Why does a standard product still need customisation?

Even within a fixed model range, details like gripper type, pallet pattern, and how the system connects to existing conveyors or AMR routes need to match your specific product and site, not a generic configuration.

Where does this happen in the buying process?

It typically follows a free trial or proof-of-concept, once there's a real product and site layout to design around, rather than happening on assumptions before any trial.

What comes after design and customisation?

Once the system is specified, it moves into installation and commissioning on site.