Walmart’s new attempt to use blockchain to help it contact buyers of recalled, dangerous products faces up to a long-neglected reality. That reality is that almost any meaningful improvement in how quickly and completely retailers contact impacted customers and retrieve recalled products — an act that can literally save lives — will deliver the best ROI of any technology change.

Let’s set aside, for the moment, that the ability to use CRM to quickly tell shoppers, “Don’t eat those mushrooms! They’ll give you botulism,” is about the best way to generate rock-solid customer loyalty. It will also give shoppers an unbelievably powerful reason to sign up for your loyalty program and use it every time they shop.

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