Starbucks is betting it can get its customers excited about NFTs, and if it does, the company’s foray may be a case study in new ways companies can increase customer engagement.

This week, the Seattle-based coffee roaster announced its foray into Web3, dubbed Starbucks Odyssey, a blockchain-powered loyalty program for Starbucks customers and employees. Of the program, which Starbucks hopes to launch later this year, the company says its goals include deepening its relationship with its customers with the help of secure Web3 technology and connecting members of Starbucks’ existing free loyalty program with each other. Brady Brewer, executive vice president and chief marketing officer, said in a press release, “Our vision is to create a place where our digital community…