In the 1971 movie, “Willy Wonka and the Chocolate Factory,” Veruca Salt, the fictional spoiled brat who demands everything, sings: “I want the works, I want the whole works … And now, don’t care how, I want it now.” Similarly, due to the COVID-19 pandemic, demand for online delivery orders increased, forcing many businesses to turn to digital marketing and order fulfillment strategies. Convenience and quick turnaround times became more important, and merchants had to find ways to fulfill the online orders or face the potential loss of revenue as consumers “want the whole works” and “don't care how.”
Additionally, manufacturers and retailers supplying perishables or items that were traditionally purchased in-store have been forced to manage online sales and find ways to deliver items efficiently to protect freshness, says David Jackson, eCommerce consultant associate for Chicago-based Information Resources Inc. (IRI).