After the last talk about Starbucks’s NFT experiment, I found that there are still more friends who care. During this time, different channels learned more details, but there was no time to write, and it was postponed to the last day before the festival to share it quickly. If you haven’t read the first one, let’s < Starbucks’ Web3 trial >.
Background: Starbucks has the world’s leading customer loyalty system. The U.S. region alone has 27.4 million active members, contributing 53% of U.S. revenue. Starbucks now intends to restructure the system using NFT technology, a plan named Odyssey. Given the importance of membership to Starbucks, this makeover reflects Starbucks’ commitment to embracing Web3. Odyssey is willing to be a great, difficult, and incredible adventure, just as the opportunities and challenges ahead of this program lie.
In Starbucks’ Odyssey program, users receive various types of rewards (NFTs) called stamps, and are officially defined as digital collectibles, which are obtained for free by completing a game-like mission (called a journey). And NFT is just a low-level technology. Starbucks wants to make these rewards approachable and understandable and understandable. Starbucks wants stamps to be the first NFTs in the lives of high school students and old ladies, but they may not realize it at all. At the heart of the Starbucks Odyssey program is the gamification of user loyalty, creating a variety of fun experiences through concepts such as journeys (missions), stamps (NFTs) and encouraging user participation. ** And each different stamp will have a different collector’s credit in the metadata. And a user’s total score will determine his reward and the experience that can be unlocked. The rewards for users will far exceed the existing system of exchanging stars for coffee (of course, the exchange of coffee rewards will not be canceled, who does not like free coffee), there will also be airdrops, special event invitations and so on. Super Supporters can naturally earn points by completing each journey, while community members who don’t have as much energy can consider buying from other members if they also want to reach a specific score to unlock rewards.
In the first phase, Starbucks will launch a dedicated web app that is compatible with both PC and mobile. There will be a built-in marketplace where users can trade stamps in fiat currency. NFTs will be hosted within the Starbucks app, but at some point, users will be able to carry their stamps to their wallets and trade freely on open markets such as Opensea.
Starbucks calls its system the gated garden. However, it is expected that some users will begin to learn about Web3 and eventually graduate, and Starbucks will welcome everyone out of the garden and embrace the broader Web3 world.
Although Starbucks will try to block out all complex concepts as much as possible in the early stages. But they can hope to show users the charm of self-storage (self-built Web3 wallets) at a specific time and encourage everyone to experience it. Although this can be a bit dangerous, this is the most attractive thing about Web3. And when everyone walks out of the Starbucks garden and steps into the wider Web3 world. This membership loyalty system will become an open system. Starbucks doesn’t mind, and is also encouraging more brands to interact with Starbucks NFT holders. For example, Target (supermarket chain) is a partner of Starbucks, Target may say that any Starbucks collection score reaches a certain value, come to our store has a discount. There will be many such scenes.
Niftygateway and Gemini provide low-level support for fiat payments, switching between escrow and unescrow, and more. (Niftygateway is a Gemini sub-project, Ben is a family). Starbucks’ NFTs will be released on Polygon, with the main considerations being gas-friendly fees, PoS consensus (environmentally friendly), and EVM compatibility.
From a brand and experience perspective, Starbucks is about connecting people to each other. But in the past it was often a separate connection. For example, in the store, there is a one-on-one connection between customers and baristas, but there has never been a real, many-to-many, and community connection with the brand. And Web3 gives Starbucks that opportunity. So in the future there will be a token gate community and a lot of community activities. The traditional user loyalty program is boring single player game. Collect, exchange points. But web3 has changed the rules of the game. Discounts and free coffee talks are no longer the most glamorous rewards, the cultural and community experience is the most attractive part.
The actual planning and execution of the Starbucks Odyssey program was largely carried out by Forum3, which had been advising Starbucks for more than a year prior to the disclosure. The founder of Forum3, Adam Brotman, who has worked at Starbucks for ten years, can be said to have single-handedly created the system behind Starbucks’ loyalty program, and he himself has received great trust from Starbucks founder and CEO Howard Schultz, and this Starbucks NFT program has also been strongly supported by Howard, Howard once took Adam to meet with a large part of the core management, and made it clear that this goods has a play, we want to do it. Adam himself is also a Starbucks veteran cannon, and is incomparably familiar with the internal structure and business promotion system, which can be combined to advance rapidly in a bureaucratic decision-making system of the world’s top 500 companies. Even so, Adam had to do a lot of general education and missionary work on Starbucks’ internal team, so that everyone could form a consensus and consensus.
Most brands’ NFT plans don’t need to be so complicated because they’re essentially experimenting on inconsequential aspects. But Starbucks has been very brave in trying to make disruptive innovations based on its own foundational system. If it weren’t for the strong support of someone like Howard, the godfather, it would have been difficult to push it down. But the Odyssey Plan is clearly not just a project to sell relationships to push. When Starbucks’ loyalty team figured out Web3 and saw the solutions offered by Forum3, they immediately realized that “Sleeper, this is what we’re after,” because it’s a smart, innovative way of thinking about user loyalty that essentially elevates and extends our thinking about user loyalty. “smart, innovative way to essentially advance and expand our thinking on loyalty.”
The plan will be launched first in the U.S. market, the Chinese market is also under discussion, and may soon follow (the original words I heard is fast follow), and companies in all regions of the world have expressed strong interest in this plan. But the data and underlying systems in several major regions of Starbucks are actually not interoperable and have different technology stacks. The Odyssey program hopes to establish a separate layer on top of the existing technology stack, compatible and adaptable to local markets, and provide different functions according to everyone’s needs, so as to truly build a global user loyalty system.
That’s all the details we know so far. Interestingly, Starbucks also defines its NFTs as digital collections. I don’t know if this name has ever been influenced by our local unique collection. But it is clear that this number is not the same as the other number of Tibetans. I thought this plan would be Web 2.5 in order to be user-friendly, and the actual initial plan was true. But it looks like Starbucks really understands what Web3 is all about and will strive to bring you a true Web3 program in the future, a Web3 user loyalty program that embodies openness, embodys ownership, embodies innovation, connectivity, and care for community members. At present, it is difficult to determine the implementation of this plan, but if it really runs well, this is probably the first blockchain application ever to implement Mass Adoption, which can not only give tens of millions of members the opportunity to experience the charm of Web3, Starbucks will also pull everyone to help everyone further into the world of Web3.
Why Web3, a broken stamp, can’t be put on the web2 database?
I’m sorry, but I can’t do it. The essence of the user loyalty program is to give rewards, and Starbucks gives away a programmable reward, a digital collectible, but also an asset, an asset that users really own. If you don’t really own a thing, how do you call it a collectible? Can the little raccoon take away the yellowed Water Margin card at the bottom of your bookcase? No. The same goes for the Starbucks digital collection, but everything Web2 gives you can be canceled. When people realize that they really have something, it generates higher value emotionally, financially. Databases in Web2 obviously can’t do that. The interoperability of assets and data in the web3 world is another very important point. The flexibility, creativity, and collaboration that interoperability brings together can unlock many scenarios that are not currently supported, bring us unexpected things, and make network effects more likely to form.
Posted by:CoinYuppie，Reprinted with attribution to:https://coinyuppie.com/details-and-reflections-on-starbucks-nft-program/
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