Schwan’s Home Delivery has rebranded and is now known as Yelloh. With the change in its name, the company has decided to additionally focus on optimisation of delivery time and personalisation of recommendations. In a bid to become a more modern retailer, three of its Chicago delivery hubs have been converted into Innovation Labs where different technologies are experimented with before sending them out in the world. During a 2021 AWS pilot, different solutions were tested with the customers using a two-way messaging service. This service alerts the people when Schwan is in the neighbourhood, escalating business. The new developments have created better recommendations based on customers’ previous shopping and now drivers receive precision routing, making it all easier. More than 75% of people have opted into these new services.