Starbucks Launches Beta of its Web3 ‘Odyssey Loyalty Program’ ‍

‍Starbucks launched its much-awaited Starbucks Odyssey experience, which merges customer loyalty benefits with a non-fungible token (NFT) collection and other gamified components.

The popular coffee shop made the Web3 version of its Starbucks Rewards program available to a "small group of waitlist members," which included staff and customers, allowing them to participate in interactive "Journeys" that earn "Journey Stamps" in the form of Polygon-based NFTs. Users will also receive "Odyssey Points," which will grant them access to new perks and experiences in the future, such as virtual espresso martini-making workshops, unique events, and visits to Starbucks roasteries and coffee farms.

"Starbucks Odyssey is an experience, surrounded by a digital community, where members can come together, interact, and share their love of coffee," the company said in a statement. "Starbucks is using meaningful elements of Web3 technology to reward members in innovative ways."

Others on the waitlist will start receiving monthly invites in January, the company claims. Members who were invited to the beta launch will also have access to the Nifty Gateway-powered Starbucks Odyssey market, where customers can buy and trade their digital collector Stamps. According to Starbucks, Odyssey members can buy Stamps using a credit card directly, without a crypto wallet or using cryptocurrency. 

The Odyssey project was designed with backing from Forum3, whose co-founder and co-CEO, Andy Sack, said that the inspiration for the idea came from a desire to "delight the consumer with unique digital experiences." Sack founded Forum3 with former Starbucks Chief Digital Officer Adam Brotman, who coordinated the development of the company's loyalty mobile app with over 50 million registered users.

"Adam and I had been sort of deep in NFTs and digital collectibles since early January of 2021," he said. "We were contacted by [Starbucks interim CEO] Howard Schultz ... and so that set of relationships aligned."

According to Sack, the program is a "next-generation loyalty model" designed to foster a relationship between consumers and Starbucks. According to him, more firms are beginning to use blockchain technology, opening up Web3 experiences to a wider audience.

"Web2 brands are awakening to the opportunity for a clear use case of the blockchain. And it exists in the form of next-generation loyalty – we have a word for that, we call it experiential loyalty." said Sack.

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