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EUROPEAN SUPERMARKET MAGAZINE (ESM) is the dedicated pan-European magazine for the grocery retail sector.
The publication covers all the key areas of interest to senior management working in the grocery retail sector, from private-label and A-brand innovation to new-product development, as well as the latest technological advancements in supply chain and packaging, and everything in between. Through our various media platforms, we deliver the latest news and insight from this dynamic industry, seven days a week, 365 days a year.
Our readers purchase in excess of €880 billion worth of products and services for their stores each year.
If you want to get your product listed in store,
or if you want to supply your products or services to Europe’s retail chains,
then ESM is the media platform for you.“
“No magazine delivers such a clear overview on trends, developments, innovations and insights in the European retail business and beyond as ESM. For me and my team, ESM delivers great value in every issue.”
Philippe Gruyters,Managing Director, European Marketing Distribution (EMD)
Core Readership: 31,234
of retailers with responsibility for purchasing confirmed that reading about new products in a trade magazine such as ESM influences their purchasing decisions.*
[*FMI survey commissioned by ESM publishers]
90%
ESM is circulated by name and title to key executives with decision-making power for procurement within the supermarket, c-store, wholesale and cash-and-carry sectors.
These individuals include company CEOs, COOs, CIOs and, importantly, category buyers, procurement directors, trading directors, category managers and supply chain directors.
The publication is also read by senior executives working for the key FMCG companies servicing the European grocery retail sector.
ESM is also distributed at trade shows, conferences and award ceremonies across Europe over the course of the year.
COUNTRY READERSHIP
Austria 378
Belgium 805
Bosnia and Herzegovina 14
Bulgaria 105
Croatia 245
Cyprus 119
Czech Republic 602
Denmark 931
Estonia 91
Finland 238
France 2,513
Germany 3,885
Greece 273
Hungary 273
Ireland 700
Italy 2,100
Latvia 109
Lithuania 98
Luxembourg 28
Malta 14
Netherlands 3,192
Norway 308
Poland 686
Portugal 462
Romania 168
Slovakia 133
Slovenia 49
Spain 2,275
Sweden 902
Switzerland 693
United Kingdom 5,096
Rest of World 1,449
NOTE: Readership is calculated at the industry average of 3.5 readers per copy
European Supermarket Magazine is considered the pre-eminent business-to-business title, covering the grocery retail industry across Europe. Read by senior management and retail industry buyers, the magazine focuses on seven key areas of interest.
AREAS WE COVER
RETAIL AND FMCG
In an ever-changing retail landscape, it’s important to keep up to date. ESM’s extensive Retail and FMCG section brings you the latest news, insight and market reports from the trade, as well as high-profile interviews with chief executives and industry leaders. DRINKS
With the alcoholic and non-alcoholic beverage sectors accounting for a significant proportion of retail sales, ESM sheds light on the most important stories affecting the industry, as well as feature interviews with leading executives from some of Europe’s biggest drinks brands.
FRESH
The rise in healthy living has led to a boom in demand for quality fresh produce, across the fruit and vegetable, meat, dairy, seafood and bakery categories. As such, retailers need to keep informed about the latest developments in the sector, which ESM provides in its extensive Fresh section.
PRIVATE LABEL
Private label accounts for close to two-fifths (39.4%, IRI 2018) of sales in the European retail grocery space, and it is a market that continues to grow. No other publication brings you as much news, insight and innovation on this dynamic sector as ESM.
SUPPLY CHAIN
There’s more to retail than the shop floor. ESM is your source for the latest news and trends in supply chain and logistics, as well as providing the latest updates on the commodities market. TECHNOLOGY
From Amazon to Zalando, the retail sector is increasingly being driven by technology. For bricks-and-mortar retailers looking to embrace the digital age, or to keep up with the latest developments in consumer-facing technologies, ESM is your go-to source. PACKAGING
It’s often said that 80% of purchasing decisions are made in store, and thus, the role of packaging has never been as important to the grocery industry as it is now. In each issue, ESM brings you the latest news, insight and opinion from this dynamic sector.
80 ESM Issue 2 - 2017
UK | MORRISONSTEAMS UP WITHTRUESTARTMorrisons has teamed upwith startup acceleratorfirm TrueStart, to sourceyoung companies that can'provide answers to retail’sproductivity challenges'.TrueStart connects startupswith 'influential people ininfluential brands'.
