A system for use with computing devices each associated with one of a plurality of customers. The system includes a customer application executing on each of the computing devices and a computing system that receives requests, from a requesting portion of the computing devices, to purchase a product not yet available for purchase. The computing system assigns potential reservations to selected winning ones of the customers associated with the requesting portion, receives confirmations from a confirmed portion of the selected winning customers, converts the potential reservations to actual reservations for the confirmed portion, and transmits a code to each of the confirmed portion of the selected winning customers only after the selected winning customer submits validation information that the computing system determines satisfies validation criteria. A merchant transfers the product to one of the customers at a physical store location only if the customer provides the code to the merchant.