An American coffee shop chain plans to launch a new Web3 rewards program to attract and retain customers.
Howard Schultz, acting director of Starbucks, which owns a chain of coffee shops around the world, explained that the company will soon introduce a new digital initiative that will expand the loyalty program:
“The new Web3-enabled initiative will allow us to build on Starbucks Rewards, a star-earning customer experience model. And also introduce new methods of emotional involvement.”
The network is looking at integrating an ongoing ecosystem with Starbucks-branded digital collectibles both as a reward and as a social component. According to Schultz, the full announcement will take place on September 13.
The top manager added that the transition to Web3 is part of an attempt to attract and retain a younger portion of the customer base. Starbucks doesn’t want to be in a business where the established customer base is inevitably aging and the younger generation of coffee shop fans are slowly forgetting about the franchise, he says.
In April, the company announced the release of its own collection of non-fungible tokens (NFTs) before the end of 2022. However, these plans have not yet been disclosed in more detail.
Source: Bits
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