r e v e li e m a b I’   02 Of course, there are degrees to which the The brands that do best will be those who community approach to loyalty can be shape their offering around the benefits and applied, depending on the nature of a brand utility for customers, and let the technology and its products or services. Some brands sit quietly in the background. (like fashion or homewares, perhaps) might enjoy more widespread success with loyalty It’s early days, but Starbucks is as a relationship than others (like cleaning experimenting by launching a tokenized products or car parts). That said, there are loyalty program called Odyssey, which is now estimated to be 8 billion people on the gently introducing Web3 to a mass-market planet, and every single one of them will customer by focusing on communicating find a community to which they belong— rewards and brand engagement rather than no matter how niche it may seem—so most 37 Starbucks CMO on the technology. brands should be able to find a way to Brady Brewer commented, “It happens to engage on this level. be built on blockchain and Web3 technologies, but the customer—to be It’ll be important to remember that the honest—may very well not even know technology isn’t the most interesting thing that what they’re doing is interacting with 38 When other about this for the customer—it’s simply a blockchain technology.” tool to drive engagement and facilitate brands follow suit, many customers will reap ownership. While brands need to know their the benefits of the technology without being way around Web3 and tokens, many people bogged down by it. will only be interested in what’s in it for them. + photorealistic, algorithm version 4, aspect ratio 2:3, change 100 Copyright © 2022 Accenture. All rights reserved. 25