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: 08/03/2020

    Is the future of malls outside?

    The trend towards open-air malls and shopping centers has been in the works for a number of years. Shoppers want the convenience of parking near the store or stores they want to shop so they can quickly take care of their business. The pandemic is simply hastening that trend.
  • Posted on: 07/29/2020

    How can retailers differentiate curbside delivery?

    I love the idea of lawn chairs to offer customers a place to sit and socialize safely while they are waiting in line - what a great way to turn a negative into a positive! Curbside pickup is now the norm for many shoppers who expect a smooth, efficient process, so now it is up to retailers to use this opportunity to build further brand loyalty by offering ways to surprise and delight their customers.
  • Posted on: 07/09/2020

    How blemished are beauty retailers by COVID-19?

    Certainly the in-store experience will change but now is the time to look at other options for make-up demonstration - such as Ulta’s GLAMLab online try-on feature. And with less make-up being worn, maybe now is the time to emphasize skin care products.
  • Posted on: 07/08/2020

    Will Walmart’s best shoppers ditch Amazon Prime for Walmart+?

    Walmart+ is a smart option for the retailer and will continue to grow the business but Amazon Prime customers are not necessarily Walmart customers and the fee may not be worth it for many. Plus, as many others have mentioned, where is the digital benefit?
  • Posted on: 07/07/2020

    Has the pandemic changed shopping behaviors forever?

    It is probably a little early to identify how purchasing behaviors will change since we don't know how long the current pandemic will last and what additional challenges we may face over the next month, 6 months, year, or longer related to it. Certainly, behaviors will change but in many cases, it may just be an acceleration of trends that consumers were already embracing.
  • Posted on: 07/06/2020

    Walmart debuts virtual summer camp and drive-in movie programs

    Love it! Great idea to generate good will plus boost sales - plus it's something that Amazon can't do very easily!
  • Posted on: 07/02/2020

    Do Americans want retailers to keep their social distance after COVID-19 is gone?

    Consumers have already been indicating they will choose automated pick-up options if they are available. The consumer survey we did in December 2019 indicated that 38 percent would choose a retailer offering an automated pick-up process over one that didn't offer it - only 25 percent said that it would not be a deciding factor. The pandemic has simply increased the pace at which consumers are adopting it. It is up to retailers to ensure they are offering efficient processes to continue to foster the consumer/retailer relationship.
  • Posted on: 06/24/2020

    Will American Eagle’s new ‘consciously-made, slow fashion’ concept take off?

    The Unsubscribed concept seems promising although I am surprised that they are not offering any online purchasing after the last few months have demonstrated the need and benefit of providing different customer purchasing and delivery options.
  • Posted on: 06/16/2020

    Will grocers maintain COVID share gains as restaurants reopen?

    Now that many consumers have tested the ability to get home delivery or curbside pickup, many will continue down this path, but grocery retailers need to ensure the experience is satisfactory for the consumer. Grocery retailers should be looking at how they can improve the processes and technology to support contactless shopping as it is likely to continue as a favorite way to shop for many, especially those who want or need to limit their contact with others.
  • Posted on: 06/11/2020

    Can experiential retail go live and online?

    There has been a trend towards offering more experiential and theatrical customer experiences for a few years, today's environment has simply accelerated the need and desire for it. The retailers that will continue to thrive over the next few years are those who are able to be agile and creative within their sales and fulfillment channels to offer customers a differentiating experience.
  • Posted on: 06/09/2020

    Loyalty marketing is at a crossroads

    Consumers want something valuable in exchange for their loyalty and want confirmation that the brand they are loyal to is worth the commitment. In our current environment and going forward, this is going to be even more critical to consumers as the emotional value may be more important than transactional value.
  • Posted on: 06/02/2020

    Nordstrom crushes inventory optimization

    Nordstrom was able to pivot in the face of business disruption. Agility within its sales and distribution channels allowed it to shift its focus and mitigate losses - other retailers could learn a few things from Nordstrom's moves.
  • Posted on: 06/01/2020

    Is the REI/West Elm collaboration a win-win?

    West Elm and REI have complementary products, customers, and messaging plus the two brands do not directly compete with each other, so a collaboration makes sense. In today's environment retailers need to look for - and be open to - different sales models to survive and thrive.
  • Posted on: 05/27/2020

    Is Walmart about to become the king of online resale retailing?

    What an interesting idea and a smart way for Walmart to attract a different clientele to their website. Thrift shopping has grown tremendously over the past few years and, with the events of the past few months changing the way many consumers look at purchasing, is likely to become more mainstream.
  • Posted on: 05/26/2020

    Should Apple and other stores require shopper temperature checks?

    Unfortunately, a person's temperature is not a solid indicator of illness, but, an elevated temperature can help identify someone who is sick and may prevent someone else from being exposed to the virus. Taking customers' and employees' temperatures, ensuring everyone is wearing a mask, and providing hand sanitizer for all are key ways to help stop the spread of this disease. It is not going to be easy to manage and customers will balk at being required to do so or being barred from entering if they have a fever, but we are not in "normal" times and it seems that wearing a mask and allowing an employee to take my temperature (in a safe manner of course) is a small price to pay to allow the economy to get started again safely.

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