September 13th will launch Starbucks’ Web3 initiative to expand its customer loyalty program. The company intends to integrate NFTs and provide their owners access to exclusive content, and other privileges, writes TechCrunch.
Starbucks announced similar plans in May 2022. At the time, management explained that the non-fungible tokens would broaden the perception of the coffee shop chain as a “third place” — the space between home and work. Management did not provide details of the initiative.
“The NFT integration will introduce new ways to engage customers emotionally and offer a broader set of rewards within Starbucks Rewards,” CEO Howard Schultz said during a conference call with analysts.
The top manager stressed the importance of serving the consumers of the zoomer generation.
Currently, customers can redeem Stars loyalty points for in-store or app purchases.
The company appointed Adam Brotman, the architect of the ordering and smartphone payment system and Starbucks applications, as a special project consultant. In the third fiscal quarter, drive-through, delivery, and mobile orders accounted for 72% of US revenue.
