\n<\/p>\n
As the world<\/span> continues to become more digital, the demands and needs of consumers are changing \u2014 and NFTs might be a big part of the future for brands looking to shake up their rewards programs, Adam Brotman, co-CEO and co-founder of Forum3, said to TechCrunch.<\/p>\n \u201cWe\u2019re hearing from a lot of other brands, whether they have a loyalty program or not, that what all big brands are contending with right now is that the consumer is changing,\u201d Brotman, who is also the former chief digital officer of Starbucks, said. \u201cIt\u2019s not just Gen Z or millennials, but the consumer in general has become more hyperdigitalized and more appreciative of digital goods.\u201d<\/p>\n At the beginning of this month, Starbucks launched<\/a> a blockchain-based loyalty program and NFT community dubbed Starbucks Odyssey<\/a>. The initiative was launched through a partnership with Forum3, which helped build out the coffee giant\u2019s NFT project, Brotman said.<\/p>\n In September, Starbucks said<\/a> it envisioned the program as a way for its most loyal customers to earn a broader, more diverse set of rewards beyond the perks they can get today, like free drinks. Instead, Odyssey introduces a new platform where customers can engage with interactive activities called \u201cJourneys\u201d that, when complete, allow members to earn collectible Journey Stamps \u2014 which is Starbucks\u2019 less technical terminology for NFTs.<\/p>\n Aside from Starbucks, web3 customer loyalty-focused Forum3 has been working mainly with consumer brands, retailers (including restaurants), sports leagues and direct-to-consumer subscription companies, Brotman said.<\/p>\n \u201cOdyssey is an extension of the Starbucks loyalty program,\u201d Brotman noted. \u201cIt\u2019s an opportunity to innovate and extend loyalty.\u201d<\/p>\n