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: 01/06/2021

    How did QR codes go from DOA to killer app?

    Consumers know what to do with a QR code. It makes sense to them. Also - a QR code is easy for a retailer or even mom-and-pop restaurant to use. The public has been trained to interact with this technology that links the physical and digital worlds - and that has paved the way to adoption.
  • Posted on: 01/05/2021

    Albertsons ditching in-house drivers to deliver online orders

    This makes sense. The delivery service companies have core competencies that are acquired over time. Ultimately, it's likely cheaper and more efficient to work with these area experts. Bravo Albertsons.
  • Posted on: 01/04/2021

    Will Giant Food’s shelf labels with diversity call-outs drive sales?

    Giant and brands in the respective categories are likely to see some switching behaviors. However the proof is in whether consumers enjoy them as much or more than their previously used products. I believe that while the labels may induce a round of trial, repeat is still about meeting or exceeding consumer expectations.
  • Posted on: 12/30/2020

    Will the FAA’s new rules speed commercialization of drones?

    Lights that can be seen for three miles -- ugh. Imagine the sky at night filled with drone lights. Imagine the potential for malicious or terrorist drones through neighborhoods. On the plus side is the reduction in the carbon footprint for delivery. Drone delivery is coming. I'm not sure that security measures are enough to safeguard us against visual pollution and malicious intrusion. I don't see rules in place for either of these problems.
  • Posted on: 11/12/2020

    Will Amazon’s Dash Smart Shelf drive auto-replenishment from SMBs and consumers?

    A version of this system has been used in hotel minibars for years. The system would notify the hotel that an item had been used. Will consumers go for this? I'm not so sure. It requires that the household be pretty darn organized and not place anything else on the scale. Will that happen with kids, teens and even some dads? I think it's great for business, not so great for consumer households.
  • Posted on: 11/11/2020

    Dick’s and Etsy’s Christmas spots deal with COVID-19 realities in different ways

    The Etsy spot (which I saw broadcast on television) struck me as depressing and even a bit pathetic, rather than heart-warming. The people in the ad seem defeated, while the gift from the grandchild seems like small comfort. I am a much bigger fan of the Dick's spot, which is more upbeat. But I enjoy holiday ads that make me smile, rather than mist-over.
  • Posted on: 11/10/2020

    Moms will decide how much holiday cheer retailers enjoy this year

    Of the 73.5 million moms, the 2 million who lost their jobs -- sadly -- are likely to be those who were most economically vulnerable before the pandemic. So how will female unemployment affect seasonal retail performance? The struggle of the unemployed moms may not be visible in most aggregate numbers. Only by parsing the data will we see the impact on those hurting.
  • Posted on: 11/09/2020

    What will President Joe Biden mean for retail?

    Wall Street futures are way up today and I think that speaks volumes for the return of confidence from the business community. Also - people literally dancing in the streets over the weekend indicate that consumer confidence is rising also. Biden's administration bodes well for retail.
  • 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.

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