Starbucks announced cooperation with Polygon blockchain

The most popular coffee chain Starbucks is launching a new marketing strategy to attract customers using NFTs. In partnership with Polygon, the company is creating a blockchain-based loyalty program called Starbucks Odyssey. It will allow discount participants to purchase NFTs in the form of collectible digital stamps. The joint project will enable Starbucks Rewards loyalty program members and Starbucks partners in the United States to earn and purchase branded tokens.

Starbucks Vice President of Loyalty, Strategy and Marketing Ryan Butz noted that Starbucks Odyssey uses technologies that meet the company’s aspirations: «We took a carefully considered approach when choosing a blockchain, and Polygon proved to be the perfect platform for our digital community.»

Back in early August, Starbucks CEO Howard Schultz expressed optimistic forecasts from the company’s new marketing move: «The initiative will attract new customers to our retail outlets and engage existing customers. The integration of NFT will introduce new methods of emotional customer engagement and offer a wider range of rewards as part of Starbucks Rewards.» The top manager emphasized the importance of serving the consumers of the «buzzer generation»: «We don’t want to run a business where our customer base is aging. Our goal is to attract as many young people as possible.»

Currently, customers of Starbucks coffee shops and stores can use Stars loyalty points for purchases in coffee shops or in the mobile application. Anyone who wants to participate in the Starbucks loyalty program can register starting September 12 (relevant for the US).