Starbucks launches Starbucks Odyssey, the Web3 Loyalty Program

Starbucks Odyssey, a new 3rd web experience based on Polygon that will allow members to earn and purchase ‘star’ NFTs giving access to benefits and immersive coffee experiences.

As always, Starbuck will be one of the first companies to integrate NFTs into a large-scale loyalty program, Starbucks will create an accessible Web3 community that will enable new ways to interact with members and partners (employees) today in the United States. It’s the ability to earn and buy collectible digital assets that will unlock access to new franchises and immersive coffee experiences. Starting September 12, customers and partners can join the waiting list for a chance to be among the first to gain access to the Starbucks Odyssey experience, which will launch later this year.

Starbucks handles over 100 million transactions per week in more than 32,000 stores worldwide

Starbucks has always served as a third place, a place between home and work where you feel the warmth of connecting over coffee, community and belonging. “The Starbucks Odyssey experience will expand Third Place’s connection to the digital world,” said Brady Brewer, Executive Vice President and Director of Marketing, Starbucks. “For the first time, we are connecting members of our Starbucks loyalty program not just to Starbucks, but to each other.” So it is definitely a third digital place to satisfy more consumers who are turning to online experiences to connect with brands and other people.

Starbucks’ growth strategy revolves around customer insights. The giant uses customer focus groups, all kinds of data and resources to help it be more informed and be on the cutting edge of valuable trends that indicate what customers really want to see from Starbucks. So this new program will be a goldmine of customer data for Starbucks. The added layer of Web3 gaming and bonuses will help the channel understand the types of perks that motivate customers the most.

According to a recent study by Clarus Commerce, 22% of customers said their favorite brands were those that created a strong sense of community, and 34% said online groups were the number one way to do so. Being able to connect to a Web3 game or program is one way to do this.

With its Mobile Order & Pay app, Starbucks is the first major chain to integrate its digital payments to create a better shopping and payment experience for its customers, it is among the top 3 most used payment apps in the US! The Starbucks mobile app in 2019 (US) had more than 20 million customers and the Starbucks Rewards program had 27.4 million members in 2022, an increase of 13% year over year. Orders for pay by phone, mobile payment and delivery accounted for 72% of Starbucks’ revenue in the third quarter in the US, a number that rose 9% system-wide to a record quarterly quarterly figure of $8.2 billion.

It is noted that Starbucks is in the midst of a broader “renovation plan” that touches all levers, from automation to worker compensation to store design and sustainability that will see the light of day in 2023.

Starbucks Rewards Ecosystem

The Starbucks Rewards Program has always been, and always will be, to recognize and reward its most loyal customers. In 2020, an update was made to reward customers based on the products they buy with 3 stars for every 1 euro spent, meaning that members can get free drinks frequently. Gold members get free bonus shots of espresso, smoothies, and whipped cream, members of all levels enjoy new drinks before anyone else, the convenience of pre-ordering before entering the store, customizing your drink on the app, and free drink for gold members to celebrate your special birthday.

More than just a short-term attempt to join the NFT fad, Starbucks Odyssey will be an extension of the industry-leading Starbucks Rewards program, which members can access using their Starbucks Rewards login credentials. By integrating with the Starbucks Rewards ecosystem and embedding the experience in coffee, communication and community, they are entering the Web3 space differently than any other brand, while deepening our members’ connection to Starbucks. Once logged in, members can participate in Starbucks Odyssey “trips,” a series of activities, such as playing interactive games or completing fun challenges to learn more about coffee and Starbucks. Members will be rewarded for taking trips with a collectible digital “travel stamp” (NFT).

Members can also purchase Limited Edition Stamps (NFTs) through an integrated marketplace in the Starbucks Odyssey web app experience. It will be available to all members to purchase directly with a credit card. No crypto wallet or cryptocurrency will be required. They will also be creative Starbucks artwork created in conjunction with Starbucks partners as well as outside artists.

Each collectible NFT will include a point value based on its rarity, and the NFT can be bought or sold between market members, with ownership guaranteed on the blockchain. As stamps are collected, members’ points will increase, unlocking access to unique benefits and experiences not offered before.

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