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Distribution Types Overview

A Distribution is the method that controls how consumers gain access to purchase your products. Different distribution types suit different business scenarios — from high-demand product launches to exclusive VIP events.

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Available Distribution Types

Fanfare supports six distribution types:
TypeHow It WorksBest For
QueueConsumers wait in a virtual line, served first-come-first-servedHigh-demand launches where order matters
DrawConsumers enter a lottery and winners are randomly selectedFair allocation when demand exceeds supply
AuctionConsumers place competitive bidsUnique items, collectibles, price discovery
AppointmentConsumers book specific time slotsIn-store pickups, consultations, services
Timed ReleaseInstant access at a scheduled timeFlash sales, member perks
WaitlistCaptures interest, notifies when availablePre-launch signup, overflow handling

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How Distributions Work

Every distribution follows a similar pattern: 
┌─────────────────────────────────────────────────────────────────┐
│                    THE CONSUMER JOURNEY                          │
├─────────────────────────────────────────────────────────────────┤
│                                                                 │
│  ┌───────────┐    ┌─────────────┐    ┌────────────────────┐    │
│  │   JOIN    │    │ PARTICIPATE │    │    GET ACCESS      │    │
│  │           │───►│             │───►│                    │    │
│  │ Consumer  │    │ Consumer    │    │ Consumer receives  │    │
│  │ enters    │    │ waits for   │    │ access to checkout │    │
│  │           │    │ their turn  │    │                    │    │
│  └───────────┘    └─────────────┘    └────────────────────┘    │
│                                              │                  │
│                                              ▼                  │
│                                    ┌────────────────────┐      │
│                                    │ COMPLETE PURCHASE  │      │
│                                    │                    │      │
│                                    │ Time-limited       │      │
│                                    │ checkout window    │      │
│                                    └────────────────────┘      │
│                                                                 │
└─────────────────────────────────────────────────────────────────┘

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1. Join

Consumers enter the distribution. Depending on the type, this might mean:
  • Joining a queue
  • Entering a draw
  • Placing a bid
  • Selecting a time slot

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2. Participate

Consumers actively participate according to the distribution method:
  • Queue: Watch their position move forward
  • Draw: Wait for the selection
  • Auction: Monitor bids and place new ones
  • Appointment: Confirm their booking

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3. Get Access

When it’s their turn, consumers receive access to checkout. This includes:
  • A limited time window to complete their purchase
  • Clear instructions on next steps
  • Real-time countdown

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4. Complete Purchase

Consumers complete their purchase within the access window. If they don’t complete in time, their access expires.

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Distribution Lifecycle

Each distribution goes through three phases: 
┌────────────────────────────────────────────────────────────────┐
│                                                                │
│  ╔═══════════════╗    ╔═══════════════╗    ╔═══════════════╗  │
│  ║   SCHEDULED   ║───►║     OPEN      ║───►║    CLOSED     ║  │
│  ║               ║    ║               ║    ║               ║  │
│  ║  Countdown    ║    ║  Consumers    ║    ║  No new       ║  │
│  ║  displayed    ║    ║  can join     ║    ║  entries      ║  │
│  ╚═══════════════╝    ╚═══════════════╝    ╚═══════════════╝  │
│        │                    │                    │             │
│     Opens at            Active               Closes at         │
│                                                                │
└────────────────────────────────────────────────────────────────┘

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Access Windows

When consumers receive access, they get a time-limited window to complete checkout:
SettingWhat It Controls
Access durationHow long consumers have to complete checkout
Expiration behaviorWhat happens if they don’t complete in time
Best practices for access windows:
  • 5-10 minutes for simple checkouts (one item, saved payment)
  • 15-30 minutes for complex purchases (multiple items, new payment info)
  • Always set an expiration to ensure fair access for waiting consumers

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Guest vs. Verified Access

You can control whether consumers need to verify their identity:
SettingWhen to Use
Allow guestsLow-friction entry, maximize participation
Require verificationHigher-value items, prevent abuse, enable notifications
Typical settings by distribution type:
DistributionGuests Usually Allowed?Why
QueueYesLow friction for high-volume
DrawYesMaximize entries
AuctionNoNeed payment capability
AppointmentNoBooking accountability
Timed ReleaseYesQuick access
WaitlistYesLead capture

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Capacity Controls

Different distributions have different capacity options:

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Queue

  • Queue capacity — Maximum people waiting at once
  • Admission rate — How many people access checkout per minute
  • Total admissions — Maximum total people who can purchase

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Draw

  • Entry capacity — Maximum entries accepted
  • Winner count — How many winners to select

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Auction

  • Typically single-item (winner is highest bidder)

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Appointment

  • Slot capacity — How many bookings per time slot
  • Time slots — Available booking times

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Choosing the Right Distribution

Here’s a decision guide: 
Is there more demand than supply?
    │
    ├── YES
    │     │
    │     └── Should order matter?
    │           │
    │           ├── YES (first-come fairness) ─────► QUEUE
    │           │
    │           └── NO (everyone gets equal chance) ─► DRAW
    │
    └── NO
          │
          └── Do consumers need specific times?
                │
                ├── YES (scheduled access) ─────────► APPOINTMENT
                │
                └── NO (instant access) ────────────► TIMED RELEASE

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Queue

Best for: High-demand product launches where first-come-first-served feels fair Consumer experience: Join the line, watch position update, get access when it’s their turn Example: Sneaker drops, concert tickets, limited edition products

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Draw (Lottery)

Best for: Situations where demand far exceeds supply and random selection feels most fair Consumer experience: Enter the draw, wait for selection, winners notified Example: Exclusive collaborations, oversubscribed events, fairness-focused brands

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Auction

Best for: Unique items where price discovery is important Consumer experience: Place bids, monitor competition, highest bid wins Example: Art, collectibles, one-of-a-kind items

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Appointment

Best for: Services or pickups that need scheduling Consumer experience: Browse available times, book a slot, receive confirmation Example: Store appointments, consultations, pickup scheduling

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Timed Release

Best for: Simple access at a specific time without queuing Consumer experience: Countdown to release, instant access when it opens Example: Flash sales, member-exclusive access, promotional windows

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Waitlist

Best for: Capturing interest before launch or handling overflow Consumer experience: Sign up, receive notification when available Example: Pre-launch interest, sold-out items that may return, overflow from other distributions

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Next Steps

Learn more about each distribution type: