The internet of things (IoT) is transforming the way consumers shop at stores, how shoppers collect information, and how they take purchasing decisions. The way manufacturers and retailers respond to the digital enabled shopper is key to ensure positive implications for revenues and profits, ensuring that the collaborative relationship focus on providing shoppers with a better customer experience. Category management is at the center of the manufacturer-retailer relationship, urging for a transformational turmoil that enables a prompt response to the digital enabled shopper. This chapter discusses the implications of the new digital empowered shopper for the traditional category management demand-side aspects underlying the need to enhance business results by focusing on higher collaboration and automation.