Starbucks pilots metaverse loyalty program
Starbucks has launched a beta version of an NFT-based extension of its popular digital loyalty program.
The coffee giant has rolled out Starbucks Odyssey to a group of beta testers. The rollout follows Starbucks’ announcement earlier this year that it intended to create a digital “third place” for customers using Web 3.0 technologies. And in September 2022, the company said that it would provide Starbucks Rewards members and employees in the U.S. the opportunity to earn and purchase digital collectible NFT assets.
Starbucks Odyssey: How it works
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. Limited-edition stamps will be available for all members to purchase directly with a credit card. No crypto wallet or cryptocurrency will be required
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. As stamps are collected, members’ points will increase, unlocking access to benefits and experiences that have never been offered before, such as a virtual espresso martini-making class, access to unique merchandise and artist collaborations, or invitations to exclusive events at Starbucks stores and coffee farms.
All NFT stamps will feature Starbucks artwork co-created with Starbucks partners as well as outside artists. A portion of the proceeds from the sale of limited-edition stamps will be donated to support non-profit causes.
Through the Starbucks Odyssey market, supported by the digital art online auction platform Nifty Gateway, Odyssey participants can purchase stamps directly with a credit card – no crypto wallet or cryptocurrency will be required. Each digital collectible Stamp bought will include a bonus point value that will go toward a member’s total points, which are used to unlock unique benefits and experiences.
A look ahead
Early in 2023, Starbucks Rewards members will be able to purchase unique, one-of-a-kind ‘Limited-Edition Stamps’ (NFTs) through the Starbucks Odyssey market. Sales of Limited-Edition Stamps will include a charitable component, with donations to causes selected by Starbucks associates and Starbucks loyalty members.
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 will continue to be offered to a wider group of members on the waitlist. Customers can sign up at waitlist.starbucks.com
“Starbucks has a history of harnessing emerging technology to innovate on behalf of our customers and making it easily accessible and approachable for the mainstream,” said Brady Brewer, Starbucks executive VP and chief marketing officer. “Our innovative spirit and the desire to continuously exceed the expectations of our customers has led to the launch of Starbucks Odyssey.
“Starbucks Rewards members are some of our most loyal and engaged customers, and Starbucks Odyssey is our next big innovation in loyalty to recognize, surprise and delight them,” Brewer said. “We are leveraging Web3 technology to reward and connect with our members in new ways, such as offering collectible, ownable digital stamps, a new digital community, and opening access to new benefits and immersive coffee experiences – both physically and digitally.”