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. There is, however, still a gulf between what the retailer sees as ‘shopper centric’ and what the manufacturer believes. Both have long thought of the shopper at the heart of their planning processes…but for a retailer this is in terms of stores and categories, whilst a manufacturer automatically thinks in terms of their brands. If both are going to ‘Win with Shoppers’, both parties need to work collaboratively to really deliver against shopper expectations. In this thought piece, John Coll and Lindsay Cowan explain why retailers and manufacturers should work on a collaborative process of building shopper-centric business plans which deliver clear value propositions for the shopper.