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The Shopper Economy

Liz Crawford

Liz Crawford has more than 20 years of brand management and consulting experience with a concentration in strategic innovation. Her concept and new product launch, Lysol Antibacterial Kitchen Cleaner, won the prestigious Edison Award for New Products. Over the last few years, Crawford has focused on developing integrated Shopper Marketing strategies for Fortune 500 clients. Her last agency assignment was as SVP Strategy for Mars Advertising.

Crawford has a track record of interpreting consumer trends for clients. While VP at Iconoculture (a trends and insights company), her "Store of the Future" seminar was the highest grossing presentation of the year, earning her Most Valuable Player Award from the company.

Examining the implications of consumer trends is also the focus of her recent book, released by McGraw-Hill, The Shopper Economy (April 2012). The Shopper Economy was recently selected as a must-read pick by the European business magazine, Expert Marketer. Currently, she is the author of a series of six feature articles for Shopper Marketing Magazine, running from April to September 2012. The series focuses on Measuring Shopper Marketing Performance.

As a consultant and market researcher, Crawford has had experience conducting focus groups in Europe, China, Japan, Morocco, Australia, and Mexico and throughout the U.S., tapping into a wide array of demographic and psychographic segments.

Over the years, Crawford's clients have included: P&G, Safeway, Walgreens, Publix Supermarkets, Kraft, Pepsi, Nabisco, Johnson & Johnson, Coca-Cola, Kimberly Clark, American Greeting, Mars Candy, Hershey, Newell Rubbermaid, Y&R, BBDO, CIBA Vision, Spanx, and Pirelli Tyres among others.

Crawford has written feature articles for CBS MarketWatch, The National Review, Shopper Marketing Magazine and The HUB. She is a member of RetailWire's Brain Trust Panel, and is also a regular contributor to the e-zine. Crawford has been a featured speaker at IIR's Shopper Insights Conference Chicago, NRF Summit, IIR's Fuse Conference, National Grocer's Association Annual Conference, American Marketing Association VA Beach, University of Chicago's Business Roundtable, Iconoculture's Iconosphere, and was also selected as the kick-off speaker at several corporate innovation off-site conferences.

She has been quoted as a marketing strategy and innovation expert in The Associated Press, US News & World Report, Barron's, ABC News, CBC News (Canadian Broadcasting), Public Radio, The Miami Herald, BrandWeek, The Washington Times, Forbes, The Sacramento Bee, Drug Store News, Shopper Marketing Magazine, CRM Magazine and New Products Magazine.

Crawford has taught several semesters as an adjunct marketing professor at Emory University's Goizueta Business School. She has an MBA from New York University and a BA in English from Columbia University.

Read the article from Liz on Personalised Pricing Promotion