As hype subsides, Web3 gets to work for loyalty.

As hype subsides, Web3 gets to work for loyalty. Hype overshadowed real advances in Web3. Although cryptocurrencies and NFTs went through a boom-bust cycle, blockchain technologies can enable assets that are easily activated and controlled by individuals. Web3 can provide benefits for loyalty programs, including: Individual ownership of rewards. New ways to register or activate rewards Virtual goods or experiences Community. Starbucks has set an example for other brands in Web3, as the company’s Odyssey program is based on NFTs but extends an existing and highly successful program in ways most consumers should understand.