In a provocative piece, Canadian futurist Doug Stephens, argues that to save retail, we must let it die. Disruptive innovation is sometimes difficult to accept, as was illustrated by Ron Johnson's efforts to save JC Penney in 2011. Stephens claims that customers, shareholders and the board of Penney did not have the stomach to see though the changes proposed by Johnson. Change is now happening suddenly: e-commerce will soon drive the majority of sales; products will replenish themselves; and physical retail will no longer be a channel for buying. This will require a new business model. As was quoted in the IADS statistical presentation in October 2017, we need to "stop thinking products, and start thinking productions".

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