As a component of the company’s pilot program, Crown Royal, Scotch & Soda, and Mattel have already minted thousands of NFTs.
Salesforce, a provider of customer relationship management software, has released Salesforce Web3, an NFT management platform that enables its clients to construct token-based loyalty programs.
Salesforce Web3, launched today with subscription tiers, lets businesses mint and sell NFTs, watch blockchain activity, and view real-time customer data. The rollout follows a 257,000-transaction trial with Salesforce clients like Crown Royal, Scotch & Soda, and Mattel, maker of Barbie and Hot Wheels.
Mattel said its Hot Wheels NFT Garage Series had 215,000 digital cars, some of which let customers win physical Hot Wheels products. Scotch & Soda launched its free NFT loyalty program Club Soda 3.0 with Salesforce, and Crown Royal minted over 20,000 claimed digital collectibles tied to its care packages of Crown Royal alcohol to active military members.
“A couple years ago, brands thought of [NFTs] as a revenue generator, and that is true to some extent still—Mattel sold out in 12 hours, it was a huge success,” Caplan said. “But a lot of brands are seeing this as engagement as well, maybe there isn’t revenue and we should just giveaway these NFTs to drive personalization, community, excitement of our brand and target a younger audience.”
Caplan defined Salesforce Web3 as “blockchain agnostic” and as supporting only proof-of-stake chains. He stated that the majority of Salesforce customers utilize Ethereum or Polygon.
“A lot of our brands want to pay the gas fees for the end consumer, they don’t want the consumer to even understand there are gas fees or need to know what that is,” Caplan said.
The general manager of Salesforce Web3 added that the company chooses to avoid industry jargon such as “blockchain” and “NFT” not only to reduce friction but also due to the baggage they carry.
Caplan said that Nike and Starbucks, both of whom are Salesforce clients, are doing great things in the Web3 customer relationship space, even though neither of them has signed up for Salesforce Web3. Salesforce’s new NFT management software is aimed mainly at brands in retail and consumer goods, media, and fashion.
Last February, over 400 Salesforce employees signed a petition against the company’s NFT efforts. Salesforce, Accenture, Deloitte Digital, AE Studio, Media Monks, TIME, and Vayner3 have formed a Web3 Advisory Board and Ethical Use Advisory Council.
Content Source: decrypt.com
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