Case Study: How Selery Fulfillment Turned Pack-Station Cameras Into a Productivity Engine

Key Results Achieved with Rabot

• [X]% reduction in average pack time per order
• [X] stations deployed, with expansion to 80+ planned
• Self-serve video access for every client — used as a sales differentiator to win new business
• Dedicated data analyst hired to mine Rabot data for continuous operational improvement

About Selery Fulfillment

Selery Fulfillment is one of the Top 100 3PLs in the U.S. (Fulfill.com, 2026) and ranked among the Top 11 Best 3PLs in Texas. With facilities in Dallas/Carrollton, TX and Salt Lake City, UT, Selery operates 85+ workstations serving a diverse portfolio of brands across food & beverage, nutraceuticals, and lifestyle products.

Selery runs on ShipHero and has built its reputation on value-add services that set it apart from other 3PLs — from climate-controlled storage to white-glove packouts for boutique brands.

The Challenge: Clients Were Asking, and Selery Didn’t Have an Answer

For over a year, Selery’s clients had been requesting video proof of packouts. When a customer claimed a missing item, Selery had no way to verify what went in the box. They scanned every pick and every shipment, but as COO Rory Bachman put it:

“We scan pick and we scan ship it. But whether they dropped it in the box, we won’t know till somebody calls. There’s the reality.”

— Rory Bachman, COO, Selery Fulfillment

The pain was real and growing:

• No visual verification — disputes came down to word of mouth
• New business at stake — a jewelry client made pack-station cameras a condition of moving in
• No operational visibility — the WMS showed macro metrics like daily order volumes, but what was actually happening at the pack station was a mystery

Rory had seen what was possible. At a ShipHero conference, the CEO demonstrated 40-second pack times for small orders. Most attendees were averaging 55 seconds to 2 minutes. Rory wanted to get there — but first, he needed to see what was happening on his floor.

Enter Rabot: Simple Setup, Immediate Visibility

Selery started with a 30-day pilot on a single pack station in Dallas, running two brands: a jewelry line and a skincare brand.

The setup was straightforward:

• ShipHero integration — packer scans a tote, the recording starts automatically
• Client portal — brands get self-serve video lookup by order number
• Analytics dashboards — pack time, cost per unit, and daily trends visible from day one
• No IT overhaul — cameras connect to existing pack stations with minimal disruption

Within the first week, Rory was spending 90+ minutes a day reviewing pack videos. Not because he had to — because the data was that useful.

The Unexpected Discovery: A Productivity Engine

Selery bought Rabot for client-facing video proof. What Rory found was something bigger.

“We got this because our customer is asking for photo proof. But the reality is I’m seeing now more potential on this.”

— Rory Bachman, COO, Selery Fulfillment

By watching pack videos, Rory identified process waste that had been invisible:

• Packers were using a scale for items that didn’t need weighing — the video showed them placing items on the scale, entering the weight, then placing them in the box. For items under an ounce, this was pure waste.
• A laptop was sitting on the pack station — packers were reaching around it on every order. The video made the unnecessary movement obvious.
• Idle time was hidden — without cameras, there was no way to know when a station was producing and when it wasn’t.

Rory set a target: 40 seconds per order for small shipments. His team hit it.

“If I get it from two minutes to 40 seconds — well, I’ve just gone to a [X]% increase in productivity.”

— Rory Bachman, COO, Selery Fulfillment

The approach wasn’t about surveillance. It was about working smarter:

“I’m not here to bust people. I’m here to help us all work smarter.”

— Rory Bachman, COO, Selery Fulfillment

Claims Protection: “It Saves Our Butt a Lot”

While Rory was uncovering productivity gains, the original use case — video proof for clients — was delivering results of its own.

Eva Hernandez from Selery’s operations team describes a turning point:

“There’s a specific client that we do wholesales for their stores. They claimed that we didn’t pack up about 60 or 70 bracelets. We pulled up the footage, and you can see the packers scanning every single item into the boxes as we’re taping them up. So we showed them the footage. They went back to their customer and showed the footage, and they miraculously were found.”

— Eva Hernandez, Selery Fulfillment

Every client at Selery now has the option to look up any order by number and watch the pack video themselves. The reception has been overwhelmingly positive:

“Customers are finding this very valuable. They’re able to go back in that footage and take screenshots of each item in the video and show it to their customer that it was placed in the box. It saves our butt a lot.”

— Eva Hernandez, Selery Fulfillment

Beyond customer claims, Selery uses video evidence for carrier disputes — proving that packages were properly packed before handoff to the carrier.

A New Revenue Stream

What started as a cost center became a profit center. Selery charges clients for video access at each station, turning Rabot into a value-added service that generates revenue.

Tracy Patterson, Sales Manager, was pitching it to prospects from day one:

“I think it’s a good little insurance feature that I can promote to some clients that also might set us apart from other 3PLs.”

— Tracy Patterson, Sales Manager, Selery Fulfillment

The impact on sales is concrete: at least one client moved to Selery specifically because of the cameras. For Selery, Rabot isn’t just an operational tool — it’s a competitive differentiator that pays for itself.

What’s Next: From [X] Stations to 80+

Selery recently hired Silvia Herrera as a dedicated data analyst, with a specific mandate: use Rabot’s data to drive continuous improvement across the operation.

“Silvia is charged with moving our production from good to great.”

— Rory Bachman, COO, Selery Fulfillment

The expansion plan is clear. Selery currently has [X] stations on Rabot, with 80+ workstations in Dallas alone waiting to come online:

“Once I can see improved performance and demonstrated labor savings, my goal is to expand Rabot usage within the company. In Dallas, we have eighty work stations or more that are not on Rabot cameras.”

— Rory Bachman, COO, Selery Fulfillment

Salt Lake City is next. Selery is building the data-driven case for a full rollout — and the numbers are already telling the story.

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About Selery Fulfillment

Selery Fulfillment is a Top 100 3PL based in Dallas/Carrollton, TX with a second facility in Salt Lake City, UT. Operating 85+ workstations on ShipHero, Selery serves a diverse portfolio of food & beverage, nutraceuticals, and lifestyle brands with value-added fulfillment services.

About Rabot

Rabot provides Vision AI solutions for fulfillment centers, delivering complete visibility into packing operations through pack-station cameras, automated order verification, and real-time analytics.