Starbucks launches its NFT rewards program by tying in Ethereum scaling solution Polygon

Starbucks Ropes in Ethereum Scaling Solution Polygon to Launch Its NFT Rewards Program

Starbucks has tapped popular scaling solution Polygon as its blockchain provider for what the coffee giant is calling Web3 “Odyssey.” The new initiative will allow Starbucks Rewards loyalty program members and Starbucks partners (employees) in the US to earn and purchase digital collectible stamps in the form of non-fungible tokens (NFTs). The company said the membership program will “unlock access to immersive coffee experiences: from exclusive merchandise and artist collaborations to invitations to exclusive events.”

“Using Web3 technology will allow our members to experience and own experiences never before possible. Starbucks Odyssey will go beyond the core benefits our Starbucks Rewards members love and unlock the digital, physical and experiential benefits that are uniquely Starbucks,” a Starbucks blog post Read on.

Starbucks NFT launch is an extension Starbucks Award collection program, and customers will use their login credentials. The traditional version of the loyalty program allows Starbucks customers to top up with a certain amount and pay for their drinks with free drinks and access to free WiFi. The program was launched in 2008 and revamped in 2010 with the launch of the company’s mobile app.

Once logged in, members can engage in a Starbucks Odyssey ‘Journey’ — a series of activities, such as playing interactive games or taking on fun challenges to expand their knowledge about coffee and Starbucks. Members will be rewarded for completing the journey with a digital collectible ‘Journey Stamp’ (NFT).

“Each digital collectible stamp will include a point value based on its rarity, and stamps can be bought or sold between members of the marketplace by securing ownership on the blockchain,” Starbucks said.

Brady Brewer, CMO at Starbucks, said TechCrunch has been planning the initiative for at least six months. The company has been fast in adopting technological innovations especially related to cryptocurrencies and digital assets.

Brewer claims that its investment in NFTs is part of its strategy to expand its business model and enhance its existing loyalty program. Additionally, company executives emphasized the potential of polygonal NFTs to nurture communities and give them access to specialty products.

However, the company will not advertise the use of blockchain technology in its loyalty program.


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