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starbucks It is considered one of the most valuable maracs in fast food.
Studies, such as one conducted by the Harris Poll, measured which brand NFTs consumers trust.
Starbucks at NFTs is like watching Dolce and Gaballa do it and be the most successful in sales.
starbucks It is a symbol of the sale of coffeeso you know who sells your first product without this drink and without delivering it to the store, the rules change for the big brands on the market.
In a survey of Harris Poll was measured in which brands have an interest in becoming their NFTs and Nike it was placed in the lead with 57 percent of preferences; adidas45 percent; Taco Bell38 percent and the nba36 percent.
“The men surveyed also had an interest in sports tennis, but also showed interest in NFTs of Taco Bell (the fast food chain sold taco-themed GIFs and images on the NFT Rarible marketplace) or in sports. NFTs related. The source does not mention if the NBA figure refers to NBA Top Shotone of the most popular collectible card games in the sphere NFTs”, he explained Raynor of Bestanalyst of Statistaexclusively to platform subscribers.
Starbucks and an unexpected product
starbucks enter the market of NFTs and masterfully put up for sale two thousand NFTswhich sold out in 20 minutes, which marked a crucial precedent for the brand in the digital market, in which coins in this format have attracted attention because they are online assets that are being marketed by entities seeking to sell experiences.
Starbucks strategy with NFTs It is interesting because it is a service that at first, with Odissey, launched exclusively to the community of consumers subscribed to its rewards program, so on that occasion the idea was sold as an ability to get hold of these digital collectibles, as a key to enter immersive coffee experiences, so now that it has released the NFTs belonging to The Mermaid Collection For 100 dollars or close to two thousand pesos, it was the first time that it has sold a product that is not tangible and that is not delivered in its stores, which are the key space for this brand.
One aspect that Starbucks is letting us see is that this and other brands are coming to Web3.0 communities where they will be following increasingly innovative digital parameters and, importantly, brand experiences dictated by new technologies.
The program in question from the famous coffee chain is called starbucks odysseywill allow the United States to get hold of these NFTs with which benefits of immersive experiences are acquired.
“This stamp is one of two thousand unique pieces that make up the Starbucks Siren Collection and can only be purchased by Starbucks Odyssey members. Each member can purchase up to two Stamps from this collection”, explained the brand of its digital stamps.
With this, Starbucks has boasted of being the first company to integrate NFTs into its loyalty program, to reinforce the digital community that previously only found the brand to measure the times they have purchased in the store and to know the opportunities of shop on special edition products.
“Starbucks has always served as the Third Place, a place between home and work where you feel the warmth of connection to coffee, community and belonging. The experience starbucks odyssey it will extend Third Place’s connection to the digital world,” he said on that occasion. Brady BrewerExecutive Vice President and Chief Marketing Officer of Starbucks.
Starbucks is not the first brand to sell NFTs, if it stands out because they sold out, but this strategy has already been carried out by luxury brands such as Dolce And Gabbana, which launched the Collezione Genesi, considered the most successful in reaching sales per six million 120 thousand dollars, followed by RTFKT, which launched the Fewo Sneakers achieving sales of three thousand 100 million dollars.
Burberry He launched The Burberry Blanko and this achieved sales for 374 thousand dollars, while Chito x Givenchy NFT it reached sales of 159 thousand dollars.
This exercise that the brands have carried out helps us to identify the value that there is in a brand that enters the NFT segment and how it manages to transcend before the consumer, managing to consolidate Web3.0 communities as is the commitment of Starbucks, also It is a luxury bet, thinking of it as a digitally exclusive element.