PROFILE

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.

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  • Posted on: 08/04/2017

    Can customer journey methodology level the playing field for brick and mortar retail?

    To fully integrate analytics to get a better view of consumers, all retailers and manufacturers need to be diligent about understanding their consumers and retailers and manufacturers need to collaborate to identify their joint consumers at every retail location. This is a huge task but the best strategy for successfully selling a manufacturer's product to the consumers who enter a particular store.
  • Posted on: 08/04/2017

    Are the four Ps of marketing irrelevant for retailers?

    The four Ps have been outdated and irrelevant for at least a decade because they are company-centric and the marketplace is now consumer-centric. If companies continue to organize their companies around their own needs then they are not going to succeed. Consumers control what information they want to see, when they want to see it and what products they want (they can design new products with 3-D printers for themselves). They search for the price they want to pay, want delivery where and when it is convenient for them and want access to delivery information. In addition, consumers want to talk with companies, help design products, give feedback and have attention paid to that feedback. Designing products, place, promotion and price from inside the company will not satisfy these consumers.There have been a number of proposed alternatives. While the letters and numbers differ, the one thing that remains consistent is that the concepts have to be consumer related. For example, the following Cs:
    1. Communication rather than promotion replaces one-way communication with two-way communication;
    2. Consumer wants and needs rather than product;
    3. Consumer value rather than price views all consumer costs associated with the purchase;
    4. Choice of delivery rather than place.
      1. All of the Cs present the consumer perspective rather than the company perspective which is reflective of today's marketplace.
  • Posted on: 08/04/2017

    Will Amazon’s new return policy help or hurt its marketplace sellers?

    If sellers do not want satisfied customers, want to stand behind what they sell and do not like Amazon's new policy, then they can stop selling through Amazon. Amazon does value consumers and stands behind what it sells -- that is why consumers continue to purchase more from Amazon. If third-party sellers do not want to support that philosophy then they can stop selling on Amazon.
  • Posted on: 08/02/2017

    Should user-generated content move beyond product pages?

    The traditional marketing funnel is now an hourglass ending in advocacy by consumers. Figuring out how to generate advocacy and how to use the comments is critical for success in today's world. It means you have to pay attention to what consumers are saying, figure out how to generate relevant comments and spread positive comments. This complicates marketing and social media activity but is very important for today's consumers.
  • Posted on: 08/02/2017

    Will talking about pain points make Babies ‘R’ Us the go-to retailer for parents?

    If the specific shots are compelling and realistic suggestions are offered, the spots could resonate well with young parents. So if they believe the spots and go to the store looking for empathy and solutions, what will they find? Will there be people available for conversations and to answer questions? If not, the campaign will fall flat. If so, is it cost-effective?
  • Posted on: 08/02/2017

    Are there too many grocery stores?

    Maybe. Certainly there are too many traditional stores selling the same items with the same promotions. The number of stores may not be as relevant as the way the stores function. Are they being used as mini-warehouses for online shopping? Are assortments appropriate for that location? Is in-store space being used appropriately for consumers who frequent that store? If these and other issues are not addressed, there will be many more stores closing.
  • Posted on: 08/01/2017

    Will Gen Z demand a new level of collaboration?

    Labeling Gen Z a participant-oriented generation does them a disservice. That label is company/product centric and will lead to products and brands trying to find a way for them to participate and then wonder what went wrong.Turn the phrase around -- Gen Z wants to be listened to; they want to be heard. Creating a form of participation without really attending to what they say will be a huge mistake -- worse than if you had not asked them to participate. Gen Z will be more demanding of what consumers have been requesting -- a way to communicate with companies and brands.
  • Posted on: 08/01/2017

    How disruptive is Alexa to CPG brands?

    If CPG companies had not realized that consumer choice can happen outside the store by now, they are probably too far behind to recover. CPG brands need to be connecting with their consumers using every technology in new and different ways. They need to be experimenting with new ways for their consumers to make purchases. If they have just realized that consumer purchase and search outside the store is happening, it is too late for them to catch up.
  • Posted on: 07/31/2017

    Will Lowe’s UpSkill Project empower more consumers to tackle home improvement jobs?

    This is great for drawing attention to the expertise Lowe's has to offer but there is a limit as to the number of people who can be helped. Doing this project in conjunction with promoting in-store skills training would be a good approach. Reviewing the videos should provide some insight as to what kind of training is most in demand.
  • Posted on: 07/31/2017

    Has Amazon created another high-draw shopping model with its Treasure Trucks?

    Great way to provide a fun, engaging customer experience. For those who are available and have time, this will be a fun way to purchase items if they are of interest. This takes the old Kmart Blue Light Special to a new level.
  • Posted on: 07/31/2017

    Is ‘free’ a big enough incentive to get consumers to try click and collect?

    If you are truly consumer-centric, you will know that some consumers have distinct preferences for home delivery or in-store pickup. Some consumers will find one or the other more convenient depending upon the product or situation, some consumers will choose whichever one saves money or time. There is no one-size-fits-all. A monetary incentive will attract some people some of the time.
  • Posted on: 07/17/2017

    Is e-commerce a job builder or killer?

    Another example of churn and comparing numbers that are apples and oranges. Unless one compares numbers from the same source or is very careful about reading definitions of what counts as what, comparisons are not accurate. There are different jobs requiring different skills -- does that mean there will be full employment with a strong middle class? Not necessarily.
  • Posted on: 07/17/2017

    Can toys raise J.C. Penney’s game?

    Toys are very price-sensitive -- unless they are new or novel. Toys at J.C. Penney work as nostalgia for adults who remember toys in the J.C. Penney Christmas catalog, but will not have the same appeal with Millennials.
  • Posted on: 07/14/2017

    Will an AR try-on app cut down on online clothing returns?

    The app needs to really reflect the consumer's body and show a true representation of how different sizes and styles look on that body to have any impact on decreasing returns. Then the quality of the material and workmanship needs to be at least as expected.
  • Posted on: 07/14/2017

    Can retailers hope to compete this holiday season with standard digital marketing?

    Retailers need to understand their customers, where they view ads and what motivates them to shop when and where. Then they need to try to influence consumers to come to their site based upon what is important to the customers. Not only is the location of advertising (online vs. traditional advertising) important, but so is the appeal of the ad and the style of presentation. That is why REI's campaign was so effective.

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