Watching videos of the step-stool-shaped orange bots race around the warehouse floor, it’s easy to see that they are faster and more efficient than humans trying to do the same job. By realizing that making the shelves come to the pickers instead of the pickers go to the shelves, Kiva made it possible to deploy relatively simple robots to automate a big part of pick-and-pack operations. The actual packing of products into boxes is still done by hand, but specific products are pointed to by a computer using a small laser, so the human packer is unlikely to make a mistake. Big data crunching going on in the background makes the system even more efficient than a traditional warehouse. The robots are guided to shelves that are nearest them, and frequently-used shelves are put back near the packing station. Since that process is dynamic, the warehouse reconfigures itself based on seasonal demand. For example, before the Christmas rush, toys and ornaments will be stored near the packing station, while in the summer it might be sports and camping equipment.