Making servers crash might be a marketing tool but hype commerce startup EQL just got $25 mil to fix the problem

Say bye to websites crashing during an in-demand drop, because EQL has your back.

What's the key learning?

Drop culture is a new marketing tactic which embraces product scarcity to drive sales.
Remember when Kanye's Yeezy 350s sold out in 12 minutes? That's peak drop culture.

👉 Background: When celebs like Kanye or the Biebs drop a new product (like Yeezys or Crocs), people go bonkers. Often, website servers can't handle the chaos, so they crash.

👉 What happened: Melbourne hype commerce startup EQL helps retailers manage the hype of the drop by making sure their websites withstand the surge in demand.

👉 What else: EQL just copped a cheeky $25 million from its latest investment round led by Insight Partners (who also invested in Shopify and Calm).

🔔 What's the key learning?

💡 Drop culture is a marketing tactic that uses product scarcity to drive sales.

💡 Brands 'drop' a limited number of products, building hype with that gotta-have-it factor. And then the products sell out almost instantly. Remember when Kanye's Yeezy 350s sold out in 12 minutes?

💡 The software infrastructure of some retailers just can't handle the heat (aka, they crash). This ain't great for customers. But EQL - backed by some fresh cash - is here to keep them in the kitchen.

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Making servers crash might be a marketing tool but hype commerce startup EQL just got $25 mil to fix the problem

What's the key learning?

🔔 What's the key learning?

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