Influencing Shopper Demand Through Retailer - Supplier CollaborationLike a hard-wired trait that is permanently programmed in a person at the gene level, merchandising has always been dubbed as a corollary of products. To encapsulate the idea in a different way, merchandising has been decreed not to see beyond products. Naturally, to retailers who subscribe to the view of giving disproportionate importance to the product-centric model, merchandising is a core component of their game plan. But, the distinctive mood of the current retail universe becomes evident through unprecedented consumer empowerment.