Drive up incentivization engine in an order fulfillment system

A system for incentivizing a user to pick up an order at an fulfillment location, the system comprising:

• one or more processors;
• and
• computer memory containing instructions that, when executed by the one or more processors, cause the system to perform operations comprising:
• receiving, by a server system, order information identifying one or more items of a user order of the user for pickup at the fulfillment location;
• determining, by the server system, that one or more operational conditions at the fulfillment location satisfy a threshold condition, the operational conditions including at least one of a storage utilization level, a temperature condition of a perishable item storage system, or a traffic condition associated with a drive-up queue;
• in response to determining that the threshold condition is satisfied, generating incentivization information comprising an incentive associated with a pickup timeframe that mitigates the threshold condition;
• transmitting, to a computing device associated with a user account, a communication comprising the incentivization information and the pickup timeframe;
• receiving, from the computing device, a confirmation indicating that the user selected the pickup timeframe;
• receiving, from the computing device, a location update indicating an arrival time of the computing device at the fulfillment location;
• determining, by the server system, whether the arrival time satisfies the pickup timeframe;
• and
• providing confirmation that the user qualifies for the incentive based on the determining.

One or more non-transitory computer storage media encoded with computer program instructions that when executed by a plurality of computers cause the plurality of computers to perform operations comprising:

• receiving, by a server system, order information identifying one or more items of a user order of the user for pickup at the fulfillment location;
• determining, by the server system, that one or more operational conditions at the fulfillment location satisfy a threshold condition, the operational conditions including at least one of a storage utilization level, a temperature condition of a perishable item storage system, or a traffic condition associated with a drive-up queue;
• in response to determining that the threshold condition is satisfied, generating incentivization information comprising an incentive associated with a pickup timeframe that mitigates the threshold condition;
• transmitting, to a computing device associated with a user account, a communication comprising the incentivization information and the pickup timeframe;
• receiving, from the computing device, a confirmation indicating that the user selected the pickup timeframe;
• receiving, from the computing device, a location update indicating an arrival time of the computing device at the fulfillment location;
• determining, by the server system, whether the arrival time satisfies the pickup timeframe;
• and
• providing confirmation that the user qualifies for the incentive based on the determining.