Only two years! Starbucks abandons Digital third Space
▲
Click follow | Daily boutique coffee culture magazine coffee workshop
Yesterday, Starbucks announced that it would shut down its Odyssey NFT test platform on March 31. It is reported that in 2022, in order to increase the user experience, Starbucks launched the Odyssey NFT program to expand user loyalty program, and the related test platform was launched at the same time. To the surprise of the industry and users, only in the past two years, the ambitious Odyssey NFT project was terminated.
Friends should be confused about what NFT means to Starbucks users. To explain briefly, NFT is actually a cryptocurrency and is related to Bitcoin, but unlike Bitcoin, NFT has non-homogeneous characteristics, so it is very popular in the digital art industry that is worried about being copied. Users can use NFT to buy all kinds of digital art, such as music, videos, pictures, etc.
Starbucks noticed the popularity of the NFT market and combined it with the brand itself, releasing paid NFT and free NFT to accomplish specific tasks, incorporating brand culture such as iconic mermaids and green aprons into the design of NFT, making these NFT, which are closely related to Starbucks brands, evoke the collecting habits of Starbucks users and become popular in the market as soon as they are listed.
However, Starbucks released NFT not only focused on the market value of NFT, but also wanted to combine the emerging NFT with the traditional user loyalty program "Starbucks Rewards" to bring a new experience to members and partners.
Brady Brewer, executive vice president and chief marketing officer of Starbucks, said that buying a Starbucks NFT is like getting a pass to the Starbucks community around the world, which can use the community to experience coffee-centric content and opportunities to work with other brands. It is also hoped that the program will deepen the interaction with customers and enhance brand loyalty.
From the feedback of the market, Starbucks' NFT is very popular with users. Because Starbucks NFT can not only be used for collection, but also earn points for each NFT, the accumulated points can be exchanged for some substantial rewards, such as virtual coffee courses, Starbucks cups, 30-day free drinks, visits to coffee farms, etc., which also makes users who like coffee culture and Starbucks brands willing to buy NFT.
In addition, some users have the idea that when they no longer want to own Starbucks NFT, they can sell their NFT in the secondary market and cash it out. Some of the NFT sold by Starbucks can be sold at a good price in the secondary market because of its special design and limited quantity. So for some users to buy Starbucks NFT is also a kind of investment.
The Odyssey NFT project represents Starbucks' attempt in the Web3.0 field, and the platform shutdown makes industry and wind users worry about whether Starbucks is going to abandon the NFT plan completely. However, in January this year, Starbucks South Korea allowed customers to accumulate an "ecological seal" by buying designated drinks in exchange for a limited NFT in order to motivate customers who use recycled cups, which may mean that Starbucks has not completely given up its exploration of digital innovation projects, and maybe the platform is closed just for adjustment and improvement.
Picture from: Internet
Disclaimer: some of the pictures in this article come from the network, and some of the contents of the website, such as pictures, we will respect the origin of the original copyright, but due to the large number, there will be individual pictures and texts not in time to indicate, please forgive me. If the original author has any disputes can contact the website to deal with, once verified we will immediately correct, by the "coffee workshop" collation and editing, reprint please indicate, if infringement, please inform deletion, thank you ~!
FrontStreet Coffee is a long-established specialty coffee roaster in Guangzhou China, selling freshly roasted beans from its own farm in Yunnan as well as dozens of carefully selected single-origin beans from around the world for both pour-over and espresso. The products deliver consistently excellent quality and great value, with shipping within 24 hours. Guangzhou’s FrontStreet Coffee shop is recommended by many coffee lovers, and the beans are now available online at the Tmall 。
Important Notice :
前街咖啡 FrontStreet Coffee has moved to new addredd:
FrontStreet Coffee Address: 315,Donghua East Road,GuangZhou
Tel:020 38364473
- Prev
"copycat Manner" appears in Hong Kong? Official: forced to change his name
▲ Click to follow | Daily boutique Coffee Culture Magazine Coffee Workshop recently, some Hong Kong netizens found a "fake Manner" coffee shop while shopping in a large local supermarket. According to the photos provided by netizens, the coffee shop's brand logo, overall decoration style, product posters and so on.
- Next
Ethiopian Coffee Bean | introduction of Godding Cooperative Coffee beans in Yega Xuefei producing area
In Africa, there are many coffee producing countries, such as Rwanda, Kenya, Ethiopia and so on. Ethiopia has the largest coffee gene pool in the world and has a wide variety of coffee. It is estimated that there are nearly 15000 coffee varieties in Ethiopia today. It is also recognized as the birthplace of coffee and the largest in Africa.
Related
- Can you make coffee with cola? Is hand-brewed coffee and iced coke good?
- How long will coffee beans go bad? Is the shelf life of coffee beans 12 months? How to tell if the coffee is bad?
- What is "extremely light roasted coffee"? The difference between Nordic roasted coffee and Japanese deep-roasted coffee
- Why does Ice-Drip coffee smell wine when it is left for a long time? How many days is recommended to finish drinking ice drops? Why do I feel astringent when I just made ice drops?
- Why are there so few coffee shops selling avgado? What kind of ice cream tastes good for Avgado? The origin of Affogato, the taste of making
- How to choose props for beginners in coffee pulling? What equipment do I need to teach myself latte?
- Should the direction of hand-brewed coffee circle be from inside out or from outside to inside? How to teach the size of the coffee circle
- There are many ways to make mocha pot latte. How to add milk to Mocha pot coffee is better to drink? Can a mocha pot be extracted with milk?
- Why can't the flavor of hanging ear coffee be brewed? How to control the concentration of coffee during the season?
- Barista's professional knowledge sharing: Is there a difference between latte and piccolo and Gibraltar Cotado? What is Blue Bottle Coffee's signature milk coffee?