PROFILE

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.

To learn more, visit: www.envistacorp.com.

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  • Posted on: 03/24/2020

    Retailers are going to curbside and delivery. Will they stay that way?

    Curbside and delivery were gaining momentum even before the pandemic. Now, many more consumers are utilizing it and becoming accustomed to the service so they are likely to continue to use it going forward. Adopting it as an ongoing strategy will offer retailers an advantage, assuming they can offer a frictionless experience to their customers.
  • Posted on: 03/20/2020

    Costco acquisition brings white glove delivery and white good service in-house

    Innovel Solutions allows Costco to expand its sales of appliances and furniture to members who don't have the ability to bring bulky items home from the warehouse plus, in today's environment, e-commerce sales are driving business. This was a prescient move on Costco's part.
  • Posted on: 03/19/2020

    Does Dick’s Sporting Goods need to hunt for customers?

    If the department is not doing well and they have not seen a large decrease in sales or margins from those stores that no longer have hunting departments, why shouldn't they get out of that business? Not only is it a good business decision but also a morally and socially conscious decision.
  • Posted on: 03/18/2020

    Will Lands’ End have a better experience inside of Kohl’s than it did at Sears?

    This sounds like a great partnership. Both brands have a strong and loyal customer following plus their customer bases are similar which benefits both brands. This partnership offers Lands' End better exposure in physical locations while the Lands' End brand helps drive further business into Kohl's stores - a win-win!
  • Posted on: 03/17/2020

    Will the coronavirus pandemic change how retailers and consultants work together?

    There are going to be many changes to how we do business in the coming months and years and the expanded use of telecommuting and videoconferencing will certainly be one of those. While there is no substitution for face-to-face discussions, we can use technology to decrease the amount of travel needed and the wear and tear on consultants.
  • Posted on: 03/16/2020

    Should retail close?

    All non-essential stores should close to support social distancing. While the ramifications of this are huge, we are in unprecedented times and difficult decisions need to be made.
  • Posted on: 03/13/2020

    Publix gets more personal with its new, free club membership

    Publix has built a strong, loyal customer base and continues to expand and enhance the shopping experience for its customers. Club Publix looks to be the next offering and as long as customers see value in the program they will continue to reward the brand.
  • Posted on: 03/10/2020

    Target wants to unlock its videogaming potential with a new concept store

    Target is embracing the desire for consumers to have hands-on, entertaining experiences when they shop while "targeting" a lucrative demographic - sounds like a win.
  • Posted on: 03/09/2020

    Will augmented reality tech effectively bring the try-on experience online?

    AR definitely shines in the home furnishings and accessories areas and I love the Warby Parker functionality, but it is not likely to be as successful in the apparel arena - at least not yet, however, technology will likely continue to improve and it will likely be a possibility in the future.
  • Posted on: 03/04/2020

    Are strip centers where it’s at for Macy’s and Sephora?

    It's all about convenience and time savings for consumers. Enclosed malls are struggling to create enough traffic to be viable as consumers want shopping to be a quick and easy process.
  • Posted on: 03/03/2020

    7-Eleven’s new store concept is an ‘Evolution’ in convenience

    7-Eleven is making the right moves to ensure they stay relevant, in today's rapidly changing environment continuous improvement and transformation is required. This new concept is viable nationwide - the challenge will be identifying and rolling out the localized product assortments to various markets.
  • Posted on: 03/02/2020

    Will coffee subscriptions raise some dough for Panera?

    Definitely a compelling move to drive customer traffic and increase loyalty to the brand. Short-term there will definitely be a payoff but they may struggle over the long-term to keep customers happy unless they offer other perks or incentives to increase the value.
  • Posted on: 02/21/2020

    Unilever will end marketing to young kids to fight childhood obesity

    While I think this is a step in the right direction, it feels a bit more like a marketing ploy than a truly responsible effort. But that being said, I applaud any move towards healthier eating!
  • Posted on: 02/20/2020

    Consumers hate paying for shipping more than just about anything

    Offering fast and free shipping is becoming table stakes for retailers, and based on increasing customer expectations, this will continue to grow. Retailers should focus on encouraging BOPIS as the increased customer traffic as orders are picked up also increases sales.
  • Posted on: 02/19/2020

    Will store associates become the ultimate personalization tool at retail?

    Associates are a key piece of the personalization of the store shopping experience across many retail categories. While most retailers realize the need to equip their associates with better training and information, they are still often playing a game of catch-up with customers who have more product information and inventory visibility than store associates. Providing associates information on the customer early in the experience allows them to better offer personalized services. And consumers want personalized services – it is often an important factor in choosing a brand and/or store to frequent. According to enVista’s Consumer Study, 74 percent of consumers indicated that personalized promotions and discounts from an associate would make them likely to shop at that store over one that doesn’t offer the same kind of personalized service.

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