Consider purposeful shop reprimand (10)
I believe the answer is:
deliberate
'consider' is the definition.
('deliberate' can be a synonym of 'consider')
'purposeful shop reprimand' is the wordplay.
'purposeful shop' becomes 'deli' (deli is a kind of shop. I am not sure about the 'purposeful' bit.**).
'reprimand' becomes 'berate' ('berate' can be a synonym of 'reprimand').
'deli'+'berate'='DELIBERATE'
(Other definitions for deliberate that I've seen before include "Calculated - think carefully" , "Ponder" , "Purposeful" , "Meant" , "Well considered" .)