PROFILE

Liz Crawford

Crawford Consulting

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
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  • Posted on: 09/13/2018

    What will it take for consumers to take out their mobile wallets?

    I agree with Lee - it must be more secure than a card. Security needs to go beyond PIN numbers and exclusively into bio-ID: fingerprint or voice print. (Facial recognition is not quite there from a security standpoint.) Plus if the phone is lost or stolen, consumers would need a shut-down and wipe option from a remote device.
  • Posted on: 09/11/2018

    Will ‘drops’ yield more fashion buzz or busts?

    Drops are exciting. They create a sense of urgency by pulling two levers: limited time and limited quantity. Sure, we've seen this already -- flash sales, mobile sales "alerts," capsules, etc. But I don't think this will ever get old. Quite the opposite. Digital native shoppers who have short attention spans, along with FOMO, supply the perfect audience. Finally, the sheer fact that this phenomenon recurs indicates that it will always have legs. The name may change. The mechanism may morph. But whether you call it a drop, a flash sale, or something else, it is a an important and perennial device for retailers.
  • Posted on: 09/10/2018

    Should the outdoor industry welcome selling on walmart.com?

    Outdoor vendors may be concerned about the erosion of brand equity and cachet on the site, now that Moosejaw is operated by Walmart. However ultimately, those vendors probably can't afford to snub an enormous e-tailer, whoever that may be. The real question in this case is whether the specialty retailers in the space (REI, Bass Pro Shops, Orvis, Patagonia, etc.) are powerful enough to collectively sanction trade with Moosejaw. While Walmart, and its various businesses, have successfully "killed" a few categories, the company has had less success with higher-end categories. A Costco might have better luck with that kind of endeavor. I could make an argument either way on the outcome -- it'll be interesting to see what unfolds.
  • Posted on: 03/02/2018

    At this café, dogs and humans have their day

    This will be a MECCA for dog people. I'm just happy to say, "I knew you when ... "
  • Posted on: 02/28/2018

    Starbucks is everywhere – or soon will be

    Retail rents definitely will be declining ... the question is, "What's next?" Sure, more experiential retail (like Starbucks) will fill in some of the vacant space, but also hybrid showcase-fulfillment center retail hubs may emerge as well. We may also see community groups taking over spaces, like arts and crafts stalls, farmers markets or local club headquarters, etc. Some "zombie" mall parking lots are already being used in just this way. Perhaps we'll see a reemergence of a "town square."
  • Posted on: 02/27/2018

    Barnes & Noble, once an indie killer, is losing out to mom-and-pops

    To be a big box category killer, you need a big box. A big box is walked. A big box can't specialize in every category. These conditions set the stage for category killers. These offer depth of array and a relevant, boutique experience. Contrast these conditions with etail, which isn't walked, and can specialize in anything through aggregation.
  • Posted on: 02/26/2018

    What do shoppers want most?

    Frictionless. Speed. Interestingly, consumers will eschew "free" in favor of a fast or frictionless experience. While these two "convenience" pillars are used to gain competitive advantage, they can also be used to charge a premium if the alternative is lousy enough.
  • Posted on: 01/10/2018

    Whole Foods asks vendors to pay to play

    Sad. Homogenous. Product. Good bye Whole Foods. You were a lot of fun. Fortunately, you have opened the door to new upstarts who will now take your place, offering innovative, healthy, whole foods.
  • Posted on: 01/05/2018

    Will retail be woven into the fabric of the new, walkable suburb?

    Sure -- retailers will join in this form of urban plan. Shops help to create public spaces, which is why people like to live in these kinds of walkable environments. However, because of the insularity of these new developments, the experience itself will be a far cry from a "real" urban setting. These will be clinical "Disneyland" places. Missing will be the elements that bring a city alive: cultural and economic diversity, legacy establishments and faddish joints, as well as street life itself, which includes the daily tide of people rushing in and out. It's a sad, sanitized world.
  • Posted on: 01/03/2018

    Kroger may have an Ace (Hardware) up its sleeve

    While there may be some store-within-a-store synergies (mostly rural), but I don't see that as the driver behind the move. Instead, my hunch is that Kroger is diversifying its portfolio. The margins on grocery are razor thin, and when Amazon bought Whole Foods, Kroger may see its profitability getting thinner still. I suspect this is an investment strategy rather than a retail strategy.
  • Posted on: 12/05/2017

    Which off-price retailers will withstand the test of time?

    Hurricanes are a factor in retail sales declines. Amazon is another factor in off-price store sales declines. But differentiation from "full price" retailers is the biggest underappreciated factor. While TJ Maxx has a clear selling proposition, other off-price retailers aren't so clearly distinguished. J.C. Penney, for example, is struggling. Department stores which have a high-low proposition (Nordstrom/Nordstrom Rack; Macy's/Macy's Backstage) do seem to be cannibalizing themselves ... compressing their own margins. I believe this is attributable to increasing income inequality. There are stores for the 1 percent, and even the 0.1 percent, and then there are stores for the rest of us. The differences between the middle quintiles of income is less dramatic than the delta between the top 5 percent and the top 1 percent. That means that stores (and e-commerce outlets) need to "normalize" to accommodate a more homogenous, and lower, disposable income bracket than in the past.
  • Posted on: 09/12/2017

    Artificial intelligence makes brand personalities come to life

    The future is here. Brands are the natural heirs to AI. We have been trained to interact with brands from childhood. That brands should be animated with AI is only the next step in our complex relationship with them. Hey -- brands are our "friends" already, but now we can finally talk to them! Is Ike the toybox coming to life in the middle of the night?
  • Posted on: 09/12/2017

    Nordstrom tries a no-merchandise store

    Fun idea. Won't work. Why not? Because there is no instant gratification. In a bricks and mortar environment, shoppers walk away with a trophy, an object of conquest. In a digital environment, shoppers get quick dopamine rewards. This idea -- while it has merit -- doesn't seem to deliver the addict's fix. It's neither fish nor fowl.
  • Posted on: 08/16/2017

    Will military tech give Amazon an edge delivering packaged meals?

    This solution seems geared toward people in distress -- like refugees and victims of natural disasters. Anyone with a real choice wouldn't eat this, would you?
  • Posted on: 08/15/2017

    How should vendors respond to Walmart’s reluctance to raise prices?

    It might be an interesting tactic to offer Lidl, Aldi, Amazon and others a "non-Walmart compete" benefit. That is, offer a product you (deliberately) "can't" get at Walmart to help drive traffic away from Walmart, toward the prospective customer retailer. Perhaps the manufacturer could use this tactic to induce them to take more facings, displays and features as a way of helping differentiate their retail experience.

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