RiRi Loves MAC, The Waiting Line | Brand Experience Project

by Jamie Sanford on September 30, 2013

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While not being completely obsessed with any of the new items in the RiRi Loves MAC Fall collection, I decided to check out the MAC site when the items went on sale, to see how the experience would compare with last time, when a few new lipsticks were introduced. I left a window open for at least 2 hours during the last event, waiting to see if I could add a lipstick to my cart.

Today is slightly different, but no less insane.

Improved from last time, it’s made VERY clear that you are in line while online, and that you shouldn’t do anything but wait. The page does refresh from time to time to show you a new product, or a quote from Rihanna, etc. Good to know also that there will be a holiday collection forthcoming.

I am really interested to know about the decision-making process at MAC on how to handle these launches. Once I get in, will I have a time limit on my shopping? It seems like a good idea would be to implement a 10-minute shopping window, or at least a limit on how long items will remain unpurchased in the cart.

(I am still in line.)

I will give MAC credit for the following:

  1. The site isn’t crashing, and I’m assuming there are LOTS of people on the site, given how long I’ve had to wait.
  2. The reloading page with quotes, info, etc, is a good way to keep it fresh and to make everyone feel like they aren’t frozen and just don’t realize it yet.
  3. The products look really lovely and from what I’ve read about them, they are. Plus, the packaging is really gorgeous.

(You guessed it. Still waiting.)

There are only something like 10 items in this collection. How can I possibly still be waiting this long? Perhaps everything has sold out – although I would hope that MAC is prepared for a new onscreen message should that be the case.

If any of the tech team from MAC wants to answer some of my questions regarding the technical side of handling these launches, I would love to hear from them.

I would also love to hear anyone else’s ideas on how to handle such high-traffic launches of products online. What do you think?

[Update: Wait time is at 2 hours, 20 minutes, and counting.]
[Update 2: I was able to start shopping at about 2 hours, 30 minutes. About 35% of the items are sold out.]

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