Definition
Take advantage of the customer traffic in an existing store (brick and mortar or online) to stick an artefact of your idea (it could be a one-off, even an empty box) on the shelves to see if people would buy it.
Example
With a used employee shirt bought on eBay to look like an IKEA worker, Upwell Labs’ founder sneaked in a few prototypes of his new product into an IKEA store and put them on display to see if people would buy them. They did! He proved that his new product would sell in a store … without owning a store.
Resources
Exponentially Platform: helps you work out which ideas you should invest in, by tracking your experiments and using data to tell you what will work.