Kathleen Fischer

Director of Retail Marketing, enVista

Kathleen has more than 20 years of experience in marketing and consulting within the retail industry. Her broad marketing experience is focused on designing and executing successful strategic marketing plans, demand generation, public relations and branding through thought leadership. She has significant experience developing and publishing industry-leading benchmarking surveys over the last 20 years for LakeWest Group, Boston Retail Partners and now enVista.

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  • Posted on: 12/21/2020

    Christmas ads show gift-giving in completely different lives

    Both ads are great and tie in their brands/products well, but I have to give the win to Amazon because it touches our hearts and is so relevant in this year like no other. The Smiths City ad is fabulous, surprised me, and made me laugh but it feels like an ad from any year.
  • Posted on: 12/18/2020

    Does David’s Bridal need a loyalty program?

    I agree - when I heard loyalty program I immediately thought that it seemed to be encouraging multiple marriages over the lifetime of the customer! So loyalty program may not be the correct terminology but the program is compelling for a bride-to-be and certainly encourages further purchasing from David's Bridal.
  • Posted on: 12/17/2020

    Commercials show the magic behind good deeds and Christmas surprises

    I love both of these commercials and their messages about giving. I loved the boys performing as a simple way to bring joy but the grandfather lifting up his granddaughter definitely tugs on the heartstrings more!
  • Posted on: 12/15/2020

    What if Barnes & Noble had produced ‘The Queen’s Gambit’?

    Interesting idea, especially as it becomes more challenging to break through the clutter to reach your audience. Because of the tremendous costs to produce Hollywood-style content, I would see partnerships among a few retailers potentially being a more attractive option.
  • Posted on: 12/08/2020

    Is IKEA making a dumb mistake ending its catalog?

    It makes sense - with so many customers shopping online the physical catalog becomes less valuable. Since eliminating it also reduces their environmental impact, it seems like a win-win.
  • Posted on: 11/25/2020

    Are the best Christmas commercials made outside the U.S.A.?

    The Woodie's spot definitely touched the heart more and would play well in the U.S. The Myer spot is probably a little too irreverent for many audiences in the U.S. and I think it lacks a connection to the brand so it will not likely drive shoppers to buy. But it was definitely over the top and amusing!
  • Posted on: 11/24/2020

    Target CEO points to one-stop shopping as key to chain’s success

    The current trend of one-stop shopping has definitely helped Target, as have BOPIS, curbside pickup and home delivery, but Target also has a loyal customer base who shop there based on assortment, services and ease of shopping.
  • Posted on: 11/23/2020

    Will home furnishings soon be a ‘digital-first business’?

    While there has been a significant increase in online home goods purchasing, there needs to be a mix going forward as many consumers want to touch and feel a large purchase item such as a couch. Augmented reality can help as a customer can "see" an item in their space, but unfortunately doesn't help much when it comes to comfort and feel.
  • Posted on: 11/19/2020

    Do masks and social distancing matter in 2020 Christmas spots?

    I agree - I feel that both ads are a bit out of touch with their customers and today's environment.
  • Posted on: 11/03/2020

    2020 creeps up on the RetailWire Christmas Commercial Challenge

    While both commercials connect with their customers, the Kohl's ad really illustrates how to make a connection within our current environment and tugs at the heartstrings.
  • Posted on: 10/29/2020

    Kohl’s triples down on active lifestyle categories

    The move makes sense - there was already a growing trend towards active and casual clothing. Current circumstances are accelerating the trend with the shift to working from home which is likely to continue, driving additional demand for casual attire.
  • Posted on: 10/28/2020

    How can shop local be better incentivized?

    I love the scavenger hunt idea to motivate and encourage consumers to shop multiple local businesses. The key is for local businesses to band together, ideally with the support of the community, to offer combined promotions or incentives.
  • Posted on: 10/27/2020

    Will its values-based approach turn Hive into an e-grocery powerhouse?

    Sustainability and social responsibility have become greater areas of concern in 2020, driving consumers to think about their purchases differently - Hive fits into that niche perfectly.
  • Posted on: 10/26/2020

    Where are curbside and BOPIS services falling short?

    Order accuracy plus ensuring that the processes are in place for efficient product substitution or an alternative fulfillment method, so the customer is satisfied with their purchase - these pain points reverberate in customers' heads long after they have picked up an order.
  • Posted on: 10/23/2020

    Can Gap prosper without mall stores?

    With the future of traditional malls in question, Gap Inc.'s plans make sense. Every retailer should have used the last few months to take stock of underperforming locations and move forward with a stronger portfolio.

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