Starbucks Odyssey sounds like a futuristic spaceship that travels the galaxy while selling mediocre coffee. Disappointingly, Starbucks Odyssey is just the brand’s last-ditch attempt to cash in on the world of NFTs. Take the Starbucks loyalty rewards program, combine it with web3 technology, and voila! You have Starbucks Odyssey — a place for customers to buy or earn NFTs to unlock bigger and better rewards.
Quick! NFTs are dying!
Starbucks already has a rewards system in place, where customers earn ‘stars’ to unlock perks; such as a free coffee. While pitching the idea of web3 to investors, Starbucks said Odyssey built on the current star system. Adding NFTs gives its best customers a wider range of rewards. Somehow.
Though Starbucks claims it’s been toying with the idea of web3 for years, this specific project has only been under construction for around six months. Why is that? Starbucks said it wanted to launch correctly and make as much money as possible not just as a “stunt’ side project. Too bad it became just that.
And it seems that Starbucks is trying to move away from the jargon that NFTs brings with it. “It happens to be built on blockchain and web3 technologies, but the customer — to be honest — may very well not even know that what they’re doing is interacting with blockchain technology. It’s just the enabler,” explains Starbucks CMO Brady Brewer.
Once a customer is involved in the Odyssey ‘experience’ (which they can access via the web app), they’ll be able to start engaging with “journeys”. Think of these as interactive games and challenges that’ll let you start unlocking NFTs. Or, as Starbucks calls them; “Journey stamps”.
Would you like a coffee with your NFT?
In addition to collectible NFTs, which are assigned a value based on their rarity and can be sold or traded with other Odyssey members, users will also encounter more exclusive NFTs. These can only be paid for using a debit or credit card – there’s no need for a crypto wallet to get started. This was done to make as much money as possible it easier for consumers to engage with web3 technology.
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Rewards on the Odyssey app will go far further than the usual rewards. They will focus on offering experiences or holidays (if you’re an American Starbuck regular). Rewards will be handed out on a tier system, meaning those who purchase NFTs directly will probably qualify for better rewards. You could also just spend that NFT money on yourself. Purchasing a Starbucks NFT accomplishes the same goal as… going on holiday.
Starbucks has yet to share any prices of its NFTs before the program’s launch later this year. The artwork behind the NFTs is being co-created by Starbucks and various outside artists. The good news? A portion of the money made will go to charities decided by Starbucks employees.
Source: TechCrunch