Liz Crawford

VP Research, Product Ventures

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.

Author of "The Shopper Economy" (McGraw-Hill), Winner of the Marketing Book of the Year Award, Silver Award
  • Posted on: 06/21/2017

    Will Amazon Prime Wardrobe change how Americans shop for clothes?

    To me, Amazon is a me-too playing catch up with other online apparel sites such as a, Dia&Co or Lakeside. These online subscription services paved the way for this model -- in the sense that they accommodate a certain buyer, learn their style and size and offer the arrangement of only-pay-for-what-you-keep. Sure there may be no fee, but I don't think the digital model "try on" feature will satisfy shoppers' style craving. I still don't believe in Amazon as a clothing merchant for anything beyond basics.
  • Posted on: 06/20/2017

    Can humanizing self-checkouts reduce theft?

    Humanization definitely triggers moral correctness ... when people feel that they are being watched, they are accountable. So I think the "extreme personalization" coupled with an obvious camera would be the ideal combination. It signals: "We know who you are" and "We are recording your behavior." In terms of push-back, I think people are so accustomed to cameras that they wouldn't flinch.
  • Posted on: 06/19/2017

    What happens now that Amazon is acquiring Whole Foods?

    Amazon will have a new set of retail skills to acquire -- the U.S. grocery business isn't easy (ask Tesco). But even so, the company has proven they are adaptable if nothing else.I think the stock market reaction told the story: Kroger down, Amazon/Whole Foods up. However, I am not sure this retailer will take much share from Walmart. I believe that shoppers from Target, Costco, Safeway and even regional players like Wegmans will drift toward Amazon/Whole Foods. These shoppers are looking for high quality merchandise as well as convenience. They are tech savvy and ready to adapt their habits to get what they want -- just like Amazon itself.
  • Posted on: 06/19/2017

    Did Amazon just patent tech that could end showrooming in its stores?

    Sure Amazon will deploy tech in its stores - especially now that it's bought Whole Foods. Amazon's push into traditional retail should have everyone (hello Target) shaking in their shoes.
  • Posted on: 06/13/2017

    Will Best Buy increase gadget sales with a try-before-you-buy offer?

    Best Buy is onto something here ... especially for new tech (say, wearables, VR, etc.). My prediction: Amazon will offer a me-too trial option.
  • Posted on: 05/22/2017

    How should self-checkout be incentivized?

    The self-checkout options will continue to proliferate (loved or despised) until we see improved automation.The problem isn't self checkout per se -- it's the clunky technology. When the technology is truly labor-saving then we will see it everywhere. Until then, shoppers are performing the labor usually reserved for store personnel.
  • Posted on: 04/28/2017

    Will chatbots drive a ‘conversational commerce’ trend?

    Yes -- chatbots are the next wave of consumer interaction. What will make them work? Sharp artificial intelligence. Too mechanical, and the users will drift away after their initial curiosity. But if the AI is engaging, unpredictable, delightful, funny and informative -- it's a home run. Chatbots can make interactive advertising on a one-to-one basis fun, in a way that hasn't been achieved to date (without a human being). But beware -- don't hammer users over the head with upselling.
  • Posted on: 04/27/2017

    Is Walmart’s Store No. 8 breaking boundaries or bonds with its core customers?

    Does the core Walmart consumer want this? Do the people who want this shop Walmart? It seems to be neither fish nor fowl.
  • Posted on: 04/26/2017

    Will 7-Eleven’s plan to deal with worker shortages in Japan migrate to America?

    RFID notwithstanding, I do believe that we will see greater levels of automation in brick & mortar stores. The reason may or may not be a labor shortage. The reason will be the expense of hiring human beings, along with increasing margin pressures of competing with online shopping solutions.
  • Posted on: 04/25/2017

    Would Albertsons and Whole Foods make a good match?

    A price-driven retailer managing a high-end brand experience? Bad news.
  • Posted on: 04/24/2017

    What customer service lessons can be learned from United Airlines?

    I'm not convinced that the in-store service culture (whatever its flaws) is to blame for the rush toward e-tailing. Instead, online retailing is booming because most Millennials prefer to avoid human interaction -- when buying anything. Service isn't the culprit. I believe it's the sense of personal control and instant gratification that has come from a digital lifestyle that is driving the migration to e-tailing.
  • Posted on: 04/10/2017

    Should the same-store sales metric be retired?

    Same-store metrics won't go away anytime soon -- however, they may be used differently than they have in the past. Before the age of the internet, same-store metrics were a gauge of overall retailer health. But in the era of omnichannel selling, location-based metrics will be used to help diagnose profitability of the retailer holistically. These metrics may go beyond sales, basket and frequency, and extend into uses of the real estate for supporting warehousing of fulfillment goods for online orders. The profitability of the entire "box" will be the evolution of the metrics.
  • Posted on: 04/07/2017

    Should stores charge customers extra to use disposable cups?

    I'm not sure charging consumers for the cups will do anything but tick them off. I think it is probably more effective to create cups that fit within our current behaviors (throwing into a recycle bin or regular trash can), and make them perform better after disposal.
  • Posted on: 03/31/2017

    Why is Amazon trying to convince CPG giants to go consumer direct?

    Direct-to-consumer marketing is the future for many, but not all, CPG categories. We will see a dramatic separation between the way produce and paper goods are shopped.In the past, the shopping dynamic was set -- for virtually every category of consumer goods. A shopper went to a store. The store might sell furniture or fruit or fashion, and the process was the same or very similar. Now, higher-involvement categories remain shopper destinations, while lower-involvement replenishment goods are becoming less worthy of a physical visit. The coming shake-out of category shopping dynamics will reveal which products will still sell to consumers using physical locations.
  • Posted on: 03/28/2017

    Is ‘experiential retail’ taking a new form?

    Experiential retail? It's about creating a compelling physical destination for shoppers. This could be a Costco-type treasure hunt, a sensual delight like the Whole Foods produce section or an invitation to play with color as at a MAC Cosmetics counter.Sure, staging the whole scene is immersive, but is it compelling? Connected to brand? And importantly, will this experience reflect well on the brand? I could imagine a scenario where a consumer might feel that the furnishings remind them of staying in a hotel and therefore deselect them.

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