Camille P. Schuster, PhD.

President, Global Collaborations, Inc.

Camille Schuster (Ph.D. from The Ohio State University) is currently a Full Professor of Marketing and International Business at California State University San Marcos and President of Global Collaborations, Inc. Dr. Schuster has conducted seminars and worked with over 60 companies in more than 30 countries around the world.

Dr. Schuster has also taught at Xavier University, Arizona State University, Garvin School of International Business (Thunderbird), Virginia Polytechnic Institute and State University, and Indiana University Northwest.

Dr. Schuster co-authored a book entitled, Global Business: Planning for Sales and Negotiations, with Michael Copeland from Procter & Gamble. She has co-authored a book entitled, The Consumer . . . Or Else! with Don Dufek, retired senior vice president and officer of The Kroger Company. A book entitled, The Rise of Consumer Power: Adopting the Right Marketing Communication Strategies was published in Singapore. Dr. Schuster has authored over 30 articles in professional and academic publications.

  • Posted on: 10/20/2017

    Walmart to open web mall with Lord & Taylor as an anchor

    Walmart finds itself caught in a Catch 22. Walmart started with a strong sense of the target consumer and created a slogan that provided a strong image for the brand -- low prices always. That segmentation and branding strategy was wildly successful. Walmart has wanted to expand their target market for a long time and has tried several approaches including a change in product assortment, a change in store format, a change in slogan (although the new slogan also emphasizes low prices) etc. None have succeeded because they do not resonate with the original target market and branding strategy. Now they are partnering with Lord & Taylor to attract a new target market. Success is highly questionable because this retailer does not fit with the original segmentation and branding.
  • Posted on: 10/18/2017

    Should the holiday selling season be retired?

    Shopping, in general, has changed. Consumers' shopping habits have changed. What have retailers done to acknowledge the change except set up Christmas decorations and items earlier as well as try to outcompete each other on Black Friday activities? Here are some questions for retailers:1. How many customers buy gifts early to send them overseas or to have time to get them in the mail early?2. How many consumers do all their shopping online because they refuse to enter stores in the Christmas rush when it is hard to find a parking space and there are crowds?3. What can you do to make the holiday shopping a pleasant experience for consumers?4. What can you do to make "gifts" available and/or on sale before the traditional Christmas shopping season without getting everything decorated and labeled Christmas?There are lots of reasons for purchasing gifts throughout the year so retailers could still have a holiday season shopping period if they can make coming to the stores enticing and fun. Selling "gifts" is a year round activity so needs to be looked at that way and could help alleviate the pressure of holiday sales.
  • Posted on: 10/13/2017

    Is Kroger in denial about the magnitude of its challenges?

    Kroger has had a consumer centric strategy for years and appears to be continuing that strategy with the new announcement. Kroger is committed to providing the consumer service their consumers want. Doing that sounds more productive than following every new technology or industry approach being tried. Focusing on doing what their consumers want really well is definitely consistent with the strategy they have been pursuing.
  • Posted on: 10/09/2017

    Are retailers confusing customer service with the customer experience?

    I have seen customer experience used in many ways -- none of which I consider to be customer experience. I have seen it equated with customer journey, consumer satisfaction, customer service, etc. Experience involves the opportunities that the customers have to see, feel or do during the shopping process. "The customer is always right" has nothing to do with customer experience. Surprising and delighting the customer could relate to the product, the price or the experience.
  • Posted on: 10/05/2017

    Have retailers killed off Black Friday?

    If a particular retailer wants to bring back Black Friday, it needs to make it clear that there are no big sales before Friday and that in-store big sales occur on Friday. For all other retailers Black Friday is a thing of the past because they killed it.
  • Posted on: 09/29/2017

    Personalization works. Why don’t more marketers use it?

    Personalization not only takes time, effort and skill when creating the messages, but also someone needs to keep track of responses so they can be personalized. Success of personalized campaigns is high; execution becomes complicated and challenging.
  • Posted on: 09/29/2017

    How can grocers improve their digital experiences?

    One of the differences is the interconnectedness of items being purchased. If you get to a grocery store and change your mind about what to fix, that decision may entail purchasing a completely different set of ingredients.One of the vital pieces of information missing from the article is, what do consumers not like about their current digital experience? What is frustrating or what do they wish they could do with the app? That information would help identify what needs to be done.
  • Posted on: 09/29/2017 is stepping out of Walmart’s shadow

    If is trying to eastablish itself as a separate entity by selling brands not sold in Walmart or by selling products from other retailers like Target, how does this help Walmart's digital strategy? Seems to me that needs to identify more with Walmart if it is going to help Walmart's strategy.
  • Posted on: 09/28/2017

    Burger King buses in customers in need of a Whopper fix

    Does the bus take you back to where you want to be in the city? How long does this whole excursion take? There is certainly novelty value and it might be fun to try once, but the practical issues might limit consistent usage. I have to see whether and how often it is used. The bus itself will do a lot of good to remind people to eat a Whopper.
  • Posted on: 09/28/2017

    Will a window to Disneyland bring Disney fans to the mall?

    It might be fun to watch for a few minutes but why would it make me want to enter the store? This does nothing to improve the experience once in the store. Watching others play a video game which I could purchase and play is not the same as watching people have fun at one of the theme parks which I can not afford to visit, can not persuade my parents to visit or know that I can not get to for the foreseeable future. I do not see the draw.
  • Posted on: 09/28/2017

    Macy’s counts on new rewards program

    Wow -- this is an example of offering more peripheral benefits and ignoring basic issues. I have stopped ordering from Macy's because of constant problems using the website! More and different benefits does not solve that problem.
  • Posted on: 09/27/2017

    Should shorter lines for the iPhone 8 concern Apple?

    Consumers have a choice with this product introduction -- a phone that has some, but not obviously overwhelming, differences at a reasonable price, a distinctive new phone at a higher price for which orders cannot be placed yet or to keep what they have until the best choice is obvious. With the order period for the expensive phone still a few weeks away, the decision can be postponed for now. This is a different kind of introduction so shorter lines make sense to me.
  • Posted on: 09/27/2017

    Kohl’s sets CEO succession plan

    Kohl's has been making distinctive strategic moves recently. Ms. Gass has been behind at least some of those moves. The succession announcement reinforces commitment to these decisions and signals that we can expect more distinctive choices in the future. At the very least, Kohl's has a plan, is making distinctive moves and is committed to the plan. That sounds like what we say companies should do. The risk, as always, is whether those distinctive plans will be successful!
  • Posted on: 09/27/2017

    Will customers let Walmart deliver in-fridge?

    On the one hand, there are consumers who would love to have this service and use it. On the other hand, the security and safety issues will keep consumers from using the service. Is the first group large enough to make the service successful and profitable? The idea has potential. Will it work? Maybe.
  • Posted on: 09/26/2017

    Goodwill finds the need to spin off a down-market concept

    Creating a new format for core consumers reinforces the idea that the current concept is losing core consumers. What is it about the current concept that is alienating core consumers? Pricing? Merchandising? Other consumers? The lower prices and the merchandising will not keep the "new" consumers away. If the presence of the new consumers is keeping core consumers from patronizing the store, the proposed format change will not help.

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