The on-site field experiments were run at a large lingerie retailer’s web shop. The lingerie shop
formula, operated in the Netherlands by an e-commerce fulfilment partner, focuses on being personal,
service oriented and stocking high quality lingerie products with a decent price/quality balance. The
web shop was launched after three months of developing in February 2012. At the time of the
experiment nearly 500 products with over 4000 SKU’s (different sizes and colours) of three brands
were sold online, whilst the web shop processed over 130.000 unique visitors each month.