This failure to understand customer service limitations can have potentially serious negative effects, according to Jupiter analysts. The researchers found that one third of all US online consumers who ordered out-of-stock merchandise were not notified of a delivery date, despite potential imposed fines for failure to notify consumers of merchandise delivery dates. In the face of this, David Daniels, Analyst at Jupiter Research, suggests that "High consumer expectations combined with competitive and marketplace pressures means online retailers need to take customer service more seriously than ever. Online retailers must think beyond the experimental phase, and learn from previous mistakes. This is truly the Darwinian year for commerce sites." In order to turn the situation round, Jupiter’s advice is for e-merchants to understand and communicate potential limitations to customers early on. They should look to maximise all their available measures in order to plan ahead, communicate issues internally and to make necessary adjustments.