This supermarket chain, known for its lowest price guarantee and the corresponding stripped-down store design, often uses free sampling trays to introduce and promote new products. Philips replicated one of these trays and installed it on a shelf in the store. He filled the sampling tray with a bag of chips he bought at the store. The intervention caused a new dynamic: for a couple of hours the staff continued to refill the tray creating an extra loop in the circular customer-store relationship.