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: 01/23/2020

    Will store closures worsen in 2020?

    Unfortunately the market is "over-stored." The U.S. still has the highest square footage of retail space per capita worldwide with 23.5 square feet per person and with the ability of consumers to easily shop online and ship from wherever, physical store locations have to be smarter and more efficient to survive.
  • Posted on: 01/22/2020

    Has BOPIS changed holiday selling?

    BOPIS certainly offers an advantage during the last-minute holiday shopping rush. Overall, it is about choices on the consumer side. Consumers are looking for convenience, cost-savings and speed when they shop -- which is why Amazon Prime has been such a strong sales driver -- but BOPIS offers further opportunities for retailers with many physical store locations to compete. The challenge for retailers is to manage costs and deliver the desired experience for customers. Once a customer is disappointed they are not likely to offer the retailer a second chance.
  • Posted on: 01/21/2020

    Does convenience trump price for today’s consumer?

    Today's time-starved consumers require the ability to quickly and easily get what they want - they have been trained that way! For retailers, the ability to offer their customers a seamless shopping experience across all channels is imperative. Retailers should be looking at ways to bring in additional technology to help with the shopping process. In enVista's Consumer Study we found that 38 percent of consumers would be more likely to shop a store offering an automated pick-up process and 47 percent would like to see an automated returns process. These technologies are examples of ways to help make the pick up and return process quicker, easier and more convenient.
  • Posted on: 01/20/2020

    Is Bose doing the smart thing in closing its stores?

    The audio category is one of the areas that has changed tremendously from the advent of online shopping. While overall retailers tend to benefit from having a presence across channels, Bose may need to focus on their core business to survive.
  • Posted on: 01/16/2020

    What does Target’s Christmas miss mean?

    This is not a catastrophic situation for Target, just a reminder that we are in a challenging retail environment right now. As a shopper, I noticed more holes on the shelves this season which may point to some areas where Target can look to improve.
  • Posted on: 01/08/2020

    Can casinos save the mall?

    Interesting idea, especially when we look at the trend of adding theater and entertainment to the shopping experience. But, with that being said, casinos and gambling bring a whole different vibe to the shopping environment that may not be a benefit to retailers.
  • Posted on: 12/27/2019

    The RetailWire Christmas Commercial Challenge: The Final Competition

    Macy's for the win -- it evokes the magic and spirit of the season with a feel good message inspiring you to believe.
  • Posted on: 12/26/2019

    Is Super Saturday rivaling Black Friday in importance?

    Black Friday has already lost some of its luster as promotions and discounts start earlier and earlier in the holiday season and it seems like every other shopping day is some kind of promotional event. Super Saturday's success lies more in the procrastinating nature of shoppers and this year's short holiday shopping season.
  • Posted on: 12/23/2019

    Giant thinks AR-games are ripe for grocery aisles

    Adding fun and entertainment to the grocery shopping experience is a good way to encourage customer loyalty. And anything that makes it a little easier for parents to keep kids entertained while shopping is definitely a plus. It is interesting that the Pokemon Go phenomenon has not translated to retail as much as many predicted, but Giant is targeting the same demographic as Pokemon Go which should prove to be successful for the grocer.
  • Posted on: 12/20/2019

    Amazon gets more free with free returns

    Expanding its free returns policy encourages customers who may hesitate to purchase something online without the ability to see and touch the item. Now they can purchase with less risk and an easy return if needed. While there may be additional costs for Amazon to absorb, the competitive advantage is likely worth it to keep them ahead of the game.
  • Posted on: 12/17/2019

    The Beatles Play SoHo

    Nostalgia always seems to be a draw and certainly Beatles-themed items are still in demand so it seems like a win-win. Nostalgia-themed pop-ups offering merchandise plus an experience based on the theme are a great way to tie in to the theater of shopping and offer entertainment to customers.
  • Posted on: 12/11/2019

    Will same-day delivery make for a merry Old Navy Christmas?

    The timing is perfect. A recent consumer survey indicated that 66 percent of consumers were likely to choose a retailer offering same-day delivery over one that doesn't offer it. As we get closer to Christmas, same-day delivery becomes even more important for last-minute shoppers and adds another fulfillment option for customers who don't want to battle in-store crowds.
  • Posted on: 12/10/2019

    Will female-led pop-ups add pop to Macy’s Christmas?

    Female-led start-ups may attract attention and certainly the businesses offer a lot of positive press and interest, but the success will depend more on the appeal and value of the products to consumers.
  • Posted on: 12/10/2019

    Did Aviation Gin just make lemonade from Peloton’s lemons?

    It looks like Aviation Gin just made lemonade from Peloton's lemons. What a smart move to bring itself to the top of mind for consumers - it will be interesting to see what kind of effect this ad has on Aviation Gin sales.
  • Posted on: 12/06/2019

    Will Rent the Runway‘s hotel concierge deal change how people travel?

    What a great idea! Not only does it offer up a new way for RTR to gain customers and create brand loyalty, but it also offers customers the benefit of packing much lighter on their next trip to avoid those pesky airline fees.

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