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: 03/02/2021

    Is off-mall where it’s at?

    The ease of parking and ability to quickly shop one or two stores without walking through an entire mall will continue the shift towards off-mall locations. This shift has already started, the pandemic has just hastened the demise of traditional indoor malls.
  • Posted on: 03/01/2021

    Automated checkout ‘will be everywhere’ sooner rather than later

    The pandemic has definitely accelerated the desire for automated checkout technology from the standpoint of many consumers, as they prefer to keep contact and interaction with associates to a minimum. While the Amazon Go model may not be the future, there is a desire from consumers for a contactless, convenient checkout option that doesn't involve standing in line and interacting with a cashier.
  • Posted on: 02/17/2021

    Has text messaging become retail’s go-to communication tool?

    Text messaging is necessary in today's environment when dealing with deliveries and curbside pickup. Interestingly, it used to be that emails were the primary and best form of customer communication, but now we all receive too many so it's difficult to cut through the clutter. How long will it be before this happens with text messages also?
  • Posted on: 02/16/2021

    Walmart discovers a unique craft beer on Instagram. Will this become a thing?

    With traditional supply chains disrupted, it makes sense to look for other sources for new and interesting products, and what better place to look than social media to see what the customer wants/likes and to discover new potential products. An added bonus is the initiative behind this craft beer - kudos to Walmart on this one!
  • Posted on: 02/15/2021

    Poshmark’s secondhand sales platform goes to the dogs

    What a fun idea - between an increase in pet adoptions and the desire to look for other social outlets over the last year, this seems like good timing.
  • Posted on: 01/29/2021

    Is Hobby Lobby making a mistake (a big one) ending 40 percent off coupons?

    The overall reasoning makes sense, but customers will not see it this way without a lot of guidance. It's up to Hobby Lobby to help customers see it as a benefit for it to succeed.
  • 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.

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