Starbucks debuts collectible NFTs in metaverse loyalty program
Starbucks is moving a digital extension of its Starbucks Rewards loyalty program out of pilot into full rollout.
Initially announced in September 2022 and launched in beta mode in December 2022, Starbucks Odyssey provides Starbucks Rewards members and employees in the U.S. the opportunity to earn and purchase digital collectible NFT assets.
Once logged in, Starbucks Odyssey members can engage in Starbucks Odyssey “journeys,” a series of omnichannel activities, such as playing interactive games or taking challenges. Members will be rewarded for completing journeys with a digital collectible “journey stamp.”
Journey stamps are NFTs (non-fungible tokens). Starbucks Rewards members can also purchase “limited-edition stamps” (NFTs) through a built-in marketplace within the Starbucks Odyssey web app. On Thursday, March 9, 2023, Starbucks is officially releasing its first set of 2,000 limited-edition stamps for Starbucks Odyssey members.
In an email to Chain Store Age, Starbucks said its first set of these one-of-a-kind NFTs are designed by employees and feature layered pieces of artwork celebrating the “Starbucks Siren” company logo. Each limited-edition stamp is built from five different layers of original Starbucks art.
Stamps will be available for purchase for $100 each through the Starbucks Odyssey marketplace. Members of the Starbucks Odyssey program will also be rewarded with bonus points that will go towards unlocking exclusive benefits available through the Odyssey program.
All members can purchase stamps directly with a credit card. No crypto wallet or cryptocurrency is required. A portion of the proceeds from the sale of limited-edition stamps will be donated to support non-profit causes.
Each digital collectable stamp will include a point value based on its rarity, and the stamps can be bought or sold among members within the marketplace, with ownership secured on a blockchain. Using bonus points from stamps, Starbucks Odyssey members will gain access to experiences that have never been offered before, such as a virtual espresso martini-making class, unique merchandise and artist collaborations, and invitations to exclusive events at Starbucks stores and coffee farms.
The initial Starbucks Odyssey invitations were sent to a small group of waitlist members and Starbucks associates in December 2022. Starting in January 2023, monthly invitations have continued to be offered to a wider group of members on the waitlist. Customers can sign up at waitlist.starbucks.com.