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: 10/07/2020

    Apple removes other brand audio products from its store shelves

    Well, it's clearly a move to choke competition. It remains to be seen if ordering online will mute their brick-and-mortar move.
  • Posted on: 10/01/2020

    Will Amazon’s palm reader reveal the future of retail payment?

    The security of fingerprint or palm print technology seems obvious - only you have your fingerprint. If retailers, airports, and government buildings can agree on the particular biometric, then it's easy to imagine this becoming the universal sign-in and payment method. However there are clear drawbacks. Governments may have more access to the whereabouts of its citizens. That may encroach on personal privacy. (You can share a credit card, but not your fingerprint.)
  • Posted on: 09/17/2020

    Amazon Fresh grocery store opens touting low prices and cashier-free checkout

    Wow! That's innovation. Shoppers will love it. The combination of real value and contactless transactions is a winning hand for Amazon. There will be a smaller group of (probably older) shoppers who will bemoan the changes and long for the "old days." But Millennials don't want much interaction with store personnel anyway, so it's perfect.
  • Posted on: 09/16/2020

    Will Amazon’s new online store disrupt the luxury fashion and beauty business?

    Initially, Amazon and Oscar de la Renta seem to be strange bedfellows. The move comes across as a little desperate on the luxury retailer's part. However, that said, I do think that this is the perfect time to launch the site. Consumers are online, on Amazon, and a bit bored. They will discover it and look - if for no reason other than curiosity. The bigger question is - will they buy? I'm not sure how many black-tie events are happening in the next six to 12 months. We'll see.
  • Posted on: 09/14/2020

    How can grocers help ease home cooking fatigue?

    Traditional grocery may need to morph into more of a "grocerant" type retailer. Even if the seating area is closed for now, the array of precooked foods is extensive and assembling a meal from one's favorites is easy. This means building out the deli section extensively and offering new types of food. This looks less like pre-fab kits and more like gourmet-style grab and go, a la regional players like Chef's Table, Eatsy, et. al.
  • Posted on: 09/02/2020

    FAA gives permission for Amazon’s drones to take off

    This has been a long time coming - but it doesn't make it any less scary. Sure the drones will take pressure off the USPS and other carriers. However the opportunity for fraudulent drones -- those masquerading as Amazon drones -- is nervous-making. There are any number of organizations or individuals who might now see drones as a new mechanism for destruction, privacy violations, or even terrorism.
  • Posted on: 08/31/2020

    Will other booksellers follow Powell’s in just saying ‘no’ to Amazon?

    Most independent booksellers need revenue more than attitude. The best a local independent can do is to create a destination for a cult following.
  • Posted on: 08/20/2020

    Has the local movement become a way of life for Americans?

    Home is the New Frontier, after decades of moving toward a nomadic work and social life. Home-making skills such as scratch cooking, gardening for food, sewing and DIY repairs had become the purview of a dwindling number of stay-at-home folks and hobbyists. But the pandemic has turned this tide. The new normal is a rediscovery of home - its joys and its sense of security. Along with that goes patronizing local businesses, over which many feel a sense of community pride and responsibility. Those shop owners are often residents themselves, and a part of that increasingly valuable concept of home. Yes, home and local are here to stay.
  • Posted on: 08/07/2020

    Is targeting offers based on online browsing creepy?

    It IS creepy -- I say that because I'm a Baby Boomer. I bet if we parsed the data, we'd see that younger shoppers are those who are unfazed by this tracking. This will be the new normal, and the generation of shoppers who get used to it will come to expect it.
  • 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!

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