The largest coffeehouse chain in the world, Starbucks is finally launching its most-anticipated Web3 loyalty program with coffee-themed NFTs. After a long wait, Starbucks today announced its blockchain-based loyalty program and NFT community, Starbucks Odyssey, to its first group of U.S. beta testers.
This one-of-a-kind Odyssey experience combines customer loyalty rewards with NFT collecting and other gamified elements. This also includes coffee-themed NFTs that translate to real-world experiences as an extension of Starbucks’ existing loyalty program.
Starbucks has taken a step forward for its most loyal customers who can now earn a broader set of rewards beyond perks like free drinks. With the recent initiative, customers can engage with interactive activities called “Journeys” that when complete, allow members to earn collectible Journey Stamps.
The Journeys are designed to promote the Starbucks brand and teach its customers about coffee and the company’s history. Moreover, Journeys introduce several activities such as watching videos, taking quizzes, playing puzzles, or trying new drinks at stores. The latter example is part of what makes Starbucks Odyssey stand out among other corporate NFT initiatives.
Unlike other NFT programs, Starbucks Odyssey connects the company’s existing loyalty program, business goals, and mobile payment technology, rather than functioning as a superficial layer.
As Journeys are tied to in-store purchases, when Odyssey members would scan their existing Starbucks Rewards or make purchases, they will get to earn member points.
At around 500 points, members will earn Stamps which is a coffee-themed NFTs hosted on the Polygon blockchain. Note that Starbucks has partnered with Polygon blockchain to build its recently announced Starbucks Odyssey Web3 experience.
The brownie point here is, by collecting Stamps, users can unlock special experiences. There will be three levels of perks and experiences.
It would start with online experiences like a virtual class that teaches you how to make espresso martinis. As you go on earning more points and NFTs, you can begin accessing real-world experiences such as special events hosted at Starbucks or even a trip to the Starbucks Hacienda Alsacia coffee farm in Costa Rica. Starbucks will also release Limited Edition Stamps that will be released four-six times per year.
The points accumulate over the course of the year, instead of being redeemed for rewards (like Stars are). At year-end, the points reset and users have to start collecting again. However, you can retain your NFTs which will be later integrated with the Starbucks app, allowing customers to customize their Starbucks Card or perhaps allow it to be printed on other merchandise.
As the Odyssey program is at the beta stage, the first Journey Stamps will include those inspired by Starbucks’ history like its first location in Pike Place Market in Seattle. Other Stamps will feature classic designs and this year’s “Gift-Wrapped Magic” holiday cup art.
When members start to participate in Odyssey, they’ll earn NFTs whose value will be based on their rarity. That means the NFTs will be able to be bought or sold on Odyssey’s marketplace which is expected to be launched in 2023. This part is powered by Nifty Gateway.
Also, customers won’t need a crypto wallet to purchase these NFTs. They can just buy the Stamps (NFTs) with a credit card.
Starbucks CMO Brady Brewer, “It happens to be built on blockchain and web3 technologies, but the customer — to be honest — may very well not even know that what they’re doing is interacting with blockchain technology. It’s just the enabler.”
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