Book review - Supermarket Wars

Supermarket Wars provides a comprehensive history and analysis of the major retail players and their drive to become fully global.

It is aimed at a wide audience, so readers with specific needs may on occasions have to "dig deep" for insight. While it is not directly aimed at media professionals, it provides a useful insight into the basis of super-market power and influence over the consumer/shopper.

From the book, you can see that given the combination of club cards, scanning data, non-foods and services, and the retailers' ability to supplement shopping insight with consumption insight, supermarkets have a far greater claim to ownership of the consumer than the brand owner. The brand owner effectively has to rent access to "his" consumer.

Another media issue is the contrast between the retailers' global influence and their need to market the store locally. The ability to focus an advertising message upon a shopper at point-of-purchase represents a significant threat to traditional media.

However, this book can help in gaining an appreciation of the basic drivers and heightens the need for a major rethink in refocusing agency efforts in developing client relationships.

Review by Brian Moore, CEO, EMR-Namnews

SUPERMARKET WARS

By Andrew Seth and Geoffrey Randall, priced £25

Published by Palgrave Macmillan

4 out of 5.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Share
Bauer launches daily football stats email The Equaliser

Bauer launches daily football stats email The Equaliser

Bauer Media has launched The Equaliser, a football-based daily email combining sports statistics and analysis, targeting desktop and mobile users.

Share
Mediacom takes over first ad break in ITV's Good Morning Britain

Mediacom takes over first ad break in ITV's Good Morning Britain

Mediacom has struck a deal with ITV to fill the first ad break of the channel's new breakfast show, 'Good Morning Britain', with spots for its clients.

Share

Get news by email