Executive Summary
Top Operator (TOP), a national 3PL with 7 locations, partnered with High-Volume Brand (HVB) to optimize fulfillment for a rapidly scaling product line. By implementing ShipHero’s Direct Pack-to-Light technology, the operator proved that a single warehouse station can handle massive volume. The result was a sustained average of 253 items per hour and a peak throughput of 555 items per hour, allowing the 3PL to centralize inventory and manage 1.1 million projected annual orders without bottlenecks.
The Challenge: Managing Steady, High-Volume Growth
HVB did not face an overnight crisis, but rather the compounding pressure of sustained success. Their order volume nearly doubled in two years, creating a complex logistical hurdle:
- 2023: 602,000 Orders
- 2024: 970,000 Orders
- 2025: 1.4 Million Orders
As the brand grew, TOP faced a choice: continue fracturing inventory across multiple warehouses to handle the load, or find a technology that could process the entire volume from a single hub.
The Strategic Pivot: Centralization via Automation
In previous years, the 3PL attempted to manage peaks by splitting inventory among different warehouses. According to the 3PL’s Key Accounts Director, this was “not a good idea,” as it added complexity and reduced efficiency.
To solve this, TOP deployed ShipHero’s Direct Pack-to-Light. This system uses visual cues to automate decision-making at the packing station, allowing a single facility to handle the throughput that previously required a multi-node network.
“Pack-to-Light was undoubtedly a game changer; it allowed us to handle the entire projected peak volume from a single facility, whereas in previous years, we had tried splitting the inventory among different warehouses. This client’s order profile and product mix are a perfect fit for this flow.”
— Key Accounts Director, Top Operator (TOP)
The Solution: Direct Pack-to-Light Automation
To achieve this level of centralization and speed, the 3PL utilized a dual-feature strategy. The concept of “Direct Pack-to-Light” combines two distinct ShipHero capabilities into a unified, high-velocity workflow:
- Direct Pack Station: A setup where the packer completes an entire order—scanning, packaging, and labeling—at one station. This eliminates the travel time between picking and packing areas, streamlining the fulfillment lifecycle into a single touchpoint.
- Pack-to-Light Technology: A visual guidance system using LED light modules on bins or carts to direct the packer to the correct items. This eliminates guesswork by illuminating the exact product location, ensuring the packer never has to search or read complex screen instructions during the picking process.
See more information at ShipHero’s Pack-to-Light feature page.
By combining the structural efficiency of the Direct Pack Station with the visual speed of Pack-to-Light Technology, the operator removed cognitive load from the packers, allowing for “follow-the-light” simplicity even with complex orders.
The Results: Verified Throughput Data
TOP relied on this combined technology to successfully meet the brand’s throughput needs. To ensure the case study relied on accurate production capabilities rather than theoretical estimates, the operations team analyzed performance using “5-minute active blocks” to filter out idle time.
The Benchmark: Before vs. After
The warehouse shattered its previous manual baselines established during the 2023 peak season:
| Metric |
Manual Baseline (2023) |
Direct Pack-to-Light Results |
Improvement |
| Average Order Speed |
47 orders/hr |
56 orders/hr |
+19% Efficiency |
| Peak Order Speed |
N/A (Standard Avg) |
142 orders/hr |
3x Surge Capacity |
| Item Throughput |
N/A |
555 items/hr (Peak) |
High-Velocity Flow |
| Sustained Item Speed |
N/A |
253 items/hr (Avg) |
Consistent Output |
The Impact on “Massive Orders”
The data highlights that the system maintained high velocity even when handling “massive orders”. Typically, large orders with high line counts create bottlenecks at the label printer, but the Pack-to-Light workflow mitigated this, allowing for continuous flow even during complex packing scenarios.
Beyond Speed: Strategic & Operational Gains
While speed is the primary metric, the 3PL’s leadership identified two critical indirect benefits that brought immense value to the business structure:
- Simplified Inventory Planning: In logistics, managing the right inventory volume to meet demand is a major challenge requiring precise forecasting. By using Direct Pack-to-Light to handle all volume in one place, the brand removed the variable of “multi-node splitting” from the equation. This simplified demand planning, reduced the complexity of allocation, and lowered the costs associated with fracturing inventory across locations.
- Optimized Replenishment: The efficiency gains extended beyond the pack station. The operator noted that on-site inventory movements related to replenishment tasks were positively impacted. As the pack stations became more predictable and efficient, the flow of goods for replenishment became smoother and more synchronized.
Why This Matters for Scaling Brands
For HVB, the partnership with TOP provided stability during critical growth phases. As noted by the Key Accounts Director, the brand has “found a solid partner... one that covers the market effectively by providing great shipping service.”
By moving from manual processing to Direct Pack-to-Light, the 3PL successfully maintained system integration and on-time accuracy for a volume of 1.1 million orders, proving that the right tech stack allows brands to scale without fracturing their inventory operations.
Frequently Asked Questions
What was the peak throughput achieved with Direct Pack-to-Light?
The peak velocity verified during the case study was 555 items per hour per station. This was achieved by Top Operator (TOP) using ShipHero’s technology, which also sustained a verified average of 253 items per hour during active fulfillment blocks.
What was the order accuracy rate?
The system maintained an order accuracy rate of 99.9% during active fulfillment blocks. By using Pack-to-Light visual guidance, the operator eliminated the guesswork associated with manual picking, ensuring that high-velocity output did not compromise quality.
Does Direct Pack-to-Light require specialized robotics or automation?
No. ShipHero describes this as “attainable automation.” It does not require complex robotics, programming, or conveyors. Instead, it utilizes flexible LED light modules on standard carts or bins to provide visual guidance, making it a cost-effective alternative to full-scale warehouse automation.
How does the system handle massive or complex orders?
The system excels with high line-count orders. In the case study, the 3PL used the technology to process “massive orders” that typically caused bottlenecks at the label printer. By guiding the packer line-by-line with lights, the system ensures that complex, multi-item bundles are packed as quickly and accurately as single-item orders.
Can Direct Pack-to-Light handle high-volume scaling?
Yes. The system allowed the 3PL to consolidate inventory into a single facility to handle a projected 1.1 million orders in 2025. Direct Pack-to-Light successfully managed peak surges of 142 orders per hour per station, allowing the brand to double its volume over two years without bottlenecks.
Is it difficult to train new warehouse staff on Direct Pack-to-Light?
Training is minimal. Because the system uses a simple “follow-the-light” logic, new hires do not need to memorize product locations or decipher complex picking lists. This allows operations to onboard seasonal staff instantly and maintain high velocity from day one.
How much faster is Direct Pack-to-Light compared to manual packing?
In this case study, the 3PL improved their average order processing speed by 19% (from 47 to 56 orders/hour) and unlocked a 3x surge capacity, reaching a verified peak of 142 orders per hour compared to the manual baseline.
Disclaimer:The companies featured in this case study requested anonymity for competitive reasons. “Top Operator (TOP)” and “High-Volume Brand (HVB)” are placeholders used to represent the parties involved; however, all throughput metrics and operational results presented are factual and verified based on actual warehouse performance data.
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