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: 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."
  • Posted on: 06/24/2021

    Marc Lore says Walmart can’t connect to customers like Allbirds and Warby Parker do

    Walmart will never connect with consumers the way Warby Parker does. Why? Because Walmart is shopped by 80 percent of Americans. They are a big, broad marketer. Warby is a narrow niche brand, which can afford to embrace a lovable, idiosyncratic personality - they only need to appeal to a limited group. Walmart needs to be everything to everyone, which waters down their flavor.
  • Posted on: 06/23/2021

    Is it time for mainstream retail to go all-in on the resale market?

    Yes! Yes! Yes! Gen Z is hyper-aware about the environmental impact of their consumption, positioning this resale market to grow red hot. Even Boomers remember buying "vintage" clothing in the 1980s, so they are no strangers to used clothing either. Bring on the rummage bins!
  • 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.

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