I believe that this is one of the reasons Wal-Mart pulled out of PRISM
This isn't shopper marketing. It's a powerful retailer grabbing money from its suppliers. Their intention is not brand building.
At a recent meeting a marketing director of one of our packaged goods clients told me "I have never met a retailer that was interested in building brands".
Maybe he's right. In which case can shopper marketing exist beyond the retailer? What is it?