On 12 September, Starbucks announced Starbucks Odyssey, a new experience powered by Web3 technology. The program will provide Starbucks Rewards members and Starbucks employees with the opportunity to earn and purchase digital collectible assets allowing them to receive new benefits and immersive coffee experiences as well as earn and purchase digital collectibles.
The Starbucks loyalty program is being integrated with non-fungible tokens (NFTs) as well as the creation of a digital community that will enable the company to connect with its members and its employees in new and exciting ways. Awaiting a launch in later this year, customers and employees wishing to be a part of the first group of customers to receive access to the Starbucks Odyssey experience can join the wait-list starting Sept. 12.
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, For the first time we are connecting our Starbucks Rewards loyalty program members not just to Starbucks, but to each other.
Brady Brewer, Starbucks executive vice president and chief marketing officer
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, 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.
Brady Brewer, Starbucks executive vice president and chief marketing officer
As a Starbucks Rewards member, you will be able to access Starbucks Odyssey using your Starbucks Rewards login credentials. Once logged in, Starbucks Odyssey members can begin their ‘journeys,’ a series of activities which show them how much they know about coffee and Starbucks through playing interactive games and taking part in fun challenges while deepening their knowledge about these topics. After completing a journey, members will be rewarded with a digital collectable ‘journey stamp’ (NFT) as a reward.
There is also a built-in marketplace within the Starbucks Odyssey web app experience which allows members to purchase “limited-edition stamps” (NFTs) that are exclusive to Starbucks. A limited-edition stamp will be available for purchase directly with a credit card by all members who participate in the program. There is no need for a crypto wallet to access the Starbucks Odyssey service – making it a fun and easy way for members to get access to this new technology and claim a stake in their loyalty to Starbucks by using this new technology.
It will be possible for members of the marketplace to buy and sell digital collectible stamps within the marketplace based on the rarity of the stamp, with ownership of the stamps secured on a blockchain, and its ownership can be determined by its point value. Members will be able to unlock unique benefits and experiences as they collect stamps, as their points will increase as they continue to collect stamps. It is possible to participate in this exchange program in a variety of ways, such as taking a virtual espresso martini class, participating in a studio tour, participating in exclusive events at Starbucks Reserve Roasteries, or even visiting the Costa Rican coffee farm at Starbucks Hacienda Alsacia.
All stamps will feature iconic Starbucks artwork created by Starbucks partners in collaboration with outside artists, giving members and partners the opportunity to experience these treasured assets for the first time. Moreover, Starbucks Rewards members and Starbucks partners will have the opportunity to donate a portion of the proceeds from the sale of limited-edition stamps to causes that are important to them and their partners.
Developing Starbucks Odyssey using a technology that aligns with Starbucks’ commitments and aspirations for sustainability is one of the top priorities of the company. It is no secret that Starbucks is one of the brands committed to reducing its carbon, water, and waste footprints. As part of this partnership, Starbucks will use a proof of stake (PoS) Blockchain technology developed by Polygon, and uses less energy than the first generation Proof of work (PoW) blockchains.
