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.

Liz Crawford is the author of "The Shopper Economy" (McGraw-Hill), which won UK-based Expert Marketer Magazine's Silver Award.
  • Posted on: 02/12/2020

    Will Pop Up Grocer bring discovery to grocery retailing?

    I love it! Intercept the shopper with a boutique experience -- what a great way to drive trial. Shoppers will be more inclined toward impulse purchasing under these circumstances as well. Bravo.
  • Posted on: 02/11/2020

    Will Staples’ new concept Connect with small business owners?

    Great idea! I bet it'll be more successful in urban areas, where space is at a premium. Also, Staples offers a competitive advantage over Starbucks in that there aren't baristas shouting, "Next!" Also, there are private rooms and office services and of course, supplies. I do agree with Dave -- the fees are a mistake.
  • Posted on: 02/07/2020

    Will a brand refresh make Shipt a household name?

    While the business makes sense and is likely to succeed, even potentially giving Amazon a run for the money, I am not too happy with the green bag logo. It seems to imply "eco-conscious." Sure local deliveries create a smaller carbon footprint than long-distance deliveries, but there are a few other issues in play as well. The website shows a reusable green bag, delivering groceries. However, when I text-chatted with a representative, they claimed that the deliveries come in "whatever bags the retailer uses." I asked about voluntarily re-using my own bags; but no, they don't do that (according to the person I chatted with). Delivery services, in general, are challenged to become more eco-friendly (see Amazon's efforts). But the speed of delivery coupled with more trips for single-use items add to the environmental impact. Whatever we do in terms of delivery and single-use products, let's raise awareness of these issues and be careful not to greenwash.
  • Posted on: 02/04/2020

    Can luxury retail attract a new generation of shoppers?

    Luxury is perennially appealing. The difference is how it is expressed. Audi's Super Bowl ad did a great job of showcasing the differences.
  • Posted on: 02/03/2020

    Which commercial won the Super Bowl?

    Tide received only 6 percent of BrainTrust votes for the top spot. Here's why I believe it deserves first place: the mini-ads created an ongoing story, which was cumulatively impactful and seared the brand into the brain. Multiple mentions enabled the brand to own the entire event.
  • Posted on: 01/29/2020

    The measured store, version 2.0

    In the online world, there is little to no financial risk to monitoring shopper behavior and even conducting A/B testing. In the brick and mortar world, these activities cost. And as long as there is a cost attached, there will be lag and lack of knowledge.
  • Posted on: 01/21/2020

    Does convenience trump price for today’s consumer?

    Sure, in these go-go days of the bull market, convenience trumps price. When the market drops, the equation will shift.
  • Posted on: 01/09/2020

    Will coffee drinkers miss single-use cups?

    Finally! It's single-use disposable mealware that is contributing mightily to the solid waste stream. Bravo! And - yes - some customers will be turned off. But others will embrace the new paradigm. I believe this is the beginning of a trend that will spread across sectors.
  • Posted on: 01/08/2020

    Can casinos save the mall?

    "Regular" gamblers aren't the same as "regular" shoppers. It's pretty sad and feels a little exploitative too. I just hope they tax the hell out of it.
  • Posted on: 01/02/2020

    Are return rates out of control?

    When the home is the fitting room, and the kitchen counter is the display rack, it's no wonder returns are high. How many dresses does a consumer bring into a fitting room before deciding on one -- or none? Gene, your story is spot on. Perhaps StitchFix has it right: build returns into the business model. Ultimately, I believe retailers will need to do just that, even if they don't employ a subscription model.
  • Posted on: 12/19/2019

    The RetailWire Christmas Commercial Challenge: Target vs. Walmart

    Enough of the heavy messages! Can't we have a little fun at the holidays - please? Target gets it.
  • Posted on: 12/17/2019

    Lyft rides wave of social responsibility to fix food deserts

    The downside is that these efforts may not be profitable - from a financial standpoint. However, the effort is well worth it on humanitarian grounds, as well as for PR purposes.
  • Posted on: 12/09/2019

    Why do so many people say ‘no’ to retailer loyalty programs?

    Consumers are hip to the fact that loyalty programs benefit the retailer. Some are wary of feeling "used" to fuel the profitability of the business. Others feel that the benefits of the loyalty program simply aren't worth the hassle of getting spammed. These kinds of value exchange relationships need to be perceived as a good bargain, just like deals on merchandise; they are evaluated the same way.
  • 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.

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