Starbucks has unveiled a new NFT loyalty programme for its rewards members and employees.

The coffeehouse chain said that the new programme, called ‘Starbucks Odyssey’, will be an extension of its existing rewards scheme.

The initiative will enable members, who can access the platform via their Starbucks Rewards login credentials, to earn and purchase digital collectible assets that will give access to new benefits and “immersive coffee experiences”.

Members can engage in a series of activities, including playing interactive games or taking on challenges to deepen their knowledge of coffee and Starbucks, said the company.

Members are rewarded for completing these tasks with a digital collectable NFT.

Members can also purchase ‘limited-edition stamps’ through a built-in marketplace within the Starbucks Odyssey web app experience.

“Leveraging Web3 technology will allow our members to access experiences and ownership that was not possible before,” said Brady Brewer, Starbucks executive vice president and chief marketing officer. “Starbucks Odyssey will transcend the foundational benefits that our Starbucks Rewards members have come to love, and unlock digital, physical and experiential benefits that are uniquely Starbucks.”

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