Starbucks taps Web3 technology for Odyssey experience
Starbucks has officially announced Starbucks Odyssey. Launching later this year, this is the coffee chain’s first shot at building with Web3 technology.
It combines the Starbucks Rewards loyalty programme with an NFT platform, allowing its customers to both earn and purchase digital assets that unlock exclusive experiences and rewards.
The company had previously teased the initiative to investors.
Starbucks brought in Adam Brotman, the architect of its Mobile Order & Pay system and the Starbucks app, to serve as a special advisor.
Now the co-founder of Forum3, a Web3 loyalty startup, Brotman’s team worked on Starbucks Odyssey alongside the retailer’s own marketing, loyalty, and technology teams.
“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,” says Brady Brewer, Starbucks Executive Vice President and Chief Marketing Officer.
“For the first time we are connecting our Starbucks Rewards loyalty programme members not just to Starbucks, but to each other.”
“Leveraging Web3 technology will allow our members to access experiences and ownership that was not possible before.”
“Starbucks Odyssey will transcend the foundational benefits that our Starbucks Rewards members have come to love, and unlock digital, physical and experiential benefits that are uniquely Starbucks,” Brewer adds.
“By integrating into the Starbucks Rewards ecosystem and grounding the experience in coffee, connection and community, we are entering the Web3 space differently than any other brand, while deepening our members’ connection to Starbucks.”
“Our vision is to create a place where our digital community can come together over coffee, engage in immersive experiences, and celebrate the heritage and future of Starbucks.”
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