đď¸ Welcome to "Revise and Resubmit," the podcast where we dive deep into the research that shapes the world of business, technology, and consumer behavior.
Today, weâre stepping into the fascinating world of non-fungible tokensâor NFTsâand their role in retail. Weâve seen them in high fashion, in digital art, and even in virtual real estate. But beyond the hype, do NFTs actually create value for retailers? Or are they just another passing trend in the ever-evolving marketplace?
In this episode, we explore a groundbreaking study byMartin Paul Fritze, Cait Lamberton, and Stefano Puntoni, published in theJournal of Retailing byElsevier. This research identifies three core technical features of NFTsâdecentralization, immutable encryption, and automated executionâand shows how they unlock new value in retail throughtranscendence, flexible identification, and dynamic contingencies.
Retail managers see potential in these ideas, but theyâre still struggling to connect the dots. So, whatâs stopping NFTs from becoming a mainstream retail strategy? And could they be the missing puzzle piece in redefining customer loyalty and brand engagement?
A big thank you to the authors and the publisher for this insightful research.
If you enjoyed this episode, don't forget tosubscribe to "Revise and Resubmit" on Spotify and check out ourYouTube channel, "Weekend Researcher." Weâre also available onAmazon Prime and Apple Podcastsâso wherever you listen, weâve got you covered.
See you next time, and until thenâkeep questioning, keep revising, and keep resubmitting! đď¸â¨
Reference
Fritze, M. P., Lamberton, C., & Puntoni, S. (2025). Non-fungible tokens in retailing: Sources of value and strategic implications. Journal of Retailing. https://doi.org/10.1016/j.jretai.2025.02.003
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