"In this book, I have shared the learning and experience that have come from twenty-five years of consumer interviews, and millions of miles walked on supermarket floors. I have learned that marketing and advertising at their best join the right people with the right brands and, at their worst, fill cupboards with products that are never used and build customer resentment. "

Phil has a unique perspective: for years he has monitored the supermarket industry from both the consumers' and the merchants' points of view. His latest book, Being the Shopper, is a primarily a handbook for merchants, helping them to understand what their shoppers are thinking, how they buy, and what they want. It's mostly in the consumer's interest, since it's usually helping merchants to serve us better. But not always. He cautions the merchant that:

"The most powerful defense that a shopper of any age has against the marketing influences presented in a supermarket is to have a shopping list prepared before entering the store. Not only will it save money by limiting impulse purchases, but it will also make the shopper feel that he or she is a more prepared, better shopper doing the best for their family. Good news for them, bad news for you, the brand marketer. The shopping list is your enemy, unless you are able to secure your place on it week after week."

We wholeheartedly agree, and of course we believe that a smart shopping list offers much more protection. You'll see why if you study the chapters in Part Four -- Shopper's Sense-Abilities -- that describe how merchants can and do appeal to all your senses in subtle and powerful ways while you're in the store. You may also want to check out ValuPage.com, the internet-age coupon site that Phil recommends. They have a slick concept for convenient couponing that you might prefer to traditional coupons.

Recommendation

• Saving money at the supermarket
  
  
• The SupermarketGuru.com site - Saving Money section

If you're interested, you can also join a consumer panel from his site.