Starbucks developed an NFT Loyalty Platform allowing customers to earn and purchase digital stamps as NTFs that unlock exclusive experiences and rewards. The platform includes a Web3 community to engage with members and partners (employees). All stamps will feature iconic Starbucks artwork co-created with Starbucks partners as well as outside artists. Members engage in Starbucks Odyssey ‘journeys,’ playing interactive games or taking on fun challenges. Members are rewarded for completing journeys with a ‘journey stamp’ (NFT). Members can purchase the ‘limited-edition stamps’ (NFTs) through a built-in marketplace within the Starbucks Odyssey web app experience. Each digital collectable stamp includes a point value based on its rarity, the stamps can be bought or sold among members within the marketplace, with ownership secured on a blockchain. As stamps are collected, members’ points will increase, unlocking access to unique benefits. Experiences range from virtual espresso Martini-making class, to access to unique merchandise and artist collaborations, to invitations to exclusive events at Starbucks Reserve Roasteries or even trips to Starbucks Hacienda Alsacia coffee farm in Costa Rica.
Starbucks Odyssey was built using technology that aligns with Starbucks sustainability aspirations and is committed to reducing its carbon, water and waste footprints. Starbucks utilised a “proof-of-stake” blockchain technology built by Polygon, which uses less energy than first generation “proof-of-work” blockchains.