On September 12, global coffeechain Starbucks unveiled a new Starbucks rewards model that will help customers and employees collect digital assets. The Starbucks Odyssey program will consist of digital collectibles that can be used to unlock new experiences and benefits for users.
Starbucks Odyssey is the coffeechain’s foray into Web3 technology and hopes that the new Starbucks NFT model will work like the rewards model, wherein customers exchange the stars they have earned for perks and other freebies.
Starbucks Odyssey: A New Reward Journey
The Starbucks Odyssey experience will launch later this year. But customers and partners can join the waitlist starting September 12 to be among the first to get the experience.
The coffeechain is one of the first companies to integrate digital assets to enhance user experience. Starbucks NFT will spearhead its Starbucks Rewards model as it seeks to engage with people by building a digital community.
“Starbucks has always served as the Third Place, a place between home and work where you feel the warmth of connection over coffee, community and belonging. The Starbucks Odyssey experience will extend the Third Place connection to the digital world,” said Brady Brewer, Starbucks executive vice president and chief marketing officer, in a written statement. “For the first time we are connecting our Starbucks Rewards loyalty program members not just to Starbucks, but to each other.”
Brewer stated that Starbucks Odyssey is meant to unlock the foundational benefits of a Starbucks rewards model and will provide “digital, physical, and experiential benefits that are uniquely Starbucks.”
The Starbucks NFT
The Starbucks Odyssey journey will function as an extension of the Starbucks rewards model and logged-in users can engage in a series of activities, including interactive games or fun trivia games about coffee and Starbucks. Members completing the journey will be rewarded with a Starbucks NFT, also called a digital stamp, that will have a unique point value based on rarity. Members can also purchase limited-edition digital stamps within the Starbucks Odyssey web app experience.
The stamps feature iconic Starbucks inspired artwork and have been co-created with company partners and outside artists.
The limited-edition stamps will also be available for purchase via credit cards. Starbucks clarified that no crypto wallet or cryptocurrency will be required to access the Starbucks Odyssey experience, making it a unique program that rewards members for their loyalty to the coffeechain. The stamps can be bought and sold in the marketplace and their value is secured by blockchain. The member’s point tally will go up based on the number of the stamps, which will help them unlock unique experiences and benefits, unlike anything seen before. The company mentioned that “these experiences could range from a virtual espresso martini-making class, to access to unique merchandise and artist collaborations, to invitations to exclusive events at Starbucks Reserve Roasteries or even trips to Starbucks Hacienda Alsacia coffee farm in Costa Rica.”
To sweeten the deal, Starbucks revealed that a portion of the proceeds generated from the sale of the limited-edition stamps will be shared with causes that matter to Starbucks partners and reward members. The coffee-maker reiterated that it will continue to garner feedback to fine tune its Starbucks rewards model to offer better services in the future. In keeping with its sustainability goals, the company partnered with Polygon, as the blockchain technology built by them uses considerably less energy than the first generation proof-of-work blockchains.
Brewer professed that the company will continue to evolve to meet its members wherever they are — in a Starbucks store, on-the-go, or online.
Although we do not know how attractive the stamps are, one thing is for sure – the Starbucks NFT will definitely keep you coming back for more than just a cuppa.
