Famous brands can create NFT loyalty programs with the Salesforce Platform
Mattel, Crown Royal, and Scotch & Soda have minted many NFTs since the program started.
Salesforce Web3
A top customer relationship management firm, Salesforce has created an NFT platform, Salesforce Web3, to help clients create blockchain-based loyalty programs.
Brands can now mint and sell NFTS, track their activities, and view real-time data on the Web3 platform launched this week. The launch involved a pilot program of nearly 300,000 transactions with companies like Mattel, clothing brand Scotch & Soda, and Crown Royal.
Adam Caplan, General Manager of Web3, said,
“One of the most interesting and powerful things is access to first-party data. As regulations shift and Apple changes the rules around cookies, Facebook and brands don’t want to spend all the money with some of these organizations – the crypto wallet becomes really powerful so I can directly engage with a customer and have access to that first-party data. We’ve built in consent of privacy tools to enable wallet owners to share their information if they want or just little information”.
Brands in the Loyalty Program
His response aligned with Marc Mathieu, Salesforce Web3 lead, who spoke at NFT Paris that crypto wallets are the new cookies. Mattel has a Hot Wheels NFT Garage Series of 215,000 NFT digital cars, with some allowing customers to earn physical Hot Wheels products. Scotch & Soda partnered with Salesforce to create its loyalty program – Club Soda 3.0, while Crown Royal minted over 20,000 digital collectibles.
Caplan stated that Nike and Starbucks are two of their clients venturing into the loyalty space though they have yet to subscribe to the program.
Last year February, above 400 Salesforce employees raised a petition after the company wanted to launch its NFT initiatives. After this incident, the company made a Web3 Advisory board and an Ethical Use Advisory Council with its consulting partners – Deloitte Digital, AE Studio, TIME, Media Monks, Vayner3, and Accenture.