GERMANY | ALDI SÜDEXPLORES ISOTOPEANALYSISAldi Süd has announced thatit is looking into isotopeanalysis as a way to guaran-tee a specific local or region-al origin of fresh produce.Isotope analysis identifiesthe ‘isotopic signature’ of thechemical elements within asubstance.
ITALY | CARREFOURITALIA CHOOSESRIVACOLDCarrefour Italia has chosenrefrigeration supplier Rivacoldas its main partner for thedevelopment and production ofits refrigeration plant in theNorth-West Logistics Centre,in Rivalta, Turin. The plantuses carbon dioxide (CO2) asits refrigerating fluid.
SWITZERLAND | COOPLAUNCHES FOOBYPLATFORMCoop Switzerland haslaunched a new online culi-nary platform, named'Fooby'. The digital platformoffers a range of services tousers, from apps and tutori-al videos to blogs, as well aslinking in with the retailer’se-commerce service.
BRIEFS
Technology❘News
Sentient Technologies, which wasfounded by the developers of thenatural language technology thatevolved into Apple's Siri, has saidthat artificial intelligence is likely to
‘transform’ the retail environment.Every decision that needs to bemade is a “potential use” for AI,said Jonathan Epstein, the compa-ny’s CMO.
“The most interesting AI product Isaw recently was the product ofFocal Systems - a hardware/soft-ware combination, which mounts onshopping carts and is able to scanshelves, using AI to understandwhat it is seeing and instantly iden-tifying which products needrestocking,” Epstein told ESM.
As more and more companiesturn to AI to help optimise theirtouchpoints with their shoppers, thebenefits can go well beyondincreased sales and/or conversionrates, Epstein added.
Artificial Intelligence Set To‘Transform’ Retail Planning
UK retailer Waitrose is trialling dig-ital shelf-edge labelling at a teststore in Cambridge until the end ofApril, as it seeks to 'explore howthe technology might be used toengage with customers in thefuture'. The full-colour LCDlabelling was introduced at thestart of February, and will be used
to support seasonal campaigns andoffer additional product informationfor customers, such as wine andfood matching.
“We are always looking at howwe can bring the Waitrose offercloser to our customers and givethem clearer, more convenientaccess to product information andrecommendations from our buy-ers," a Waitrose spokesperson said.
Waitrose Unveils 'Next-Gen' Shelf-Edge Labelling
Italian cooperative and groceryretailer Coop Alleanza 3.0 haslaunched the EasyCoop onlineservice, with home delivery of over10,000 products. The offer includes3,000 fresh products (fruit, vegeta-bles, meat, fish, dairy products,bread and pastries), the full rangeof Coop private-label brands (Fior
Fiore, Vivi Verde, Bene Sì,Crescendo, Club 4-10, Solidal,Amici Speciali, Origine) and localproducts.
Orders can be made at any time,for a minimum amount of 50, andnext-day delivery is available. TheEasyCoop service is initially avail-able in the Greater Rome area, butwill be extended gradually to otherparts of the country.
Coop Alleanza 3.0 LaunchesEasyCoop Online Service
Supermarket chain Billa haslaunched the first eBike home-delivery service in Vienna, in col-laboration with an Austrian start-up company Gleam Technologies.
The electronic motor-assistedcargo-bike can transport up to 100kilograms of goods, includingchilled goods, and can travel at aspeed of up to 25 km per hour. The E-Freight logistics project wasestablished to develop more sus-tainable transport solutions inurban areas. The project is fundedby the Climate and Energy Fund.
"We were looking for a serviceinnovation to make shopping evenmore convenient, while being envi-ronmentally friendly,” Billa boardmember Josef Siess commented.
“The Billa Cargo eBike servicecombines home delivery with sus-tainable technology, and we aredelighted to be the first to offerour customers this first-classservice.”
Billa Austria Unveils eBikeDelivery Service In Vienna
EUROPE
ITALY AUSTRIA
UK
56 ESM Issue 2 - 2017
Celebrating its 170th anniver-sary this year, Carlsberg isarguably the third most well-known Danish export, afterLego and The Little Mermaid.
It is a business that generates more than€8.4 billion in sales (or DKK 62.6 billion, inlocal currency), and last year saw a 5%operating-profit increase.
