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: 11/12/2021

    Will Americans give the gift of nothing this holiday?

    I'm not convinced that people will give "nothing." However I believe holiday gift-giving ambitions will likely be scaled back. That could be disappointing news for retailers and brands, but also a bit of a relief on the supply chain. Just for fun - here's my plan: I will be giving "vouchers" for experiences or services. My mother asked me for a voucher to have super-duper cleaners come and do a deep clean of her house. Another voucher goes to my husband for a mini three-day vacation, for the weekend of his choosing. The rest are stocking stuffers - just so we have things to open.
  • Posted on: 11/11/2021

    Will AMC deliver blockbuster results in the popcorn aisle?

    Sad. Trying desperately to bring crowds back into the theaters. Good luck to them. Technology, fueled by the pandemic, has changed movie viewing and media consumption habits forever. Change or die. Better would be to revamp the theater into a virtual reality experience - without the headset!
  • Posted on: 11/10/2021

    Will a trip to the doctor soon mean a trip to CVS?

    CVS has a sound strategy to become a health care provider - and it is making smart moves to occupy that space. In terms of primary care needs, I see CVS competing against Urgent Care Clinics. But CVS will win that battle because they have the advantage of a fully stocked pharmacy, numerous other pick-up item categories, a strong loyalty card program, and convenient locations. It's a prescription for success.
  • Posted on: 11/08/2021

    Companies place ‘bias bounties’ on AI algorithms

    Finally - a ray of hope for digital interfaces! We have seen protections for AI in the Robots' Bill of Rights - rethought as recently as 2019. And of course, we have all sorts of protections for companies. But now there may be long-needed initiatives to protect consumers from the invisible hand of Artificial Intelligence. I could see these kinds of cases ultimately hitting the courts, with a seller or platform arguing that their algorithm is legal versus a representative of consumers claiming harm.
  • Posted on: 10/15/2021

    Are brands about to take over the produce department?

    I do believe that branded produce is the wave of the future in grocery. Brands can help guarantee quality and non-GMO claims, as well as sustainable practices which are important to younger shoppers. Furthermore, while margin compression is an issue if prices are kept at parity to unbranded produce, there is expanded profitability if consumers become ready to pay more for brands. This then becomes an incentive for both private label and nationally branded produce.
  • Posted on: 10/13/2021

    Stores? Kroger don’t need no stinking stores

    This is an interesting idea - like an Amazon for grocery only. However in the Northeast, the Kroger name isn't well known. Or least it isn't top-of-mind. So the advertising will need to be pretty robust, including online and out-of-home. Furthermore, for those markets like the Northeast where grocery shopping habits are well established and several retailers are operative, there needs to be a compelling reason to switch. What is their point of difference versus say, Stop & Shop or ShopRite? It seems like one more player in a crowded space, regardless of delivery mechanisms.
  • Posted on: 09/15/2021

    Will the Kroger/Instacart deal redefine grocery shopping convenience in America?

    Instant Delivery will be the new "greens fees" for grocery and perhaps dry goods retailers. In the short run, this move widens the gap between that mega-retailers offering same-day (or same-hour) delivery and those who do not. However, in the long run, this service may create some barriers to entry for smaller players. While there may be delivery services for these smaller etailers, the barrier for the local shop is a margin penalty.
  • Posted on: 09/14/2021

    Will Kohl’s be known for something other than its retail partners?

    Partnerships are great, but Kohl's needs to continue to embed its brand identity in the hearts of shoppers -- particularly if they are joining up with big names that threaten to overshadow them.
  • Posted on: 09/13/2021

    Amazon marketplace sellers are becoming retail giants

    These giant e-tail aggregators shine Amazon's reputation and bring in more shoppers. Shoppers "go" to the place with the best selection and pricing options - that's Amazon. I agree with the comments so far - this trend will grow. But a caution to those e-tailers: Amazon is the house and the house always wins.
  • Posted on: 08/31/2021

    Best Buy builds a virtual store to assist customers remotely

    Best Buy's virtual store has been a long time coming. Remember the dilemma over showrooming? Well, it's so many years later and they have an answer. I believe this will crack the code, but of course it remains to be seen.
  • Posted on: 08/18/2021

    Convenience stores were the real winners of the Tokyo Olympics

    Konbini are fascinating! I understand that due to limited space they change their offerings in the morning (breakfast fare) to afternoon to evening. Also, they act a bit like Amazon lockers, allowing customers to pick up goods purchased online. We stand to learn a lot from this format.
  • Posted on: 08/16/2021

    Are four drive-thru lanes better than two?

    The increased demand for contactless pick-up has driven all kinds of innovation - including augmenting the capacity of QSR drive-thrus. Our cars have truly become mobile dining rooms, this is an efficient way to respond to that need.
  • Posted on: 07/21/2021

    Madewell is set on becoming a leader in the circular economy

    Smart Move! At Eileen Fisher, customers bring in their used EF clothing in a decade-old program they call "Circular by Design." Their customer base is obviously older, showing that consumers across demographics are concerned about the environment. Here's how it works: "For over a decade now, we’ve been collecting gently used EILEEN FISHER garments. We give them an environmentally friendly cleaning and resell those in perfect condition. Our team finds innovative ways to reimagine the imperfect ones, so your clothes never have to end up in a landfill."
  • Posted on: 07/20/2021

    Is it time for retailers to reinstate pandemic protocols?

    Yes! Bring back the mask! Why not be safe rather than sorry? I've been vaccinated, but still wear a mask at retail. Let's stay open.
  • Posted on: 07/19/2021

    Will Amazon’s Brand Referral Bonus divert online traffic?

    Amazon is enlisting its stakeholders in their battle against other e-tailers. It's a smart move. But I do agree with some skeptical vendors - the bonus is likely to be reduced after the shoppers have migrated to Amazon. So in a sense, the vendors are being exploited in these "referrals."

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