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Starbucks, de bekende Amerikaanse koffieketen, onderzoekt Web3 mogelijkheden. Een zogeheten Web3 loyalty program moet nieuwe klanten aantrekken en bestaande klanten behouden.
Tijdens een van de kwartaalmeetings van Q3 liet CEO Howard Schultz zich hierover uit:
“Met dit nieuwe digitale Web3 initiatief kunnen we voortbouwen op het huidige Starbucks Rewards-model met zijn krachtige “spend-to-earn Stars” aanpak, terwijl we ook nieuwe methoden introduceren om klanten emotioneel aan ons te binden.”
In diezelfde meeting bleek ook dat de koffiegigant een hogere kwartaalomzet heeft geboekt dan de drie maanden daarvoor. Er werd een omzet gedraaid van $8,2 miljard. De winst viel overigens wel lager uit.
De CEO liet verder niet heel veel los, maar liet wel weten dat ze bij Starbucks kijken naar zowel het belonen van klanten als het bouwen van een community. De stap richting Web3 richt zich met name op de jongere generaties:
“We willen niet in een business zitten waar onze klantenbasis vergrijst en waar we een minder relevante situatie hebben met jongere mensen. Starbucks is nog nooit, in onze geschiedenis, relevanter geweest dan we vandaag zijn voor Gen Z.”
De volledige bekendmaking van het Web3 initiatief wordt op 13 september verwacht, tijdens de ‘Investor Day’ van Starbucks.
Dit is, uiteraard, niet de eerste keer dat Starbucks zich gaat wagen aan crypto. Afgelopen april was al te lezen dat de multinational van plan is om nog voor het einde van dit jaar met een non-fungible token (NFT) collectie te komen. Starbucks heeft al jarenlang overal ter wereld merchandise en verzamelobjecten. NFT’s en het Web3 plan zouden hier een mooie aanvulling op zijn.
Web3 lijkt de laatste tijd steeds interessanter te worden voor grote bedrijven. Zo heeft voetbalclub FC Barcelona eerder deze week nog een mega deal getekend met Chiliz. De deal, van maar liefst $100 miljoen, is ook bedoeld om de Web3 strategie te versnellen.
FC Barcelona zet net als Starbucks in op het bouwen van een hele community van bestaande en nieuwe fans en klanten.
© 2021 Crypto Insiders B.V.
© 2021 Crypto Insiders B.V.
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