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: 03/07/2017

    Are chains cannibalizing their own in-store sales with e-commerce?

    Better to be on the bus than run over by the bus. Retailers who are successfully selling (and cannibalizing) their wares online are surviving in the digital age. Those who are not "cannibalizing" themselves may not live to see tomorrow. How long will physical stores exist as destinations? At a minimum, there will be (and are) fewer actual trips to brick-and-mortar ... therefore -- stay online, stay alive.
  • Posted on: 03/03/2017

    Will VR/AR keep consumers out of stores?

    The fascinating fact that consumers are interested in using VR to avoid going to a physical store bears investigation. What are the primary drawbacks to physical shopping? What are the irreplaceable assets? What does tech do well and poorly?Answering these questions, category by category, should begin to point the way to defining the new role of in-store shopping. Creating a physical destination, which is still relevant and irreplaceable, needs to be the mission of retailers who plan to survive the next wave of technology.
  • Posted on: 03/01/2017

    Will Target’s $7 billion investment pay off in market share gains?

    Brian Cornell is a retail leader who is really honest about the changes in the marketplace; he is preparing Target to respond effectively. Smart move: investing in small format stores, which Target does especially well. The urbanization of Millennials tees this up for success. Target carves out a space more versatile than CVS, and more upscale than Walmart.However, the ROI on their investment in digital remains to be seen. Why? The position of Target in the online space is unclear. A quick survey of other big digital players shows the challenge. Amazon is the go-to etailer, especially for subscription CPGs. seems to be a combination of price and long-tail items. In the apparel space, there are many competitive players. Carving out a compelling and differentiated space online seems to be the biggest challenge. Good luck to them.
  • Posted on: 02/28/2017

    Will smart shelves ever be smart enough for Kroger and other retailers?

    I agree with the comments so far -- smart shelves are still an emerging technology. There is potential here to truly enhance the shopping experience (including augmented reality functions, personalized messages to shopper histories, etc.). However, this is still "potential." Not only do the physical stores need to upgrade their facilities but the shoppers need to be re-trained too. This is a heck of a process on top of a routine trip which is notoriously quick.
  • Posted on: 02/07/2017

    What will lower Valentine’s Day sales mean for retail?

    Every year, among every generational cohort, the marriage rate declines. (True globally as well.) Despite this, and the numerous books and blogs about the glories of being single, marketers still treat Valentine's Day as an event for romantic couples. This is a swing and a miss for marketers -- not an indicator that consumers won't buy.Ideas: Valentine's for pets, for mom, for friends and, mostly importantly, for self.
  • Posted on: 02/02/2017

    Is omnichannel cannibalization retail’s biggest challenge?

    Omnichannel is table stakes for retailers. About cannibalization, it's the same as it ever was: optimize the basket of offerings for greatest profitability. These are new (forms of) revenue streams, so they need to analyzed for optimal performance.
  • Posted on: 02/01/2017

    How will online shopping transform the grocery business?

    Between restaurant delivery (GrubHub, Uber EATS,, meal kit delivery (like Blue Apron) and dry goods grocery delivery, there won't be much reason to "shop" the grocery store any more, except fresh. And for that we have farmers' markets and fresh delivery. Grocery needs to find a role in the future of meal solutions and home replenishment shopping. I believe that grocery needs to really corner the market on grab-and-go, grocerant-style food with some fill-in dry goods categories.
  • Posted on: 01/23/2017

    Is four-wall profitability still a relevant metric?

    Measuring bricks & mortar performance will be more important for some categories than others. In home furnishings, less important ... in CPG, more important. The reason is that consumers are shopping categories in very different ways, with different expectations of each. Fast moving goods (RTE food, OTC products) will always have a strong bricks & mortar component, because of the immediate need for consumption.
  • Posted on: 01/10/2017

    Will 2017 be the year of the chatbot?

    Yes, chatbots will be a mainstream tool -- the question is timing. But if it truly takes the 10 years that Professor Fader suggests, we may have other adjacent technologies that morph the chatbot offering even further. For example, mainstreaming AI chip implants or contact lenses with augmented reality. (These things already exist, but are not mainstream). Hey -- don't laugh! Who know we'd be mesmerized by little screens 10 years ago?
  • Posted on: 01/06/2017

    RetailWire’s top five discussions of 2016 – What will top the list in 2017?

    Here are the topics for 2017: AMAZON, AMAZON, AMAZON. Their stated goal is "to be Earth's most customer-centric company ... " This implies global domination, and I believe they are fully on the path to achieving this. The only real threat to Amazon's future is Alibaba.
  • Posted on: 01/05/2017

    Will Millennials lead a resurgence in home cooking?

    We need to redefine cooking.What qualifies as "cooking" for a Millennial is not the same as generations past. Meal assembly, heat and eat, frozen dinners and meal kits all qualify as home cooking. Will there be a "resurgence"? That depends on the economy. If the stock market continues to rise and unemployment remains low, restaurant takeaway will surge. If the economy dips down, eating at home (and any form of home "cooking") will surge.
  • Posted on: 01/04/2017

    Should workers have the right to disconnect?

    This is the 21st century version of "workers' rights."The industrial revolution spawned unions (especially the ACWA), which demanded a five-day work week and got it. Henry Ford was another five-day work week trend setter. In today's world, most of us don't quite work together the same way - we have more of a freelance society, or a gig economy. Under these conditions, and in light of constant communication, the demands of a workforce need to be kept in check in another way. How much do we "owe" an employer? A client? Our whole lives?Sanity can be achieved through cultural norms or through regulation, but let's hope it's the former.
  • Posted on: 01/03/2017

    How can retailers make online reviews more useful?

    I love the sorting function. This is especially useful for clothing and shoes, where there are a few standard ratings such as fit (runs large/small), quality and, say, arch support. These are the dimensions that prospective buyers are looking for.
  • Posted on: 12/05/2016

    Does Alexa need a screen?

    While adding a screen certainly adds some benefits, I think the real killer app would be a screen that is a "projection" onto a nearby surface. For a cook, it could be the wall, a counter or the pan itself. For the weather, it could project onto a bathroom mirror or tile. Actually, Alexa should join forces with Corning, which has screen-enabled substrates for kitchen and bath.
  • Posted on: 11/14/2016

    Where are the omnichannel metrics?

    The keys to measuring effectiveness in today's omnichannel world are conversion rates. The reason is that shoppers are coming into the retail space through a variety of doors -- so conversion rates through each door will vary no doubt, but that is the name of the game. Establishing those benchmarks is the next task of each retailer.

Contact Liz