Liz Crawford

VP Planning, TPN Retail

Liz Crawford is the author of “The Shopper Economy” (McGraw-Hill), which won UK-based Expert Marketer Magazine’s Silver Award. She is currently VP Strategy at TPNRetail.

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 numerous publications, including 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.

Liz Crawford is the author of “The Shopper Economy” (McGraw-Hill), which won UK-based Expert Marketer Magazine’s Silver Award.

  • Posted on: 07/31/2020

    Nov. 2021: How should retail plan for a return to normal?

    I agree with the professor that "strict" distancing doesn't seem possible in the U.S. Sometimes the public appears to be acting like rebellious teenagers, refusing to wear masks. However be that as it may, retailers can anticipate a return of customer traffic by continuing to implement mask-wearing and frequent hand-washing among their employees, as well as sanitation procedures between shifts. These measures aren't only for employees, but also to continue to provide relatively healthy environments for a safe return.
  • Posted on: 07/29/2020

    How can retailers differentiate curbside delivery?

    How about "self serve" curbside pickup? There would be an associate manning the area, where uniform boxes or bags would be marked with either names or order number identifiers. Shoppers could come by and pick them up without much fuss. A problem? Talk to the associate manning the curbside.
  • Posted on: 07/09/2020

    Dunkin’ retreats from gas stations

    I can appreciate that the Dunkin' experience isn't fully realized as a gas station add-on. However I believe they are limiting their sales and scope needlessly. This move seems driven by pride more than profit.
  • Posted on: 07/08/2020

    Will Walmart’s best shoppers ditch Amazon Prime for Walmart+?

    An Amazon Prime membership has some social cachet, which Walmart can't match. Prime subscribers who value that cachet won't abandon their membership. Furthermore Prime's proposition may be different; an Amazon membership also provides access to original content. Walmart would have some serious catching up to do in that area. However despite all this, for many shoppers, the choice will come down to price and convenience. Walmart can compete on those measures. So we could see a price war, which could be good news for shoppers in these turbulent times.
  • Posted on: 07/07/2020

    Can remotely managed mobile-marts safely bring groceries to areas in need?

    Thanks for sharing! That's neat experience. Also -- I am concerned about vandalism, especially if economic conditions worsen....
  • Posted on: 07/07/2020

    Can remotely managed mobile-marts safely bring groceries to areas in need?

    This is a terrific idea -- not only for the era of pandemics, but also for rural areas in general. Many rural shoppers must drive long distances to get groceries. This solution provides safe, available food to those in remote places -- wherever they may be. My only concern here is the "unmanned" part. What about vandalism? What about mechanical breakdown? What about training shoppers to use the vending machines? Out-of-stocks? I don't believe the mechanics of the unmanned, mobile store are quite there yet ... just put a person on there and it's good to go!
  • Posted on: 06/15/2020

    Do retailers need a chief health officer?

    The chief health officer is the next big thing in the c-suite. Whether it's for COVID-19 or the next pandemic, this role will be increasingly imperative. Public health crises aren't going away any time soon. Establishing standards and protocols will be an important and ongoing aspect of doing business. The only part of the title I would add is safety. The chief health and safety officer should also be in charge of overseeing the physical safety of employees and customers, beyond infectious disease.
  • Posted on: 06/01/2020

    Retail ensnared in nationwide protests

    I applaud Mr. Cornell for his support of the protesters, even as some of Target's own stores were damaged. This is wisdom and leadership.
  • Posted on: 05/29/2020

    Is purposeful giving an answer to retail’s inventory glut?

    Charitable giving is a strategic move for these retailers. Not only will their businesses get a write-off, but unemployed workers will also get NEW clothing. And not for nothing, they will also be wearing their brands.
  • Posted on: 05/27/2020

    Is Walmart about to become the king of online resale retailing?

    What a fabulous team! This is a partnership that is perfect for consumers and the environment. One of the best moves they've ever made.
  • Posted on: 05/26/2020

    What will Applebee’s and Boston Market learn from their virtual restaurants?

    It seems that speed-to-market won out over market research. It's always a good idea to check in with consumers before making moves like this. Beyond this, other restaurants are winning in this new space. Some, like Chili's, are gathering more momentum. I cite Chili's because they showed consumers how to bring the Cinco de Mayo home with them. Next, they laid out a clear step-wise plan to transition back to the dining room, while assuring diners that contactless takeout is still available.
  • Posted on: 05/21/2020

    Bob Mariano has plans to create a great ‘next-gen’ grocery store

    The question is: HOW will Mariano re-invent tasting classes and dining-in? Shoppers love an experience around food (see Eataly), but these offerings need to be re-imagined. So far, I'm not seeing those solutions.
  • Posted on: 05/19/2020

    Wegmans breaks price increase news to its customers

    I like the transparency, but just as much as the idea that the prices could "fluctuate in response" to conditions. That feels more real and reassuring than simply raising the prices, with no end in sight. Of course there may be suspicion of price gouging, whether it is happening or not.
  • Posted on: 05/07/2020

    Is it time to move beyond ‘now more than ever’ COVID-19 commercials?

    Social sentiment is moving fast - messaging needs to keep pace. Under "normal" conditions, television ads (and to some degree digital ads), can be repeated for months. Not so under COVID-19 conditions. What's next? How brands and retailers are implementing safety measures to help reassure brick-and-mortar shoppers.
  • Posted on: 05/04/2020

    Should face masks be mandatory for shoppers?

    Even if the Federal government doesn't require masks, retailers should. This is primarily for shoppers' protection and the safety of the store associates. But also, insisting on protection will reassure everyone that it is safe to shop. We will be able to recover faster.

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