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: 01/19/2022

    Are retailers’ returns concerns coming to a holiday head?

    Unfortunately, this is an unpleasant side effect of the increase in online selling. Retailers can help mitigate some of the costs by focusing on getting the right product to the customer in the first place (better visuals, detailed product information, and more sizing information) and then when a return is necessary, encouraging in-store returns (offer the customer a discount on a same-day in-store purchase).
  • Posted on: 01/18/2022

    NRF 2022: PepsiCo CEO sees bond-building moments amid pandemic

    Be trustworthy - your customer wants to trust your brand so don't let them down. Be consistent - set expectations about service and product availability and then meet those expectations. Be honest - be straightforward and open about potential problems with a product, shipment, or delivery.
  • Posted on: 12/21/2021

    Amazon and Etsy’s Christmas spots speak to the gift of giving of yourself

    Love both ads showing simple acts of kindness however, the Etsy ad does a better job of showing a strong personal connection with a product that matches that personal connection - all wrapped up in a shorter story to keep your attention.
  • Posted on: 12/20/2021

    Will localized e-commerce work for malls?

    Customers will appreciate the convenience and stores should welcome the ability to provide another way for their customers to shop, but the challenge of real-time inventory visibility across multiple stores needs to be addressed for it to be successful.
  • Posted on: 11/23/2021

    Can loyalty programs ease supply chain blues this holiday season?

    In today's environment, it definitely seems to be a perk. Although it may not add enough value if customers still can't get the items they want.
  • Posted on: 11/22/2021

    How big a win is Sephora for Kohl’s?

    The fact that Kohl's is seeing a significant lift in loyalty sign-ups is encouraging plus its commitment to adding an additional 650 Sephora shops over the next two years.
  • Posted on: 10/29/2021

    Should brands and retailers stop destroying unsold merchandise?

    In today's environment, we need to continue to find better ways to mitigate waste. Destroying goods like this when there are other options such as discounting or donating seems like a poor choice, not only for the environment but also for their brand image.
  • Posted on: 10/28/2021

    Christmas 2021 may be one for the record books

    Pent-up demand and a desire to "get back to normal" will fuel spending but while the demand will be there, will the supply be there to meet it?
  • Posted on: 10/27/2021

    What should retailers do about angry reviews?

    The best way to approach an angry review is to acknowledge it and offer a means of follow-up to try and mitigate similar problems in the future.
  • Posted on: 10/26/2021

    Can retailers wean consumers off discounts this holiday season?

    There is definitely an expectation this year that prices will be higher and items more difficult to obtain - the question will be whether this can be sustained moving forward.
  • Posted on: 10/25/2021

    Target doubles down on Apple shop-in-shop ‘experiences’

    It's a beneficial partnership for both companies - it will be interesting to see how this relationship expands and grows.
  • Posted on: 10/01/2021

    Is working in retail a real job?

    Many retail jobs are looked at as temporary help, not long-term growth opportunities. Education, both internally and externally, plus better pay and working conditions are needed to help improve the environment.
  • Posted on: 09/29/2021

    Best Buy says ‘relax, we’ve got you’

    Love the feel-good engagement with associates, not sure how well it translates to reality, but the commercials are fun!
  • Posted on: 09/28/2021

    Will Americans finish this year’s Christmas shopping before Thanksgiving?

    While some shoppers will heed the warnings and purchase earlier, there is a large segment of the population that will still wait until the last minute to get their shopping done and face frustrations when they can't get what they want. Savvy retailers will plan for this and promote those items that can be purchased and delivered in time for the holidays.
  • Posted on: 09/27/2021

    Madewell launches a circular shopping experience with thredUP

    This is a great blueprint for how we can rethink consumption and sustainability within the fashion industry. We have created an environment where clothes are often viewed as disposable and there needs to be a shift back towards sustainability.

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