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: 06/21/2021

    Can Victoria’s Secret shift its brand image from sexy to empowering?

    I don't believe Victoria's Secret can morph into an empowerment brand. You need only look at the name. It's geared toward titillating female imagery, not to a modern empowered woman. Further, there are other newcomers who are better positioned for women's shifting sensibilities, for example: Lively, Knix, and ThirdLove. I think the best VS can do is acquire one of these fresh faces.
  • Posted on: 06/10/2021

    Will retail achieve double-digit sales growth this year?

    Sure - the pent-up demand is there. But are the goods? Rising prices will be a natural curb on white hot growth in 2021.
  • Posted on: 06/04/2021

    Voice assistant takes orders from McDonald’s drive-thru customers

    AI voice interface is here to stay. Why? It's cheaper for the seller. Automated retail is not going away. I hate interacting with a fake voice, but I'm probably a dying breed. Younger consumers are much more accepting of Siri, Alexa and the gang.
  • Posted on: 05/25/2021

    Organized theft is turning San Francisco into retail’s wild west

    Unfortunately, this coincides with a surge in gun violence as well. Overall there is a shift in the zeitgeist regarding violence and crime. Retailers can't handle this problem alone. Retailers need to work in concert with police and the FBI to combat the rise in theft, as well as assault. I wish I had the answers here - but it is a complex, multifaceted social issue.
  • Posted on: 05/24/2021

    Do chatbots need to be more likable?

    Chatting with an inane chatbot feels like an insult. Obviously the company doesn't want to pay customer service people. All of the happy talk in the world doesn't make it less demeaning.
  • Posted on: 05/21/2021

    Are student loan repayments the next big perk in retailer loyalty programs?

    Money isn't rational. If it were, cash would trump all of these other perks. I have seen consumers opt for a t-shirt rather than its equivalent in cash. Likewise, I believe that repaying student debt while grocery shopping would be more valuable than the face value of the reward.
  • Posted on: 05/17/2021

    Will virtual fitting room tech help Walmart achieve its fashion ambitions?

    Virtual try-on technology can't save Walmart's clothing cred. Prada doesn't have virtual try-ons and they have no problem with their cred. Fashion is about style; Walmart is synonymous with the cheap and the mundane.
  • Posted on: 04/29/2021

    Will Americans open their garages and homes to Amazon and Walmart?

    What's worse? Letting the delivery be vulnerable to porch bandits or inviting an unaccompanied stranger into your garage? Probably the latter, because of supposed accountability, but perhaps it's a better bet to trust your neighbors. I think the popularity of this feature will rest on the level of crime in the neighborhood.
  • Posted on: 04/28/2021

    Will immersive experiences revitalize U.S. malls?

    That's interesting -- and it may be a fad. But at the end of the day, malls will likely become distribution centers for fulfillment.
  • Posted on: 04/27/2021

    Are consumers getting less creeped out about being tracked online?

    Usually when you see age splits in the data, the younger consumers are less concerned about privacy issues than the older ones. Of course, this stands to reason - the younger ones don't remember a world without mobile devices, trackers and CCTV. Exchanging personal info for benefits is normal for them. Being tracked with cookies is a common, laughable experience. For older consumers, whose frame of reference is different, it feels more invasive.
  • Posted on: 04/26/2021

    Schnucks displays St. Louis pride with streetwear store-within-a-store concept

    It's not that everyone is interested in shopping for clothing at the grocery store, it's the appeal of local pride. That is a perennial motivator for swag. Good on the grocers who saw the opportunity and jumped to own it.
  • Posted on: 04/15/2021

    Kroger says it will transform grocery e-commerce with ‘first of its kind’ fulfillment tech

    It's a race in the last mile! Whether it's Amazon drone delivery, autonomous cars, or even Walmart Plus delivery service, retailers are racing against each other to get that package on the doorstep. My question is - what will happen when a critical mass of consumers are vaccinated? Will the demand for all of this delivery still be as hot? If consumers, even a percentage of them, return to offices, will they be comfortable letting packages sit unattended? Or will there be more "lockers" a la Amazon Prime? I am not convinced that Kroger's Shed will be a game-changer. Instead, I believe it will keep the grocer at par with other retail delivery options, which may or may not enjoy demand.
  • Posted on: 04/01/2021

    Do consumers see brand activism as genuine or simply pandering?

    I agree with Jeff - these examples aren't activism, they're reactions to the social climate. To me, activism is more like Ben & Jerry's 2018 Pecan Resist flavor, which was dedicated to inclusion. The ice cream brand has been at the forefront of social justice for years now. It's not about morphing to stay current.
  • Posted on: 03/31/2021

    Chewy takes a bigger bite out of the pet products market

    I agree with Richard - Chewy was in the right place at the right time. The go-to resource for pet owners during the pandemic. But beyond that - they do a great job of retaining their shoppers. Their birthday, Christmas and bereavement programs are very thoughtful and effective.
  • Posted on: 03/30/2021

    Are remote controlled robots ready to deliver for grocers and drugstores?

    I agree these are better for backroom operations for speed and safety. In front of consumers - they are both a hazard and sitting duck for vandalism.

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