Liz Crawford

President, Crawford Consulting

Liz Crawford is the author of “The Shopper Economy” (McGraw-Hill), winner of the Marketing Book of the Year Silver Award 2013.  Today she is VP Strategy & Insights for MatchShopLab, a division of Match Marketing Group.

She brings over 20 years in brand management and consulting experience with a concentration in innovation. Her concept and new product launch, Lysol Antibacterial Kitchen Cleaner, won the Edison Award for New Products. She has launched over a dozen new products into the CPG market.

Her clients over the years have included Publix Supermarkets, Bausch & Lomb, Kimberly Clark, Safeway, MeadWestVaco, Kraft, P&G, Dannon, Johnson & Johnson, Pfizer, Nabisco, Colgate, Ford Motor, Pillsbury, and Lipton. Liz has experience conducting focus groups in Europe, China, Japan, Australia, Mexico and Morocco and throughout the U.S., reaching into a wide array of demographic and psychographic segments.

Liz has also contributed articles to publications like CBSMarketWatch, National Review Online, The Hub, Chain Drug Review and Shopper Marketing Magazine. She taught several semesters as an adjunct marketing professor at Emory University’s Goizueta Business School and New York University’s Stern MBA program. She has an MBA from New York University and a BA in English from Columbia University.

Liz has been quoted in , BusinessWeek, Brandweek, Barron’s, Women’s Wear Daily, Fox News, ABC News, Public Radio, the Associated Press, Miami Herald, Sacramento Bee, Washington Times, Drug Store News, and New Products Magazine among others.

  • Posted on: 12/04/2019

    Will Grinches steal Christmas from America’s front porch?

    The Grinch has stolen items off of my porch! It's very discouraging for customers. Even if you have RING or a similar security system, it's a while before police can track down the thief. What to do? Deliver to an Amazon safe box. Amazon owns the whole experience.
  • Posted on: 12/02/2019

    Mobile jumps out as retailers get a mixed start to the holiday season

    From a shopper's perspective - you can buy that perfect gift WHEN you remember it. No writing lists and hunting for items one by one.
  • Posted on: 11/12/2019

    What’s in store for retail in 2020?

    Technology - AI, the Internet of Things and integration of social media with retail - will be increasingly leveraged by retailers in 2020. But I believe the industry is still in learning mode. We will all watch as some efforts succeed and others fail. Perhaps the most interesting of all will be the consumer's reaction to these initiatives.
  • Posted on: 11/11/2019

    Why is Trader Joe’s hiding stuffed animals in its stores?

    Kids' games engage children and their parents. Stew Leonard's does a superb job with their animated singing characters and live petting zoo. The only concern I have about hide and seek is losing my child in the store. Anyone who has turned around and lost their kid knows the panic that ensues.
  • Posted on: 10/28/2019

    What makes voice assistants creepy?

    The issue, as always, is consent. Are consumers able to designate when they give consent to be heard, and when they do not? Even if the voice assistants claimed to deaf until summoned, would consumers believe that? Social media companies and web data collectors have abused private information in the past, why not again? It seems naive to trust a 25/7 listening device, even if it can recommend a few products.
  • Posted on: 10/25/2019

    What does artificial intelligence mean for loyalty marketing?

    Increased personalization is coming. The question is whether consumers will be delighted. Undoubtedly, some will. But I bet many will find it creepy and invasive. Further, there are sure to be unintended consequences ... such as the case of the father discovering his daughter was pregnant by mail promotions sent to her.
  • Posted on: 10/23/2019

    Will going fur-free move the needle on Macy’s brand image?

    Banning fur won't negatively impact sales, but it won't positively impact them either. Younger shoppers and eco-conscience ones don't wear fur. Older and higher end shoppers still don an occasional mink ... those customers will head to Saks or elsewhere. This move may not have much of a financial impact, but it does further define their strategic focus and target shopper.
  • Posted on: 10/18/2019

    Have Giant Food and Stop & Shop nailed ‘frictionless’ checkouts?

    The handheld ScanIt technology works ok; I see about 15% of shoppers using the devices in the store in Westport, CT. The majority of shoppers prefer other methods of checkout. The app is a step in the right direction. But the previous holdup was getting an uninterrupted WiFi connection. When technology overpromises, then gets glitchy, it is very frustrating. If they have truly solved the connection issue, this could be very interesting. Still, weirdly, some people prefer a human touch.
  • Posted on: 10/16/2019

    Will shoe swapping be the new shoe shopping?

    DSW can rest easy. This is a flash in the pan. Some consumers will have the "ick" factor; some will be put off by not finding the shoe they want in their size; others won't want a worn-looking shoe. After all, who wants to be down in the heels?
  • Posted on: 10/15/2019

    Amazon makes its social positions public

    Do as I say, not as I do. Real leadership comes from right action.
  • Posted on: 10/14/2019

    Will Best Buy wrap up Black Friday sales with a price match guarantee in October?

    A smart move by Best Buy. They are turning showrooming on its head -- let consumers shop for prices online, then go to Best Buy to purchase. Why bother going to Best Buy? Because consumers want to see and touch this high involvement purchase. Perfect solution.
  • Posted on: 10/10/2019

    Can Target’s chief merchandising officer turn Bed Bath & Beyond around?

    I don't think Mark Tritton's biggest challenge is merchandising or store experience (both of which could use improvement). Rather, Mr. Tritton's biggest challenge is re-establishing BBBY as a destination for home goods. Amazon, Target and Walmart have asserted themselves strongly in this space, in-store and online. That's a lot of catching up to do.
  • Posted on: 10/09/2019

    Why is Target helping Toys “R” Us get back online?

    Smart for Target. They are not only buying the brand name, but also the market of shoppers who are looking for a deep array in the toy category. Target now owns toys, and the pre-purchase toy experience. And if you own toys, you own Christmas.
  • Posted on: 10/04/2019

    Should companies have to pay you to use your personal data?

    Metadata is fair game. It's like counting cars through a tollbooth. Individual data, likes and dislikes, purchase history and even eavesdropped conversation (Alexa, et al), isn't. This is akin to digging through one's personal files and using them for commercial advantage. Yang is right.
  • Posted on: 10/03/2019

    What is Amazon’s ultimate Alexa strategy?

    Voice activation is as frictionless as it gets. Say it, buy it. Alexa is great for impulse buys and restocking too. Amazon is looking to create dependency on Alexa and voice-activation as a modality. The current roster of items on offer is geared to promote their gee-whiz tech halo.

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