Royal Australian Mint Bolsters Tech to Meet New Era of Coin Collection
15/01/2024 | Media Release
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.
The Mint’s first launch with EQL will be Wednesday 17 January 2024 8.30 am. We will be launching the remainder of the 2023 $2 Fourteen-Coin Collection - 35th Anniversary of the Two Dollar Coin. More information on this product can be found here. Keep your eye on the Mint’s Facebook page and website for information on how to enter.
ABOUT ROYAL AUSTRALIAN MINT
The Royal Australian Mint is an award-winning, world class Mint and a global leader in the mint industry. The Mint produces circulating coins for Australia and other countries; collectible and investment coins for domestic and international customers; and custom-made medals, medallions and tokens for individual or corporate clients.
The Mint is also a national cultural attraction that educates millions of Australians and international visitors on the history of Australia’s decimal currency, and the significance and value of coins. As an organisation that strives to take better care of the environment, to cultivate safe and inclusive workplaces and to make a positive impact on the communities where it operates, the Mint integrates environmental, social and governance practices in every aspect of its operations.
EQL is a new kind of commerce solution, built to help brands sell the world’s most in-demand products reliably and fairly. EQL’s end-to-end launch platform is built on indestructible infrastructure to prevent site crashes, stop bots and scammers, streamline payments and processing, and deliver powerful post-launch insights. With EQL, launches are Run Fair™, ensuring both brands and fans play by the rules, and the launch is run at the highest level of integrity. To date, EQL has powered more than 4,000 launches across numerous markets. For more information visit www.eql.com.