coffee shop chain starbucks announced the beta release of The Starbucks Odysseya blockchain-powered loyalty program that will open up access to new benefits and immersive coffee experiences for customers.

an extension of starbucks rewards loyalty program, the beta experience was released to a small group of waitlist members, including Starbucks customers and employees. Selected participants will be able to immerse themselves in interactive activities called “Journeys” through the Starbucks rewards site. Initial activities will range from taking a virtual tour of the Starbucks coffee farm in Costa Rica to trivia about the Starbucks legacy.

Once a trip is complete, members earn Polygon-based NFTs called ‘Travel Stamps’, as well as Odyssey loyalty points to gain access to benefits and immersive experiences. Additionally, beta participants will collaborate with Starbucks to shape the future of the Odyssey experience.

“Starbucks Rewards members are some of our most loyal and engaged customers, and Starbucks Odyssey is our next big loyalty innovation to recognize, surprise and delight them,” said Brady Brewer, Starbucks executive vice president and chief marketing officer. “We are leveraging Web3 technology to reward and connect with our members in new ways, such as offering collectible digital stamps, a new digital community, and opening up access to new benefits and immersive coffee experiences, both physically and digitally.”

The program aims to make NFTs accessible to a broader customer base, as Odyssey participants can purchase Stamps directly with a credit card through the Starbucks Odyssey marketplace, without the need for a crypto or cryptocurrency wallet. . Early next year, members will be able to purchase unique and exclusive ‘Limited Edition Stamps’ (NFTs) through the marketplace.

Nifty Gateway is the NFT partner and the experience was developed in partnership with Forum3, a startup that announced a $10 million round of funding today. Forum3 co-CEO Adam Brotman was previously Starbucks’ Director of Digital Office.

Available only in the US Currently, monthly invites will continue to be offered to a broader group of waitlist members beginning in January.

There are a growing number of brands across various sectors launching blockchain-enabled loyalty programs and NFT utilities. RTKFT, owned by Nike, recently released a ‘phygital’ slipper collection, following his digital-only collection of customizable NFTs Sneakers. Warner Music plans to sell songs like NFT with LGND. Fashion designers are falling too NFT Collections For charity. With the increase in web3 and NFT based offerings from brands, the competition for “best in class” will only increase, as will customer expectations.