Royal Australian Mint, the sole producer of all Australia’s circulating coins, has teamed up with EQL, the commerce platform built to ensure reliable and fair product launches, to provide a better solution to our ecommerce challenges and improve the experience for collectors as they aim to get their hands on new coins.
In addition to producing Australia’s circulating coinage, Royal Australian Mint (the Mint) is a pillar in the numismatic collection community, with hobbyists worldwide seeking out its limited edition, commemorative and otherwise special products. However, collectors have faced a few site crashes, longer than preferred loading times and competition with bots when attempting to buy collectible coins.
“The death of Queen Elizabeth II and the coronation of a new monarch have encouraged a new-era coin collector, which has increased the interest in our coins on release days,” said Royal Australian Mint CEO, Leigh Gordon. “Added to this, the use of malicious automated purchasing systems attacking our site, has resulted in our systems struggling to manage the exceptionally high volume of traffic we receive.”
The Mint is internationally recognised for its creative approach to coins, with designs commonly incorporating unique touches of colour or stylised imagery. The Mint’s collectible programs tell the stories of Australia through coins, and pays homage to everyone and everything from national anniversaries, to Australian wildlife and even the legendary music of AC/DC.
The demand, both from genuine fans and bad actors, has unfortunately led to issues for the Mint’s ecommerce infrastructure.
“We’re proud to partner with the Royal Australian Mint to make their launches fairer for more numismatists across Australia. The Mint is without a doubt a global innovator in the category, pioneering a new era for genuine fans and opening doors for new collectors. EQL is purpose-built to make the process of getting access to products you’re passionate about more fair and reliable and we can’t wait for Australian coin collectors to experience it, starting with the 35th Anniversary of the Two Dollar Coin launch.” said Andrew Lipp, Co-Founder and CEO of EQL.
Founded in Melbourne with offices in Sydney and the U.S., EQL has powered more than 4,000 launches for major brands across collectibles, fashion, wine and spirits, experiences and more.
