In the growing competitive market the success of retailers and suppliers is completely driven by the collaborative and proactive action that they take in the competitive market. Every sqft cost for the retailer should be optimized and sharing actionable information with all the stakeholders on the go is going to be the key differentiator. The 21st century shopper has at his disposal an array of technology driven choices. The theory of making a mass product and succeeding was easier in the past. In the new norm customized product offerings and services will be the key driver for success. The primary goal for the retailers and CPG manufacturers will be to improve shopper engagement. Retailer supplier collaboration would play a key role in driving that success.