.Starbucks has launched a beta test of its Web3 customer loyalty experience called Odyssey. 'Web2 brands are awakening to the opportunity for a clear use case of the blockchain,' AndySack, co-CEO of forum3_, told CoinDesk. rosieperper reports
, which helped to bring the Odyssey project to life, told CoinDesk that the idea was sparked by a desire to"delight the consumer with unique digital experiences." Sack started Forum3 with former Starbucks chief digital officer Adam Brotman, who led the creation of Starbucks' loyalty mobile app which boasts 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." Brotman is also close with Brady Brewer, Starbucks' chief marketing officer, who was key in making the idea a reality.
Sack refers to the experience as a"next-generation loyalty platform" aimed at building a brand relationship between customers and Starbucks. He told CoinDesk that other brands are starting to integrate blockchain technologies, making Web3 experiences more accessible to a mainstream 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."
"Particularly, younger consumers are looking for ways to engage with their favorite brands get to be acknowledged and delighted digitally," he continued. I think that you're gonna see a lot more of that soon."
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