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: 06/01/2020

    Retail ensnared in nationwide protests

    I applaud Mr. Cornell for his support of the protesters, even as some of Target's own stores were damaged. This is wisdom and leadership.
  • Posted on: 05/29/2020

    Is purposeful giving an answer to retail’s inventory glut?

    Charitable giving is a strategic move for these retailers. Not only will their businesses get a write-off, but unemployed workers will also get NEW clothing. And not for nothing, they will also be wearing their brands.
  • Posted on: 05/27/2020

    Is Walmart about to become the king of online resale retailing?

    What a fabulous team! This is a partnership that is perfect for consumers and the environment. One of the best moves they've ever made.
  • Posted on: 05/26/2020

    What will Applebee’s and Boston Market learn from their virtual restaurants?

    It seems that speed-to-market won out over market research. It's always a good idea to check in with consumers before making moves like this. Beyond this, other restaurants are winning in this new space. Some, like Chili's, are gathering more momentum. I cite Chili's because they showed consumers how to bring the Cinco de Mayo home with them. Next, they laid out a clear step-wise plan to transition back to the dining room, while assuring diners that contactless takeout is still available.
  • Posted on: 05/21/2020

    Bob Mariano has plans to create a great ‘next-gen’ grocery store

    The question is: HOW will Mariano re-invent tasting classes and dining-in? Shoppers love an experience around food (see Eataly), but these offerings need to be re-imagined. So far, I'm not seeing those solutions.
  • Posted on: 05/19/2020

    Wegmans breaks price increase news to its customers

    I like the transparency, but just as much as the idea that the prices could "fluctuate in response" to conditions. That feels more real and reassuring than simply raising the prices, with no end in sight. Of course there may be suspicion of price gouging, whether it is happening or not.
  • Posted on: 05/07/2020

    Is it time to move beyond ‘now more than ever’ COVID-19 commercials?

    Social sentiment is moving fast - messaging needs to keep pace. Under "normal" conditions, television ads (and to some degree digital ads), can be repeated for months. Not so under COVID-19 conditions. What's next? How brands and retailers are implementing safety measures to help reassure brick-and-mortar shoppers.
  • Posted on: 05/04/2020

    Should face masks be mandatory for shoppers?

    Even if the Federal government doesn't require masks, retailers should. This is primarily for shoppers' protection and the safety of the store associates. But also, insisting on protection will reassure everyone that it is safe to shop. We will be able to recover faster.
  • Posted on: 04/30/2020

    What will retail look like if half of department stores close?

    One word: online.
  • Posted on: 04/29/2020

    Will shoppers go to the mall because Simon says it’s okay?

    According to Statista, two-thirds of Americans would be "nervous about leaving home if business resumed" (as of 4/19/20). That leaves about one-third who are not concerned. Even though protective guidelines are recommended for patrons of these malls, there are no guarantees shoppers will abide by them. I am thinking of COVID-19 deniers, protestors, and governors who reluctantly shut businesses. These early (premature?) openings may not be the best examples of how to move forward, or even what the future of shopping will look like.
  • Posted on: 04/21/2020

    How should stores reopen?

    Store managers and franchisees both have motives to reopen as early as is feasible. This may be sooner than is prudent, or even safe. Further, monitoring customers to ensure social distancing and appropriate PPE will be challenging, allowing for fresh outbreaks. Reopening with guidelines should be coming from qualified authorities - namely the CDC and/or Dr. Fauci, not a local store manager.
  • Posted on: 04/20/2020

    Is America’s food supply chain nearing its breaking point?

    Most Americans will have food. However, expect prices to increase, possibly dramatically in the coming months. This will mean the schism between the haves and the have-nots will deepen. creating more social strife. Politicians (on both sides of the aisle) may see this as an opportunity to assign blame in this election year.
  • Posted on: 04/16/2020

    What will be retail’s new normal if social distancing stays in place until 2022?

    The protests in Ohio, Michigan, and Kentucky do not bode well for enforcing social distancing measures in retail, as we move forward. I think the question is - what will the patchwork of retail look like? What will be the impact on pandemic suppression? Non-compliance will likely foster eruptions of regional outbreaks for years to come.
  • Posted on: 04/13/2020

    When should non-essential retail stores reopen?

    I agree - it's all about the infectious disease professionals. My hunch is that there may be regional relaxing of restrictions, creating a patchwork of rules. This may or may not be a good thing for containing the virus.
  • Posted on: 04/08/2020

    Will the coronavirus change how we use plastic packaging?

    The mandate for recycling is more important than ever. Many consumers aren't recycling at all, others have limited ability to do so. Plastic doesn't need to be evil per se, but only if we use it responsibly. That may be a big ask.

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