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From The Blockchain
Starbucks’ On-Chain Loyalty Program is Kicking Butt… Why This Brand Strategy Works Ft: Adam Brotman
Sep 12, 2023
Adam Brotman, expert in enhancing brand-customer relationships and digital marketing, discusses the success of Starbucks' blockchain-based loyalty program. Topics include community-building, storytelling, and the role of blockchain in digital collectibles and brand strategies.
40:37
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Quick takeaways
- Brands should prioritize building strong emotional connections through digital innovation, incorporating community, ownership, storytelling, and gamification.
- Organizations should embrace experimentation with emerging technologies like AI, web3, and the metaverse to drive customer acquisition, loyalty, and frequency, fostering a culture that values continuous learning and improvement.
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Incorporating web3 for a stronger customer relationship
To drive innovation and enhance customer relationships, brands should focus on innovative ways to use digital tools, such as web3, to establish a stronger emotional connection with their customers. This emphasis on emotional connection over transactional interactions is crucial, particularly with millennial and Gen Z audiences in a post-pandemic world. Brands can incorporate community, ownership, storytelling, and gamification to foster a deeper connection with their customers. By creating a sense of community, brands can tap into the storytelling abilities of their super fans and encourage customer engagement and participation. Web3 technology, such as NFTs, can further enhance this connection by offering digital collectibles, leveraging blockchain to establish ownership, scarcity, and value. Overall, brands should view web3 as a tool to enhance their customer relationship strategies but should prioritize building strong emotional connections through digital innovation.
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