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Collective action will be increasingly crucial to sustaining balance in the digital economy. Blockchain technology is poised to fundamentally alter the retail industry. Yet, many retailers have not taken the steps necessary to understand how the technology can help their business and what will be required to embrace blockchain thinking and technology. Retailers should begin collaborating with external stakeholders and partners on joint projects to stress-test how and where blockchain’s distributed ledger and shared infrastructure, in combination with smart contracts, can fit into their businesses. Retailers that move aggressively will enjoy an early advantage by converting analog and labor intensive tasks into digitally-automated processes. Any retailer seeking to capitalize on blockchain’s potential to increase operational efficiency and enable new business models and client solutions should join Bleexy Blockchain Commerce Alliance.