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: 04/22/2022

    Amazon brings Prime power to other websites

    Wow! This is the Holy Grail of aggregated retail! It's truly vendor stalls under one roof now, seamless for shoppers. Will it be successful? Heck yes. Watch out, Amazon will take over the world now.
  • Posted on: 04/12/2022

    Should dietitians patrol Kroger’s supermarket aisles?

    "Patrolling the aisles?" Who wants to be scolded by a stranger in public? I am not too sure this will be popular. That person should be trained in Karate. Sure, for a limited segment of shoppers it will be a step forward, but if many people are belligerent about even wearing a mask, imagine how they'll respond to someone telling them what to eat!
  • Posted on: 04/08/2022

    Expensive gas slows foot traffic

    Consumers have learned new ways to shop during the pandemic, including delivery and BOPIS. These have become permanent shopping journeys for many people, but they are fall-back behaviors for those who would actually prefer to shop in-store. Now that Walmart Plus is offering delivery, that monthly fee will likely be cheaper than driving to the store and back.
  • Posted on: 03/29/2022

    Walmart appears ready to quit its cigarette habit

    To me the question isn't whether Walmart will recover sales, but where those tobacco consumers will go. This move, at scale, will open the door to more specialist retailers and e-tailers, as well as boost c-store sales.
  • Posted on: 03/24/2022

    Can Dr. Pepper build a better bottle?

    It's wonderful that Dr. Pepper is working on this initiative. My question is what will happen with these new bottles? Should the consumer throw them away in the "trash"? Do they go in the recycling bin? If they go in the trash, is this a pyrrhic victory? Consumer education and the full journey of product disposal needs to be laid out, in order to complete the picture of environmental impact.
  • Posted on: 03/03/2022

    Amazon is closing all its Books, 4-Star and pop-up stores

    Amazon is smart. They diversified their physical retail offerings and implemented a fail-fast approach, to minimize their financial hit. Now they have proven winners to roll-out. Best-in-class approach.
  • Posted on: 03/01/2022

    Can shoppers save money while reducing food waste?

    Unless that is a very deep discount, I don't think that shoppers will take advantage of this offering. Also, the demographics don't line up: those tech-savvy enough to use an app to locate certain foods aren't those who will be seeking these kinds of deals.
  • Posted on: 02/25/2022

    Is Allbirds doing something wrong or something right?

    Making it online and making it in a physical store are two different things. I'm not sure their lessons from the digital space will translate.
  • Posted on: 02/24/2022

    Will shoppers engage with bitcoin loyalty rewards?

    Are you kidding?! This is FABULOUS! I would buy shrimp even if I hated it. Here's why: Bitcoin is mysterious to many, confusing to purchase, and a scary if intriguing investment. Getting Bitcoin as a promotion for eating out? A no-brainer. Plus - don't forget the bragging rights to owning Bitcoin.
  • Posted on: 02/02/2022

    Will Best Buy rule the metaverse?

    Best Buy for hardware? Sure, initially. However there are certain to be other players coming into the space. Then I remember showrooming. That's when a customer kicks the tires in-store and then seeks the best price online. I bet that's where this is headed.
  • Posted on: 02/01/2022

    Walmart customers can add a handyman to their purchases

    While the idea is good, the actual impact is likely to be one of positive publicity rather than an increase in sales. Even Lowe's and Home Depot offer services, but these are usually priced quite a bit higher (and take longer) than the professionals one can find in the community.
  • Posted on: 01/03/2022

    Hy-Vee creates its own armed security squad to deter crime

    Feel safer? Hardly! Nothing feels so cozy as an armed guard lurking near the produce... Anyway - I do believe that we will see more of this as inflation impacts consumers' ability to feed their families.
  • Posted on: 12/30/2021

    Are in-person trade shows safe (enough)?

    There is no doubt that many attendees will be canceling in early 2022, in spite of protocols. Some will attend. But without a doubt it won't be the roaring return to normal everyone hoped for.
  • Posted on: 12/09/2021

    What will it take for brands to build digital communities?

    Digital communities - including Metaverse communities - are the next big thing for brands -- but only for those in high involvement categories. I imagine there will be less enthusiasm for say, a brand of cleaning fluid than for athletic wear.
  • Posted on: 12/08/2021

    DSW finds ‘narrower and deeper’ to be the right fit for its business

    A narrower mix will turn-off some shoppers, but will excite others. It seems like they are heading into niche territory - which is generally terrific if they can own the space and secure DSW brand fanatics.

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