Hype

How Parallel Runs VIP Live Pricing with Hype Discounts

December 19, 2025 Ashwathy M

Introduction

Parallel is a streetwear store that curates rare, vintage, and hard-to-find graphic T-shirts. Many of their products are limited pieces, so launches and drops matter a lot. A big part of their sales comes from early fans and VIP customers who expect first access and better pricing.

Challenge

Parallel runs VIP only drops where a small group of customers get early access. The problem was pricing. Shopify’s regular discounts could not change prices live for VIP users while keeping normal prices for others. Discount codes also caused confusion and slowed down checkout during busy drops.

Solution

Parallel used Hype Discounts to set up VIP live pricing. With Hype, prices change dynamically based on who is visiting the store. VIP customers see their exclusive lower price directly on the product page during presale, while regular visitors see the normal price. No codes, no manual changes.

Result

VIP presales became smooth and clear. Early shoppers instantly knew they were getting a special price, which increased trust and faster buying. For Parallel, Hype was important because it allowed full control over live pricing during exclusive campaigns, not just simple discounts.

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