Positive numbers, certainly, but Carlsbergalso has its Achilles heel. Russia, the com-pany’s single biggest market, has beenimpacted by oil-price declines, sanctions,recession, higher beer taxes, and, since thestart of the year, a ban on the sale of large
its ‘Funding the Journey’ cost-cutting ini-tiative, launched in 2015, leading to thedisposal of its Danish Malting Group andMalawi operations last year, andCarlsberg Uzbekistan and UnitedRomanian Breweries this year.
It also saw the roll-out of a new strate-gy, SAIL’22, through which the groupwill aim to deliver on three variables: tostrengthen its core, position for growth,and deliver value for shareholders.
“Essentially, we set sail and began ourjourney in 2016,” ’t Hart tells ESM. “Ourefficiency programme, Funding theJourney, is on track and has deliveredDKK 0.5 billion of the expected benefits.
“Our new strategy, SAIL’22, has beenwell received, and implementation is pro-gressing well. Our delivery against thefinancial priorities was satisfactory.”
One of the most important aspects ofthe Funding the Journey initiative is thegroup’s value-management approach,which is “well on track”, according to ’t Hart, delivering a “solid” price/miximprovement of 3% in 2016. In addition,the group has shed around 1,200 prod-ucts from its portfolio, described by ’t Hart as “non-value-adding, complex-tailSKUs”, however, “there will be additions,as we continuously innovate.”
Growth MarketsFunding the Journey and SAIL’22 havefreed up resources to enable the companyto better focus on its primary market,Western Europe, which accounts for 41%of its total beer volume and 54% of itsEBIT.
With net revenue relatively flat (-1%)and operating profit increasing (+3%),Western Europe has provided the groupwith a platform to try new things, includ-ing its Golden Triangle initiative, whichsaw it focus more on driving profits –“[the] key to driving sustainable valuegrowth in the future,” according to ’t Hart.
“We continuously aim to strike theoptimal balance between market share,gross profit after logistics margin, orGPaL, and operating profit.”
An example of this can be found inFrance, where Carlsberg refrained fromengaging in steep discounting activities dur-ing the summer months.
BEER GIANT CARLSBERG IS A PROFITABLE GLOBALPOWERHOUSE, WITH A MYRIAD OF BRANDS, BUT ITSSINGLE BIGGEST MARKET – RUSSIA – HAS PROVENTO BE A HEADACHE. ESM CAUGHT UP WITH CHIEFEXECUTIVE CEES 'T HART TO TALK STRATEGY.
Carlsberg:A Tale Of Two Markets
Drinks❘ Carlsberg
(1.5-litre) beer bottles. For chief executiveCees ’t Hart, the ‘Russian question’ hasdominated much of analysts’ discussionssince he took over in 2015, joining fromFrieslandCampina.
Positive YearFirst, the good news. Despite seeing a 2%organic decline in pro-rata numbers lastyear, 2016 was a year of good momen-tum for the beer giant, with strong cashflow, a newly strengthened managementteam, and further reduction in its finan-cial leverage.
The year also saw the continuation of
34 ESM Issue 1 - 2017
TESCO IS VERY MUCH BACK ON TRACK AFTER A TORRID COUPLE OFYEARS. NOW IT IS SETTING OUT ON ANOTHER JOURNEY, TO BECOMEA GLOBAL LEADER IN RETAIL SUSTAINABILITY. STEPHEN WYNNE-JONES CAUGHT UP WITH TESCO CHIEF EXECUTIVE DAVE LEWIS.
The larger the ship, so the say-ing goes, the harder it is toturn, and when formerUnilever exec Dave Lewis wasappointed to head up Tesco in
2014, the retailer was mired in a deepaccounting scandal, coupled with an inflatedproduct portfolio that included everythingfrom pet insurance to tablet computers.
Two years on, however, Tesco is flying,posting group like-for-like sales growth of1.0% in the first half of the year, and on-track to deliver £1.2 billion in group operat-
ing profit by year-end. It also posted a 1.3%like-for-like increase in food sales overChristmas.
As it has recovered, so Tesco has sheditself of extraneous businesses such asDobbies (garden centres), Harris + Hoole(coffee shops) and Giraffe (family restau-rants) to focus on its core strength – groceryretail – with a focus on everyday pricing.
At the same time, however, the grouphasn't been afraid of making big moneyacquisitions that add an extra dimension toits offering; industry experts are eager to
The King
Retail & FMCG❘Tesco
The ReturnOf discover what the group’s £3.7 billionacquisition of wholesaler Booker,announced just before ESM went to press,will have on the business.
