A digital addition to the Starbucks Rewards loyalty programme is transitioning from a trial to a full launch. Starbucks Odyssey offers Starbucks Rewards members and employees in the United States the chance to earn and buy digital collectible NFT assets. It was first announced in September 2022 and released in beta form in December 2022.
Members of Starbucks Odyssey can participate in “journeys”—a collection of omnichannel activities—after logging in, including challenges and interactive games. Members will receive a digital collectible “journey stamp” as payment for completing journeys.
The journey stamp is an NFT (non-fungible tokens). The Starbucks Odyssey web app offers a built-in market area where Starbucks Rewards members can buy “limited-edition stamps” (NFTs). For Starbucks Odyssey members, the first set of 2,000 limited-edition stamps are now available.
The Starbucks Odyssey marketplace will offer stamps for purchase for $100 each. Also, Starbucks Odyssey programme participants will receive extra points that can be used to access the program’s premium benefits.
Each digital collectible stamp will have a point value dependent on how rare it is. Members of the marketplace can buy or sell the stamps, and ownership is verified on a blockchain. Starbucks Odyssey members will be able to access experiences that have never been made available before using bonus points from stamps, such as a virtual espresso martini-making class, one-of-a-kind products and artist collaborations, and invitations to exclusive events at Starbucks stores and coffee farms.