This article has been translated from our Spanish edition using AI technologies. There may be errors due to this process.
Starbucks gives clues about the near future: it will launch exclusive NFT collections
Aware that life is expanding into digital spaces and that so-called “third place” is no longer just physical, the company is proposing the creation of exclusive NFT’s collections to foster a sense of community around the brand.
The success of Starbucks is based on the concept of “third place” that place that is right between home and work; an extension of people’s lives in which they feel comfortable. The term was coined by the sociologist Roy Oldenburg in his book The Great Good Place in 1989 and was accepted by Howard Schulz , the CEO of Starbucks since 1986, after visiting espresso bars in Italy and thinking about adapting them to the American environment.
This “third place” is not only a physical space, but also a community where, according to Oldenburg, “those who face common problems find common ground, give substance and articulation to group feeling, and offer social support to each other. to others. ” ”.
With the arrival of virtual worlds and metaverses , these spaces are changing. What used to happen on the physical plane is starting to happen in digital environments, and Starbucks seems to have already noticed. In a post on the company blog Brady Brewer director of marketing, i Adam Brotman , explains: “While‘ Third Place ’has often been described in physical terms, a place between home and work, its essence has always been the sense of connection and belonging it provides. But in the hyper-digital age we live in, the connection to the community that Starbucks has always created is just as powerful. “
The authors explain that the brand is already working creating a global digital community which revolves around coffee and can be expanded to other areas where Starbucks has been involved, such as music, art, and books. “What if we could create a growing business, adjacent to our stores, that would ultimately benefit our partners, the community and the business? What if we could do it using technology that supports our commitment to sustainability?
What they are talking about is NFT creation and the potential they have to foster consumer loyalty to a product. At a Howard Schulz Q2 results presentation meeting with the company’s investors, the CEO also addressed the issue, talking about “new concepts of ownership and ownership models developed in Web 3.0”. Remember that Web 3.0 incorporates blockchain technology and allows the storage of user data in a decentralized manner.
The publication explains that, indeed, the company is working on the creation of several NFT collections that encourage the creation of a community and will give access to various benefits and experiences to its owners: “We plan to take a gradual approach, Ready to move forward, experiment, learn and collaborate We plan to start our first NFT collection, members and community by the end of the year, based on the art of coffee and storytelling. from a series of unique experiences and benefits worthy of Starbucks’ first NFT collection, this first collection will form the core digital community and the backbone on which we hope to build future collections and collaborations, all based on the same new ecosystem “.
Starbucks joins other companies that are experimenting with incorporating NFT into their marketing strategies.