The worldwide coffee house and brand Starbucks has launched its new loyalty program that is run entirely on the idea of using NFTs to hand over rewards. The loyalty program is currently in a closed beta for a select few to try out.
In this article below, we will discuss how the Starbucks NFT loyalty program will work and what it means for the average coffee drinker that loves Starbucks.
How Does The Starbucks NFT Loyalty Program Work
The NFT loyalty program was announced in September 2022, and the program will run on the same Web3 platform as the Starbucks Rewards and will be considered an extension of the reward program.
Currently, as of writing this article, the information released by Starbucks includes how customers can earn these articles and how many points these users must get before they make themselves a unique Starbucks NFT.
Brady Brewer, executive vice president and chief marketing officer stated on the Starbucks website, “Starbucks has a history of harnessing emerging technology to innovate on behalf of our customers and making it easily accessible and approachable for the mainstream. Our innovative spirit and the desire to continuously exceed our customers’ expectations has led to the launch of Starbucks Odyssey.”
Customers who want to earn a Starbucks NFT must take in certain activities using the Starbucks Web3 platform built in partnership with Polygon. The activities that the users will participate in will include puzzles and quizzes as a way for the customers to go on a “journey” on the history of the Starbucks brand.
Each of these activities is available on the Starbucks Web3 platform and will grant the user points once they complete them. Once the customer has gained up to 500 points on the Web3 platform, they will be rewarded with their unique Starbucks NFT.
The NFTs offered by the mermaid-branded coffee house will be coffee themed or may be themed on to what time of year it is, same as, during winter, Starbucks has its festive theme on all the cups and flavors.
Currently, as of writing this article, the loyalty program is in beta, and a select few customers have been granted access. The loyalty program is now called the Starbucks Oddessy Beta. The list of users for this closed beta includes customers and Starbucks employees.
What Is a Closed Beta and Why Do Platforms Go through Them
When a company is developing an application or platform, the system needs to go through stages of development. The devolvement stage names are given Greek alphabetical names like Alpha and Beta to denote how far the program has been developed.
Usually, the alpha stage is when the platform is still being made but has been released in a closed environment or released for the public to use in its current state. When a program is in the beta stage, most, if not all, of the development has been done, and the company is testing bugs or glitches that may happen while the program is in use.
The Starbucks loyalty program is in the beta stage, so the company has released the platform to a select few to ensure the program runs as intended and all bugs/exploits are fixed before releasing the program to the masses.
Should Companies Make NFT Loyalty Programs
There is nothing with companies wanting to make loyalty programs using the NFT blockchain as its base; it is brilliant. Not only does it attract the NFT community to the company, but it also opens up the world of NFTs to the masses.
The NFTs that customers can earn on these NFT loyalty programs may not be worth much, but when are some of the physical items you get in loyalty programs worth a lot? The idea may be novel, but it does create a stir and shows that some companies are trying to progress with the times and think out of the box. Even if these loyalty programs fail, they offer innovation and create brand attention.
