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: 06/24/2022

    Is the metaverse opportunity getting any clearer?

    Opportunities in the metaverse will unfold in stages. Initially, the metaverse will be for the curious, then for socializing, including virtual meet-ups and events. Commerce will slowly take hold and virtual malls may be set up. I don't see remote learning in the early stages here, because schools have invested time, money, and training in their digital blackboard systems - which won't be upended overnight. In terms of physical fitness - well, maybe. You will always have gym rats who love visceral connection. Remember the original mobile phone? First it was a "car phone." Then it was for talking ("Can you hear me now?"). After smartphones became ubiquitous, they became a tool for banking, social media and augmented reality. It's one step at a time.
  • Posted on: 06/23/2022

    There might soon be no one left to hire at Amazon’s warehouses

    The sheer fact that Amazon is in a position to run out of willing employees is an indictment. A company can't be obsessed over its customers to the exclusion of its own employees. Any Management 101 course will tell you that employee satisfaction is a key to long-term success. How can Amazon get there? It probably needs a few solutions. First, increased automation will reduce the number of workers needed. And, God willing, help reduce the injury rate. Second, increasing compensation and incentives should help too. Incentives could include everything from stock options to benefits for part-time workers. Amazon could also consider opening a gateway to U.S. citizenship, recruiting workers from other countries, and sponsoring them. Beyond this, the company culture needs to be addressed. Amazon should seek teaching moments from mentors like Microsoft, IBM and Google. These are rated the top three companies for workplace culture.
  • Posted on: 06/22/2022

    Can Lowe’s build something tangible in the metaverse?

    This is similar to the question of whether a retailer should sign up with Amazon or do DTC themselves. In this case, since the metaverse is pretty sparsely attended, I would opt for buying real estate on an established platform. It would be like having a storefront in a mall with more foot traffic. This isn't a case of "build it and they will come." It's more like "fish where the fish are."
  • Posted on: 06/21/2022

    Uber Eats ships big city meals nationwide

    This is fun. And while it's not a completely new concept, nationwide food delivery is definitely publicity-worthy. I see it as more of a PR move than a material revenue generator.
  • Posted on: 06/06/2022

    Does Lululemon have to sweat inflation?

    Nope. Lululemon floats above these concerns. I see the Maseratis parked outside the shop ... I don't see inflation daunting anyone there.
  • Posted on: 05/24/2022

    Are ‘neighborhood stores’ what Google fans have been searching for?

    It's all about execution. Amazon doesn't have much experience in the physical retail space, which is a different core competency. The store claims to have a lounge, to celebrate all things Brooklyn. That's a stage. That means content ... yet another core competency. I believe that the only way to succeed in this is to hire impresarios who can deliver.
  • Posted on: 05/23/2022

    Amazon tests same-day delivery from malls

    Finally, a use for those under-producing malls. But Amazon gets its tentacles into more of American life. (Yikes!)
  • 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.

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