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: 11/07/2022

    Will Adore Me bring love to Victoria’s Secret?

    I think women are a little savvier than we give them credit for. Shoppers today are looking for transparency and authenticity. They will see through this ploy to win back customers. It's from the same people who brought us the million-dollar diamond bra worn by supermodels. So - that's a no.
  • Posted on: 09/30/2022

    Will most Americans spend Black Friday shopping on their phones?

    Yes! Online shopping will prevail this Black Friday. Inflation-wary shoppers who are hunting for bargains can more easily compare prices online, plus save money on gas. However for a segment of shoppers, Black Friday Door Busters are a post-Thanksgiving ritual that is enjoyed as a kick-off to the holiday season. This is an event for these shoppers; retailers should create special experiences (not just sales) for them.
  • Posted on: 07/22/2022

    Is Amazon on the verge of reinventing American healthcare?

    It's true that health care needs "reinvention"; it is very slow to leverage the advantages of digitization and modern communication. However I don't think that Amazon will be the prime mover here. Instead, I think that other players in the medical industry (physicians, insurance companies, clinics) will be adopting pieces of the Amazon approach, including tele-health and prescription delivery services.
  • Posted on: 07/21/2022

    Macy’s keeps going small and off-mall

    Sure they are going off-mall. Who can blame them? Malls are dying. Macy's is setting themselves up for success by differentiating themselves as a separate destination. Good for them and fingers crossed.
  • Posted on: 07/20/2022

    Will more Americans make e-grocery delivery a weekly habit?

    It's good news in many respects to have regular replenishment shoppers on delivery. However, this also means that grocers need to be mindful of driving digital impulse buys. There isn't any captive audience waiting in the check-out line ... so sales of impulse items like gum, candies, magazines, etc. may be lost.
  • Posted on: 07/18/2022

    Should Amazon ax its private labels to appease regulators?

    Private Label is madly lucrative, once shopper behaviors are ingrained. Is appeasing regulators the only reason for ditching this? If sales are disappointing, is the assortment optimized? I agree with Nikki, it seems like there is more to this than meets the eye.
  • 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!

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