As Shore Capital’s Clive Black told thismagazine late last year, “To use a cricketingmetaphor, Tesco’s management is nowlooking to bat more on the front foot – bemore offensive, rather than defensive.”
Strong ProgressUnderstandably, the man known as ‘DrasticDave’ during his time at Unilever is delight-ed with the retailer’s upward momentum.
“Our interim results showed a half ofvery strong progress,” Lewis tells ESM. “It’sa sign of a business that’s now moving outof crisis, to one that’s showing real confi-dence in its recovery.”
In the group’s UK and Ireland business,Tesco’s half-year like-for-like sales “turnedpositive for the first time since 2011, andwe saw our third successive quarter of like-for-like growth,” he adds. “We said allalong that we wanted to build a volume-led recovery, so it was encouraging toreport UK volumes up 2.1% and transac-
Put simply, ESM offers the most targeted, effective and cost-efficient way for your company to grow its sales in Europe.
NO WASTAGE When you look at the circulation of many national grocery publications, a significant percentage is distributed to store managers and also, in certain cases, through news-stand sales. Our clients appreciate the fact that ESM is very targeted in its distribution, and, as such, they know that there is almost no wastage when it comes to their marketing spend.
PERSONALISED SERVICE At ESM, we make a point of delivering the very best service available to our clients. For that reason, we offer each client a dedicated account handler, whose function is to manage every aspect of his/her company’s campaign in a way that delivers the best results. We want each new client to feel that we are a powerful extension to his/her public-relations department.
TARGETED PLATFORM ESM enables your company to communicate with senior buyers and purchasing directors who have responsibility for purchasing the products that are sold in their stores. ESM also reaches the senior executives and main board directors with responsibility for the planning and strategy that helps their businesses succeed.
TAILORED MARKETING
With ESM, companies no longer have to align their marketing and promotional campaigns solely around particular industry events or trade shows. They can promote themselves across Europe at a strategic time that suits them, for example, around new-product developments or company milestones.
WHY SHOULD MY COMPANYBE ADVERTISING IN ESM?
COMPETITIVE EDGEBy promoting your company’s values and skill sets in the magazine of choice for the retail industry’s top procurement executives, you boost the probability of increasing market share and sales, compared to your competitors. HIGH RETURNS Due to the scale of purchases that our readers make for their stores, sales generated as a result from exposure in ESM can run into the millions, especially considering that relationships with retail chains can last for many years.
UNINTERRUPTED BRANDINGWith regular rotation of category buyers within various retail chains, advertisers in ESM can benefit from the fact that regardless of what category they were in before, buyers will be familiar with their products and services.
EXCLUSIVE ENVIRONMENT The broad nature of the clients that work with ESM means that, unlike many specialist publications, advertisers are rarely situated alongside their competitors, which has the effect of making their campaigns as impactful as possible.
SCALE Historically, most companies would not have had the budgets to advertise across all of Europe. Now, with ESM, they can target over 33 European countries in a timely and cost-efficient manner.
ESM reserves the right to accept multiple adverts at the same time. Ads will rotate in most cases
RATE CARD DIGITAL
Cross-Media News Package
Newsletter
ESM App
ESM App (320 x 480 px) Full-screen ad on ESM app
€2,000 per month
Billboard (728 x 90 px)nProminent position at masthead of newsletternPosition also available at base of newsletter
€895 per edition
Skyscraper (160 x 600 px) nProminent position along side of newsletter
€1,250 per edition
Riverblock (630 x 172 px)nPosition in between editorial content
€895 per edition
Multiple nCombination of both Billboard
and Skyscraper, or all three nMaximise your presence
throughout the ESM newsletter
€1,750 per edition
ESM reserves the right to accept more than one Billboard ad. Ads will be positioned above and below masthead, at the top of the newsletter
Note: Other combinations of
magazine and online advertising are
available. Contact the ESM sales team
for information
Adverts subject to Irish VAT, where applicable
Option 1 nText and image insertion in ESM magazine (one issue)
nText and image insertion on ESM website and news appnText and image insertion on ESM newsletter (for a period of two newsletters)
nShared across ESM’s social-media platforms
€2,950 per month
Option 2 nText and image insertion on ESM website and news app
nText and image insertion on ESM newsletter (for a period of two newsletters)nShared across ESM’s social-media platforms
