PROFILE

Liz Crawford

SVP, Strategy & Insights, MATCHMG

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
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  • Posted on: 07/21/2016

    What does Unilever’s acquisition of Dollar Shave Club mean?

    It's much, much easier to buy eyeballs than attract them. Unilever's move is much bolder, smarter and better positioned than P&G's gesture with Tide.About the acquisition -- it may seem that the multiplier is high on the buy. But I think that it's a good value for the money. There are a few reasons for this:
    1. They acquired more than just a brand, they bought an active CRM database in a desirable demographic;
    2. The acquisition leapfrogs P&G in terms of business model, "coolness" and brand cache;
    3. DSC gives Unilever a platform to launch new items and expand its business.
    Smart buy. Watch out P&G.
  • Posted on: 07/19/2016

    Do wine and beer make for a better shopping experience?

    Brick-and-mortar retailers are looking for ways to create experience destinations ... otherwise why not shop online? Wine and beer help create that destination experience.
  • Posted on: 07/18/2016

    Pokémon Go showcases potential of augmented reality in retail

    The Great Augmented Reality is just dawning on America. While the technology has been around for a while, and even used promotionally at Walmart (and others), AR hasn't been widely adopted until today's Pokémon phenomenon. The convergence of smartphone penetration, Millennial mindset and astute gamification, has created a perfect storm for the mass adoption of AR.Now that the AR genie is out of the bottle, it surely won't go back. The upside for retailers is well beyond Walmart's early, brave forays. By adding a layer of information overtop "reality," retailers can do more than simply gamify environments; they can incent engagement and even purchase outside of the store. AR means that the four walls of retail are literally blown apart. Imagine selling a new dress by having it appear at a party or the beach. Click to buy. Imagine selling a new kind of kabob by having it appear on a grill in your backyard at dinner time. Of course, information about products, price and usage (and reviews) are part of the picture. The possibilities are endless. Welcome to the Great New Reality.
  • Posted on: 06/24/2016

    FMI Connect recap: Households now shopping as teams

    The two biggest changes to shopping behaviors are:
    1. Numerous "day-of" grocery trips (vs. plan and stock-up), and;
    2. The shift to ready-to-eat and heat-and-eat prepared foods. Even the definition of "cooking" is morphing: even heating something is "cooking".
    The implication is that grocerants will continue to rise in terms of share of stomach and wallet share. To me, the fact that more men are shopping, or sharing shopping, is a more minor aspect of the myriad shifts in shopping behaviors.
  • Posted on: 06/22/2016

    Will luxury shoppers buy electric cars at Nordstrom?

    I don't believe many Nordstrom shoppers will buy a car there, this isn't a volume play. However, this alliance showcase is a great use of advertising/PR money. Both brands will benefit from this move: the Nordstrom buyers will have exposure to a car they are likely to consider; the Tesla owners are validated in their choice of a high-end electric car.
  • Posted on: 06/21/2016

    ModCloth backs anti-Photoshop legislation

    The Dove Real Beauty campaign set the bar for truth in advertising. However, fashion isn't CPG. Better, I like the French regulations about models -- they can't be too skinny. French models need to have a doctor's certificate that they have a BMI of 18 or more. This kind of guideline helps everyone -- it levels the playing field for advertisers, helps consumers' mental health and, of course, fosters the physical health of the models themselves.
  • Posted on: 06/20/2016

    Would ‘driverless’ carts enhance shopping in stores?

    If a driverless car would take the fun out of driving, a driverless cart takes the fun out of shopping. Imagine if the driverless cart is programmed to try to sell the shopper on a new category, walk past a certain display or talk to the shopper about the benefits of a new product. I don't want a test of wills versus a shopping cart. Now I can have an argument with the cart, not just my kids.
  • Posted on: 06/03/2016

    Will drones make Walmart’s DCs hum?

    Profitability in the 21st century is all about speed and automation (fewer humans in the process). Drones help compress time and process. This is the competitive advantage of logistics today. As Walmart succeeds and realizes savings, others will follow.
  • Posted on: 06/02/2016

    Amazon Prime’s retention rates are just sick

    Once they've seen the convenience, they never wanna leave. Amazon Prime is a time saver, an "agita" saver and even to some extent a money saver. It's like EZPass -- you speed through. Who wants to sit in the cash lane anymore?
  • Posted on: 05/26/2016

    Why Apple must move beyond the ‘wow’ moment

    Apple created many wow moments because it armed the world with the handheld computer: namely, the iPhone, which included a digital camera, Siri, iTunes, etc.Once operable hardware is in everyone's hands the next breakthroughs will come in applications, software and business partnerships. These things are not in Apple's wheelhouse. Instead, it's the era for Google, Amazon and fin-tech.In 50 years, Apple will be recognized as one of the founding fathers of the digital age, but no longer its leading light.
  • Posted on: 05/25/2016

    New Wegmans draws near-record crowds

    Great reputation. Great produce. Great Corporate Citizenship. Who doesn't want Wegmans nearby?
  • Posted on: 05/23/2016

    Nordstrom expands rewards to non-card holders

    I love it. This is a great way to recruit practically everyone into their fold. Nordstrom has lowered the barrier to membership so that it makes sense for an occasional shopper, opening the door to future trips. Smart move.
  • Posted on: 05/19/2016

    Will Amazon be the first to truly nail omnichannel retailing?

    Let me amend my predictions to say that, while brick-and-mortar grocery will be hard for Amazon to match, Amazon's private Label grocery (available online with subscription) will be a roaring success. Amazon's private label will inevitably spell a guaranteed revenue stream and hefty market share for them. When shoppers are filling their subscription boxes online, Amazon's private label option is a no-brainer. Incentives and smart algorithms will only recruit buyers (at a low cost per acquisition) and cement loyalty. This online move (rather than the physical store) will negatively impact national brands and grocers alike.
  • Posted on: 05/19/2016

    Will Amazon be the first to truly nail omnichannel retailing?

    Amazon is in a unique position -- coming from pure digital to brick-and-mortar.Barnes & Noble should be very concerned, but grocers should be less worried. Why? Because in the world of physical retail stores, it will be very hard (maybe impossible) for Amazon to be all things to all people. Managing excellence in grocery is very different from managing excellence in fashion or books or furniture ... Excellence in physical retailing ranges from customer experience, to merchandising, to assortment, to lighting and paint, to location siting, to knowing your shopper and more.Here are my specific brick-and-mortar predictions:
    • Barnes & Noble will suffer. Barnes & Noble has not fared well against this behemoth so far. I don't imagine they will prevail in this latest struggle either.
    • Sharp grocers who know their business (e.g., Whole Foods, Trader Joe's, Wegmans, et. al.) won't be seriously affected. The reason is that their shoppers are loyal to these channels for a holistic experience and unique offerings. On the other hand, grocers who are less differentiated will feel the burn. That's because they are selling commodity-like products on price and deals ... and that will be the theater of war.
  • Posted on: 05/02/2016

    ‘One size fits all’ doesn’t work for Millennials

    The biggest difference between groups of Millennials is life stage: in grad school and on campus, or married with children, or single in the city. These life stages dictate much more about needs than a blanket age bracket.

    Another huge differentiator is economic stratum. The top wealthiest 5% live differently, and have different expectations, than the bottom 20%.

    A third segmentation maker is ethnic background and assimilation.

    In other words, Millennials break along the same lines as all other groups: education, income, lifestage and diversity.

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