking means for Zebra and its customers, and the value it delivers to their operations.

18:29

An overview of Zebra’s machine vision solutions and how they help customers improve quality, accuracy and operational efficiency.

21:33

The ideal customer profile for Zebra Technologies and the operational challenges its solutions are best placed to tackle.

23:14

Why Zebra champions an ‘augmented workforce’ approach, empowering frontline workers through technology and exploring how humans and automation can work together to improve operational performance.

Up until a few years ago, being replaced was a real concern for workers. But we’ve seen that change. Now workers have great tech in their pocket, in their car, at home. And when they get to the workplace they also have an expectation for excellent technology.
26:28

The evolving landscape of supply chain and frontline operations, the challenges and opportunities shaping the industry, and how customer priorities have shifted over the past five years.

Customers are asking for orchestration and, five years ago, that meant something completely different.
32:07

Looking ahead, Zebra’s vision for the intelligent supply chain and the role it aims to play in helping customers realize that future. “The future of retail supply chain is about removing that dock door – both figuratively and literally.”

Resources & Links Mentioned

  • Head over to Zebra’s website now to find out more and discover how they could help you too. You can also connect with Zebra Technologies and keep up to date with the latest over on LinkedIn, Facebook or YouTube, or you can connect with Wes or Matthew on LinkedIn.
  • Check out our other podcasts HERE.

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