From Configurator to Digital Twin: A Single Digital Journey in Automation

Selling and operating complex automation systems has always been a challenge. Whether it's AS/RS, AGVs, shuttles, conveyors, or other robotic solutions, customers want proof a system will perform in their environment—and operators want it running at peak efficiency. Traditionally these were two separate worlds: configurators for sales/design and digital twins for monitoring/optimization. In reality, they're two stages of the same digital journey.

Step 1: The Configurator (Pre-Sales & Design)

Configurators and simulators are how sales and engineering move fast before a system exists. They help teams:

• Visualize layouts for customers in minutes (interactive sales tool)
• Compare scenarios and calculate throughput/ROI (true cost & ROI of configurators)
• Differentiate proposals with compelling, visual presentations (gamification & co-creation)

The result: faster sales cycles and more confident customers. See how this changes warehouse and factory work in our design & sales overview.

Step 2: Shared Digital Assets

Here's the critical point: the digital work done during sales doesn't get thrown away after the deal is won. It becomes the foundation of a digital twin. Think of it as digital continuity:

• The 3D models and layout constraints
• The system logic and rules
• The performance assumptions and KPIs

These assets evolve instead of being recreated later. This is also how producers empower channel partners at scale: the same assets enable partner self-service with consistent technical accuracy.

Step 3: The Digital Twin (Operations & Optimization)

Once the system is installed, the digital twin takes over. Powered by real sensor data and control feedback, it becomes a living mirror of the warehouse (digital twin technology).

• Monitor live status and performance
• Optimize workflows virtually before changing reality
• Predict maintenance before breakdowns occur
• Train staff safely in a virtual environment

What started as a sales tool becomes a strategic operational asset.

The Lifecycle Bridge

This bridge ensures value is created not only before a system is built, but throughout its operational life:

• Sales & Engineering: Faster design, stronger proposals (beyond simple configuration)
• Operations & Maintenance: Continuous monitoring, optimization, predictive insights

Why This Matters for Producers and Integrators

Producers (OEMs) can position configurators as both a sales accelerator and a future-proof step toward digital twins—demonstrating long-term value rather than one-off demos.

Integrators can differentiate bids with continuity: “What we show you today becomes the digital twin of your system tomorrow.” For AS/RS, shuttles, conveyors, AGVs/AMRs, this continuity de-risks delivery (ASRS planning with 3D configurators).

Conclusion

The real innovation isn't choosing between configurators and digital twins—it's realizing they're part of a single continuum. Configurator → Digital Twin is a strategy to win faster, operate smarter, and create digital assets that keep paying off long after the sale is closed. Explore hands-on in our interactive demo or talk to our team.