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Introducing Invite-Only Launches from EQL: A Game-Changer for Brands
EQL is excited to announce the launch of Invite-Only, a new feature designed to help brands offer exclusive access to products, fostering loyalty and adding a new layer to fan engagement.
So, what exactly is an invite-only launch? It’s a product page accessible only to invited customers. Invitees are emailed a unique code when the launch opens. If they meet the eligibility requirements, they can complete their purchase, and all orders are processed and fulfilled at the end of the launch.
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Whether it’s rewarding loyalty program members, VIPs, friends and family, or a select group of fans, Invite-Only makes it easy for brands to create a premium, exclusive experience. With just a few clicks, brands can upload a custom invitee list into the EQL portal, automating the entire process from invitation to fulfillment. This gives brands full control over the customer experience, enabling deeper connections with their most valuable customers.
To dive deeper into how Invite-Only can benefit your brand—from saving time to creating unforgettable premium experiences—let’s turn to Will, the EQL Product Manager who led the development of this feature. Check out the Q&A below to learn more.
What inspired the creation of the invite-only feature?
Will: The idea actually came from one of our customers, as the best ideas do. We had a luxury brand wanting to sell directly to VIP customers in an exclusive way, and their existing tools weren't cutting it. The experience felt dull. We realized we were in a good position to adapt EQL’s product to create new possibilities for brands.
What challenges do brands currently face when managing exclusive sales?
Will: Managing exclusive sales with traditional solutions is often challenging with all the manual processes, inventory management, and a lack of true exclusivity. To date, brands frequently use draft invoices, unsecured hidden ecomm pages, and manual methods that require more steps for their customers to gain access. These methods often felt cumbersome and less exclusive or special to customers compared to the personalized attention they desire from membership in a loyalty program.
Some retailers go even further, dedicating entire teams to maintaining one-on-one relationships with partners, influencers, and VIPs and manually providing access to certain products, which is time-consuming and difficult to scale. In the absence of a streamlined way to personalize the experience, some customers were using systems they tried to build themselves that weren't as secure, and managing who gets access became a manual and error-prone process. Our platform takes care of that for them.
Invite-only replaces these inefficient systems with a streamlined, automated solution, creating an experience that is both secure and special. It strikes a balance between keeping access secure while still making the process feel smooth and rewarding for customers. For fans and customers, it offers a straightforward, personalized buying experience that feels premium and fair—enhancing loyalty and aligning with the engagement goals brands are striving for.
How has invite-only been received by customers so far, and how does it ensure a fair experience?
Will: Fan reaction has been overwhelmingly positive, with many calling Invite-Only a “game changer” compared to past, often frustrating, exclusive release experiences. For example, a large sneaker retailer recently ran an Invite Only launch for their Friends & Family group and a public Discord community. The exclusive Discord launch saw over 8,000 entries, with fans excitedly sharing their invites on social media and within Discord, boosting engagement and increasing their Discord membership.
Fairness has been a core priority for us at EQL, and Invite-Only ensures transparency by making it clear how access is earned—whether through loyalty programs or other methods. It creates exclusivity while giving customers a clear path to join, encouraging positive fan behavior and disincentivizing shady, unfair stuff like using bots to get access.
How does invite-only help brands build both loyalty and community in their customers?
Will: From our perspective, loyalty programs are evolving. The traditional points-based systems aren't differentiated enough anymore, especially for high-end brands. Many brands we’ve talked to are reevaluating their loyalty programs, trying to make them more relevant for their customers.
Invite-only offers genuinely exclusive access, early access, or unique experiences that make loyalty systems more powerful. It also opens new options for brands with high-heat launches.
Brands today should consider running invite-only launches as part of a wider strategy, whether they want to reward loyal customers or build hype.
Break it down for us: What are the top three benefits of invite-only for brands?
Will: Okay, here goes.
1: A premium customer experience. Brands can provide an exclusive, premium experience that truly feels special. This is something that’s been missing from a lot of loyalty programs.
2. A single platform that can handle multiple launch types. Invite-only launches can be run alongside raffles and other mechanics on the same platform to keep things simple and efficient.
3. Reliability and fairness, of course. These are the qualities we’re known for above all else, and we carried this through to Invite-only. Customers trust they’re being treated fairly, and brands can avoid the chaos of leaked links or unauthorized access.
Invite-only launches are all about giving brands more control and providing customers with a memorable, rewarding experience. Whether you're looking to reward VIPs or building hype around an exclusive product, invite-only can be a powerful tool in your launch strategy.