€1,975 per month
MPU (300 x 250 px)nEye-catching presence at
right-hand side of each article
€2,500 per month
Multiple nCombination of both Billboard and MPU
nMaximise your presence throughout the ESM website
€3,950 per month
Billboard (728 x 90 px)n Prominent position at masthead of website
nPosition also available at base of website
€2,500 per monthESM Website
Note: Text and Image insertions are also
available for the website. Contact the ESM sales
team for more details
Note: Text and image insertions are also
available for the newsletter. Contact the ESM sales team
for more details
+ + + + + + +
“ESM is a landmark publication for large retailers. It is rich in information, and its articles are comprehensive and informative. It’s a magazine that enables us to keep up to date on what is happening in the market and what our competitors are doing.”Francesco PuglieseDirector General, Conad Italy
“Congratulations to this great editorial team, which has put so much effort into ESM over the past number of years. Projects without involvement and effort do not last, but ESM continues to thrive.”Juan Roig,President, Mercadona
“As the European market is of such importance to us, we find ESM the perfect platform from which to communicate our private-label offerings and solutions to buyers within the supermarket industry. Indeed, we have advertised very successfully thus far and continue to do so.”Shervin ZadeChief Executive, U.S. Nonwovens Corporation
“We are delighted by the response to our advertisement in ESM. It has surpassed our expectations. We are receiving two to three calls a day enquiring about our private-label products from across Europe, which demonstrates you have your distribution spot on.”Rosaleen O’HaraExport Manager, Valeo Foods Group
*Position at time of giving testimonial
“I LOOK FORWARD TO READING YOUR INTERESTING INSIGHTS AND ANALYSIS OF THE GROCERY INDUSTRY ACROSS EUROPE.”Tobias WasmuhtManaging Director, SPAR International
“I have always perceived the magazine to have its finger on the pulse when it comes to the European wholesale and retail industry, and have no doubt that this will continue into the future.”Olaf KochCEO, METRO AG
THE EUROPEAN SUPERMARKET MAGAZINEINDUSTRY COMMENTS & ENDORSEMENTSESM
“ESM has proven over the years that it is the go-to publication for anyone seeking the full picture as to what is happening in European retail.”Geir Inge StokkeCEO, Coop Norge
“We are delighted with the initiative by ESM to launch these awards as we believe they are a valuable addition to the European supermarket world.”Wouter LefevereHead Of International Buying,SPAR International
“ESM magazine gives its readers a great opportunity to learn, study and see what is going on around the continent.”Milan Kalafut,Regional Director of Sales, Kaufland Slovakia
“We at Shore Capital find ESM magazine to be a highly useful, accessible and informative resource on developments in the European consumer-goods and retail scene. Indeed, we find its geographic scope to be especially helpful and convenient for us, with good insights and well-presented and connected views.”Dr Clive Black,Head of Research, Shore Capital Stockbrokers
“I continue to be impressed by the quality of reporting in ESM. […] It’s a definite must-read for the retail executive!” Dalton Philips,Chief Executive, Morrisons*
“It’s great to see the emergence of a magazine like ESM, so that those in the retail business can find out what is going on right across the European retail sector.” Liesbeth Dekker-Weijzen,Unit Manager, Plus Retail (Netherlands)
“ESM continues to set high standards when it comes to covering the latest news from across the European retail landscape.”Ricardo Currás,CEO, DIA*
“Today a retail manager has many different solutions to have information about the European retail business community, but ESM is my favourite source.”Domenico Brisigotti,CEO, Coop Italian Food
“I enjoy reading ESM. I find it very interesting and stimulating, and we get to see what a lot of our competitors are doing. The buying team find it informative, especially on the subject of private label.”Michele Ratti,Chief Executive, Bennet SpA (Italy)
“ESM is a valuable source of all the latest news and stories in the field of own-brands. I’m already looking forward to receiving the next edition.”Thomas Rudelt,Offer-Management Director, Metro Cash & Carry
“ESM has always been a must-read for those looking to find out about European retail, and I’m sure it will continue to be so for many years to come.”Lord (Mark) Price,CEO, Waitrose*
“ESM is a professional, perfect connection between the retail market and DekaMarkt.”Pieter Rozendaal, Director, DekaMarkt (Netherlands)
“ESM: The European Supermarket Magazine is a great publication, providing very useful information about key trends, industry developments, relevant innovations and interesting news from the industry. ESM is highly recommended.”Pedro Pereira da Silva, President, DIXY Group, Russia*
*Position at time of giving testimonial
