Artist e-com store forces sign up + quiz in order to make a purchase

Tom Sachs doesn’t just sell art. He makes you earn it. To buy something from his store, you must take a quiz—based on his “Studio Indoctrination” films. Score less than 10/10? No purchase for you.

Turning Friction Into Fandom

What looks like a barrier actually deepens connection. The quiz acts like a ritual, filtering out casual buyers and turning participants into insiders who proudly say, “I passed the test.”

Why It Works

• Builds exclusivity and pride of ownership
• Increases engagement through a mini challenge
• Turns shopping into a story worth telling
• Attracts real fans, not random buyers

Real World Twists

• Liquid Death tests customers’ humor on their homepage quizzes
• Notion uses “setup challenges” that reward completion
• Peloton sells more bikes by gamifying user milestones
• Supreme thrives on “drop culture” that makes access hard