Starbucks will establish a Web3 community that will offer new ways to connect with members and partners (employees).
Starbucks Odyssey, powered by Web3 technology, allows its Rewards members and partners (workers) in the U.S. to earn and buy digital collectibles that unlock additional advantages and coffee experiences. Starbucks is one of the first businesses to combine NFTs with an industry-leading loyalty program at scale, establishing a digital community to engage members and partners. Starting Sept. 12, customers and partners may join the queue for the next Starbucks Odyssey event.
Brady Brewer, Starbucks EVP and CMO, said the Odyssey experience would extend the Third Place (after home and work) relationship to the digital realm. Rewards members may now connect with each other.
Web3 will provide the members with new experiences and ownership. Brewer said Odyssey will unleash digital, physical, and sensory advantages unique to Starbucks. By integrating into the Rewards ecosystem and focusing on coffee, connection, and community, we’re approaching the Web3 area differently than any other brand and enhancing our members’ connection. Our objective is to build a location where our digital community can gather over coffee, enjoy immersive experiences, and celebrate Starbucks’ legacy and future.
Odyssey is an extension of its Rewards program that members may access using their login credentials. Once signed in, users may participate in Odyssey ‘journeys’, a series of activities that increase their understanding of coffee and Starbucks. Members will get a digital “travel stamp” for completing trips (NFT).
Members may buy NFTs via the Odyssey web app’s built-in marketplace. Members may buy limited-edition stamps via credit card. No crypto wallet or cryptocurrency is needed, making Odyssey a fun and simple method for members to access new technologies and claim ownership of their Starbucks loyalty.
Each digital collectible stamp will have a point value depending on its rarity, and ownership will be safeguarded on a blockchain. As users collect stamps, their points rise, unlocking unique advantages and experiences. These experiences may include a virtual espresso martini-making lesson, unusual products, artist collaborations, invites to special events at Reserve Roasteries, or tours to Hacienda Alsacia coffee estate in Costa Rica.
All stamps will contain famous artwork co-created with partners and other artists, providing members and partners early access. A percentage of limited-edition stamp sales will benefit partners and Rewards members.
The Starbucks Odyssey will be built utilizing sustainable technologies. In preparation for a launch later this year, Starbucks is decreasing its carbon, water, and waste footprints. The company will employ Polygon’s “proof-of-stake” blockchain, which requires less energy than “proof-of-work” blockchains.
Third Place Reinvention
The company has a history of developing and mainstreaming cutting-edge technologies. The experience with its Starbucks Rewards loyalty program, mobile payment and ordering, and Wi-Fi in its cafes has shown it how to engage consumers at scale to unlock potential leveraging new technologies. This will enable simpler access to Web3 experiences and create a next-generation loyalty program paradigm.
Starbucks Odyssey is one way we’re redefining the Third Place to meet consumers in stores, on the go, and online. Brewer said Starbucks Rewards members and partners may engage via unique experiences in a Web3-enabled digital Third Place community.