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
  • 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.
  • Posted on: 11/08/2016

    Omnichannel changes how retailers make price and promo decisions

    I agree with Max -- one price per customer. In the age of instantaneous price comparison, retailers can't afford to have single-channel pricing... unless the retailer is trying to incent shoppers to purchase through a particular channel.Also - about dynamic (personalized) pricing - be careful.
  • Posted on: 11/07/2016

    Ode to retail: Death of the traditional mall

    Shopping isn't dead. Shopping as an activity, especially a shared activity, is alive and well. Physical destinations are still relevant for this purpose and likely will be for a long time to come. The reason? Shopping is fun.So, the question becomes -- what form will the "mall" take? To become a sought-after destination today, the shopping destination should include some local "boutiques," not just national chains. It should incorporate some local architecture, not just a big, windowless box. It should include local restaurateurs and chefs, not just Orange Julius. Finally, the experience needs to have some porosity with the outdoor space -- I don't mean only a semi-landscaped parking lot. Make it a destination.
  • Posted on: 10/13/2016

    Amazon expands lead as product search default

    In my discussions with consumers, most visit Amazon first -- even if they don't buy there. The reason: ratings and reviews. Consumers trust each other and a fair review is worth many times a brand's advertising-speak. Since Amazon is so far out ahead of the pack in terms of reviews, they stand to continue to build momentum as shoppers prefer to have one trusted space to get their info (vs. trying to find the most recent site).
  • Posted on: 10/12/2016

    Will Amazon give new meaning to convenience stores?

    The C-Store business is sui generis. I am not convinced that Amazon can leverage either its brand or core competency to cover this new and unique area. I predict that it will have trouble gaining a foothold. But if established (Big If), then who knows? Sky's the limit.
  • Posted on: 10/11/2016

    Should retail prices in-store be the same as online?

    Yes - of course.
  • Posted on: 10/10/2016

    Will retailers lose retiring boomers to experiences?

    I agree that Boomers are looking for ways to declutter, simplify and enjoy. Boomers are entering a new phase of life. Toward that end, it may be more productive for retailers to look to the need gaps among this cohort. What about a trade-in proposition? Like trading in an old car.Trade-in your old sofa, chairs, curtains, whatever, in exchange for value toward new merchandise. Encourage them to start anew with furnishings, appliances and accessories that accommodate their new phase of life.The old stuff could be donated, the resulting "discount" is the incentive for them to refresh.
  • Posted on: 09/27/2016

    Facebook customizes ads to local inventories

    It's interesting that the goal seems to be driving traffic to the store. I think that e-tailers and aggregators like Amazon would combat this with a clickable link and free returns.
  • Posted on: 09/19/2016

    Are you ready for Generation Z?

    Generation Z will be more demanding of "instant" products and services -- see today's article "Amazon Delivers Beauty Products in an hour." But they are also inured to using technology to shop and procure goods. That means that the role of the salesperson, or store assistant will be forever changed when they come of age. Retailers need to get ready for the next generation of shoppers to navigate merchandise with their mobiles and provide an individual experience for each.
  • Posted on: 08/16/2016

    Are supermarkets digitally disconnected from retailing reality?

    Grocery needs to decide the role it wants to play in the lives of shoppers.The younger generation of consumers are hooked on immediate consumption and spontaneity. In fact, 20 percent of Millennial shoppers consume their grocery purchases within two hours of the transaction. That consumption pattern competes with restaurant take-out. So many grocers are shifting toward a grocerant format (Fresh Market, et al.), allowing customers to browse in a pleasant environment for heat-and-eat dinner choices.Let's say a grocer is in fact competing with restaurant take-out, what is the logical digital connection? What is Omnichannel? Well, it isn't Facebook. It's more likely an app such as GrubHub, which caters to the 4 p.m. "what's for dinner?" crowd.All of this is to say, I'm not convinced that grocers are seeing the landscape of consumer choices and shopping dynamics clearly. Most need a good ethnographic study to enable effective digital strategies.
  • Posted on: 08/15/2016

    Is brick & mortar ready to leverage in-store shopper data?

    Sure, physical stores need to become expert at gathering and leveraging shopper data. But Chris Petersen makes a great point about shopper anonymity in brick-and-mortar retail. To be more competitive with digital environments, shops need to know who is browsing and connect that with who is buying.To accomplish this, facial recognition technology or an RFID chip-type technology should be employed. The mere suggestion of this is enough to scare many pundits (and shoppers). However, let's not forget that it was not that long ago that the very presence of video cameras was shocking. Now, those are de rigueur.
  • 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.

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