After the blockchain technology made its grand entry into the world of transactions, cryptocurrencies, and data sharing, Starbucks announced the launch of its own blockchain-based supply tracking. Companies around the world are starting to see great potential in blockchain-based supply tracking, and Starbucks is joining the race.
Besides being a great Origin-tracking method, blockchain technology has a lot more to offer. First of all, transparency is a highly desirable feature, both for companies and for customers. Of course, we can’t underestimate the convenience factor of this technology that works hand in hand with establishing the decentralization of the services. Plus, the companies recognized great marketing potential in blockchain-based tracking tools.
Following in the footsteps of numerous entrepreneurs and retailers, Starbucks is developing its blockchain tracking tool in collaboration with Microsoft. The app is designed to provide Starbucks customers both with the transparency of the supply chain and with the information about the coffee beans’ origins. One of the main ideas behind this project is to prove to the customer that there are no ethical, health, financial or any other violations in the production process.
After the launching of the app, Starbucks customers will be able to learn about the origin of the coffee beans used for Starbucks coffee, about the local farms in South America and Africa, as well as about the whole journey that those coffee beans make before reaching the Starbucks cup.
Of course, companies are not relying on the transparency of blockchain technologies as marketing tools just because they offer an insight into the companies’ activities. There is one more thing that these technologies have to offer, and modern customers seem to respect that greatly — the humanization of production.
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Products of the largest corporations and the production process itself often seem to lack their “human side.” Giving a face to the production and delivery process can work quite well in the current marketing environment. It appears that the modern customer sometimes fails to recognize the “human” backstory behind the most popular brands. Are blockchain technologies an answer to this problem? Latest surveys show divided opinions.
While some executives believe that the blockchain technology deserves serious attention and reasonable investments, others tend to disagree. The problem arises when it comes to determining the technology’s goal. If it is used as a form of a transparent ledger, the goal is clear and works in sync with the technology’s original intention. The same goes when the goal is open data sharing or tracking because the technology provides security and convenience. But if the goal is based on some kind of mixed-use strategy, problems may occur. That showed to be the shared opinion of various survey participants.
Some executives may still be careful around this popular technology, but Starbucks seems determined to share the whole process of making one of the world’s most loved coffees with everyone. But Starbucks’ goal isn’t just to familiarize customers with the story behind their cup of coffee but also to introduce the local farmers to the world. Soon, millions of people that enjoy this famous brand will get a chance to learn about the coffee farms where it all begins. From farm to cup, the only thing that’ll remain dark is the favorite cup of coffee of many.