NFTs in retailing (Fritze et al., 2025) | Journal of Retailing

🎙️ 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, we’re stepping into the fascinating world of non-fungible tokens—or NFTs—and their role in retail. We’ve 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 NFTs—decentralization, immutable encryption, and automated execution—and shows how they unlock new value in retail throughtranscendence, flexible identification, and dynamic contingencies.Retail managers see potential in these ideas, but they’re still struggling to connect the dots. So, what’s 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." We’re also available onAmazon Prime and Apple Podcasts—so wherever you listen, we’ve got you covered.See you next time, and until then—keep questioning, keep revising, and keep resubmitting! 🎙️✨ReferenceFritze, 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.2025.02.003Youtube Channel⁠https://www.youtube.com/@weekendresearcher⁠Support us on Patreonhttps://patreon.com/weekendresearcher