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Eight Secrets to Successful Retailer-Manufacturer Collaboration

Gill Aitchison, Ipsos MarketQuest, in Ipsos Point of View, 10/2011

Shopper-centricity is a familiar term and one that has been around for some time, but it has never been more relevant than it is right now. Shoppers have become more demanding, selective, and sophisticated. The game has changed – and yet many retailers and manufacturers still play by the old rules, missing valuable opportunities to collaborate through shared insights and strategies.