Stanley, renowned for its cult-favorite tumblers and cups, is implementing a new strategy to combat the online chaos and scalpers that have marred its product launches.
The frenzy surrounding Stanley cups has caused disruption at Target stores and even strained relationships among tweens. In an effort to address these issues, Stanley has partnered with the Australia-based commerce platform EQL for the launch of its latest limited-edition tumbler, the Chocolate Gold Quencher.
Priced at $50, the Chocolate Gold Quencher quickly sold out, underscoring the high demand for Stanley’s products. This 40-oz. tumbler, distinguished by its ornate striped box, rich ganache powdercoat finish, and gold accents, has been eagerly anticipated by fans.
To ensure a smoother shopping experience and to get these coveted tumblers into the hands of genuine fans, EQL developed a dedicated webpage for pre-sale sign-ups. Customers could sign up to purchase a maximum of one cup each, and were notified within 24 hours if they had been selected.
Chocolate Gold, different from previous Stanley launches
Stanley emphasized its commitment to preventing bots and resellers from depleting stock meant for its true fans.
“To enhance fairness and ease the pressure of rushing through the checkout process within seconds, our goal is to provide everyone with an equitable opportunity to aquire the Stanley they desire. One of our priorities is to prevent bots and resellers from depleting stock meant for our genuine fans. Therefore, we are partnering with EQL to create a better launch experience”, the company stated. EQL, which has experience working with other major brands like Nike and Crocs on digital and physical drops, meticulously analyzed every entry to ensure authenticity.
Andrew Lipp, cofounder and CEO of EQL, shared with CNN that the company is closely evaluating the success of the Chocolate Gold launch as it considers future collaborations. Matt Navarro, Stanley’s Senior Vice President, expressed hope that these changes will offer consumers a more user-friendly online experience. “We hope the changes the company made provide all consumers with a wider aperture and more user-friendly [online] experience to get the Stanley products they love,” Navarro told CNN.
This strategic move by Stanley to partner with EQL represents a significant step towards addressing the challenges of limited-edition drops and ensuring that loyal customers have access to their highly sought-after products.
