Starbucks’ NFT-Backed Experiential Loyalty Programme

Published 20 September 2022

Author
Marta Mąkolska
2 min read

Embodying the move towards using Web3 tech to underpin membership schemes – as previously charted by Stylus – Starbucks will launch a non-fungible-token-based (NFT) loyalty programme later this year. Dubbed Starbucks Odyssey, it’s the most mainstream example of a brand using blockchain-held assets as ultra-flexible, next-gen customer relationship management (CRM) systems.

At A Glance

Topics

Odyssey will allow both existing Starbucks Rewards members and the company’s employees to earn and buy NFTs, which will unlock access to exclusive experiences. These range from the everyday – like a virtual espresso martini masterclass (a nod to the ‘insperiences’ popularised by the pandemic), to the ultra-exclusive – such as trips to its Hacienda Alsacia farm in Costa Rica.

After logging in via the coffee chain’s app (using their existing Starbucks Rewards profiles), Odyssey members will be able to engage in missions or ‘journeys’ – using the jargon of crypto-enthusiasts who view their collecting of NFTs as a shared pilgrimage. These include playing an interactive game designed to expand their coffee knowledge, and – more pertinent for commercial returns – trying three items on the in-store espresso menu. Once completed, they collect ‘journey stamps’ (NFTs) and see their membership points increase, unlocking access to the rewards.

In keeping with Starbucks’ sustainability strategy, the programme is hosted on the eco-friendly Polygon blockchain.

There will also be a collection of limited-edition NFTs available to purchase on the platform (a separate crypto wallet isn’t required). Each NFT will include a point value, based on its rarity. They can be bought or sold among members within the app, with ownership secured on Polygon.

 

Odyssey will allow both existing Starbucks Rewards members and the company’s employees to earn and buy NFTs, which will unlock access to exclusive experiences. These range from the everyday – like a virtual espresso martini masterclass (a nod to the ‘insperiences’ popularised by the pandemic), to the ultra-exclusive – such as trips to its Hacienda Alsacia farm in Costa Rica.

After logging in via the coffee chain’s app (using their existing Starbucks Rewards profiles), Odyssey members will be able to engage in missions or ‘journeys’ – using the jargon of crypto-enthusiasts who view their collecting of NFTs as a shared pilgrimage. These include playing an interactive game designed to expand their coffee knowledge, and – more pertinent for commercial returns – trying three items on the in-store espresso menu. Once completed, they collect ‘journey stamps’ (NFTs) and see their membership points increase, unlocking access to the rewards.

In keeping with Starbucks’ sustainability strategy, the programme is hosted on the eco-friendly Polygon blockchain.

There will also be a collection of limited-edition NFTs available to purchase on the platform (a separate crypto wallet isn’t required). Each NFT will include a point value, based on its rarity. They can be bought or sold among members within the app, with ownership secured on Polygon.

 

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This article is an example of Stylus' extensive research into Retail & Brand Comms trends. Get in touch so someone from the Stylus team can explain how your business can harness the power of trends and insights like these – and more. 

Want to know more?

This article is an example of Stylus' extensive research into Retail & Brand Comms trends. Get in touch so someone from the Stylus team can explain how your business can harness the power of trends and insights like these – and more.