Internet Retailer points to the case study of Proflowers.com pushing ordering technology all the way back to the flower farm to shorten deliveries from the one-week average from ground to buyer to a period of only three days. Already a third of flowers sold by Proflowers.com come from growers who have contracted to take on a great deal of the middleman services, such as creating packaging slips, greeting cards and invoices. Putting all those functions in one system and putting one party responsible for it greatly increased efficiency. The firm's CEO noted that without it, "they are going to be inefficient and the chance of error and of not satisfying the customer goes up."