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Loyalty360 Reads: May 6: Starbucks Launches NFT Loyalty Program, Wawa Launches Initiative for Single




Starbucks Announces Launch of NFT Loyalty Program
Starbucks announced its plan to create a series of branded NFT collections, the ownership of which initiates community membership, and allows for access to exclusive experiences and perks. The plan will roll out as a digital collectible-enhanced loyalty program powered by NFTs.

Starbucks Executive Vice President and Chief Marketing Officer, Brady Brewer, explained, “Imagine acquiring a new digital collectible from Starbucks, where that product also serves as your access pass to a global Starbucks community, one with engaging content experiences and collaboration all centered around coffee.”

Wawa Launches Initiative for Single-Use Plastic Bag Ban
Wawa recently launched its "Skip the Bag for Good" initiative on the first day of New Jersey's ban on single-use plastic bags. The goal was to make the transition away from single-use plastic bags as easy and meaningful as possible for its customers.

Wawa convenience stores gave away 1,000 free reusable bags with purchase. After the giveaway, Wawa offers New Jersey customers value-priced reusable bags for just 35 cents each. The convenience store operator also encourages customers to bring in their own reusable bags.
CMOs Pressured to Meet Increasing Demands for Consumer Interactions
Chief marketing officers’ average tenure in their posts is the lowest level in more than a decade, at just 40 months, according to the latest annual research from advisory firm Spencer Stuart. CMOs are grappling with intense pressure to drive profitable growth, meet changing demands for business transformation and keep up with increasing complexity in the broader marketing landscape, some experts say.

On top of that, brands are asking for CMOs that can both create beautiful commercials and enlist the help of various technologies to better communicate with consumers with the use of data and artificial intelligence, among other skills.

Top marketers are leading their companies through a new way of interacting with consumers. Zipporah Allen, CMO at fitness startup Strava, said marketers five to seven years ago began to think more about how the experience of using their products tied in to how consumers felt about their brands.

“I think now we’re seeing another turn,” she said, where the strength of the brand is “only going to be as good as the entirety of the experience that the customer has with your brand.”


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