quotThe Retail Prophetquot Doug Stephens says quotyou need to take chances to get a rewardquot

"The Retail Prophet" Doug Stephens says "you need to take chances to get a reward."

'Retail Prophet' eyes new mission for stores

Retailers have to stop viewing their role as distributing products and instead focus on distributing experiences, according to Doug Stephens, a business author known as "The Retail Prophet."

His message was delivered to an industry audience at the FMI Midwinter Executive Conference in Miami Beach.

Stephens urged the industry to measure stores in ways that go beyond standard metrics like sales per square foot or sales per store. These might include measures such as "experie

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