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: 04/27/2017

    Is Walmart’s Store No. 8 breaking boundaries or bonds with its core customers?

    Experimentation is great -- especially with how to incorporate technology. However many of Walmart's customers are not that comfortable with automation, so then comes the next decision -- to focus on higher income and younger consumers. But Walmart has tried many times to attract high-income consumers with no success. The image of Walmart is clearly entrenched in the low-price space in consumers' minds. This by itself is also not the best way to lure young consumers but the technology innovations will appeal to them. With a really strong current brand image, new approaches to a different target market are not likely to be any more successful now than in the past. If the new ideas are not consistent with the current brand image Walmart would be more successful launching a new retail brand.
  • Posted on: 04/06/2017

    Why is digital advertising underachieving?

    What is the difference between digital advertising and digital marketing? Which tools are included in each or both? How are those tools and metrics integrated with your company's promotion strategy? How is this strategy personalized for your consumers? Examining the effectiveness of one piece without considering the whole is like examining one part of the elephant.
  • Posted on: 03/27/2017

    Will ‘ambitious store redesign’ lift Target to new heights?

    Some of the Target stores are looking old, worn and messy. Experimenting with new designs is as important for Target as it is for every other retailer.
  • Posted on: 03/27/2017

    Lowe’s innovates because it has to

    Of course. We know consumers are changing and want different experiences in stores. Why would a retailer not innovate and experiment with new ways of doing things?
  • Posted on: 03/17/2017

    Should retailers obsess about e-mail blast timing?

    The best timing for email blasts depends upon the consumer AND the subject heading. Companies need to determine what response they desire, identify metrics and test and retest many options.
  • Posted on: 03/17/2017

    Are Amazon’s boxes prime ad real estate?

    Currently the boxes are distinctly identified as being from Amazon so everyone seeing the box knows something is coming from Amazon. Allowing other brands to place messages there is certainly a way to raise revenue, but is it necessary at the risk of diluting Amazon's brand message? If some retailers are allowed to occasionally place messages there it is an attention grabber, but what is too much? At what point does Amazon lose brand image?
  • Posted on: 03/17/2017

    Will Uniqlo beat Zara with speed and customer focus?

    Zara has a place in the consumer's mind as a fast moving source of fashion. If Uniqlo plans to focus on day-to-day fashions is speed necessary or even a competitive advantage? Uniqlo is not yet fixed in the consumer's mind as anything so they have a long way to go.
  • Posted on: 03/15/2017

    Does Macy’s incoming CEO have a plan to turn the business around?

    I was in a Macy's store this week and had to search for someone to check me out. Another customer started calling "hello" to find someone. Self-service needs to include a way to facilitate checking out. It used to be difficult to leave the store because of all the interesting displays. This time nothing caught my interest. There are many changes that need to be made for Macy's to survive.
  • Posted on: 03/15/2017

    Will AI transform retail marketing?

    AI in and of itself, especially if just used to replace current advertising, does not generate success. What do you want to learn about your consumers? What do you want to do with that information? Does the AI algorithm have the authority to make any change? using AI needs to be thought through carefully.
  • Posted on: 03/15/2017

    How will AmazonFresh Pickup stores affect the grocery business?

    Amazon has been increasing its rank in the last few years. These experiments will help. If they are successful and if the rollout is successful then they will surely climb in the ranks. Other retailers will be watching the rollout of physical stores and the pickup spots with interest to see how successful either or both strategies are.
  • Posted on: 03/14/2017

    Are Old Navy’s ads more effective sans celebrities?

    What an ad says is also important -- whether or not the ad includes a celebrity. The success of the overall marketing plan depends upon how consistent the message is across media -- including social media. If there is a strong link between an ad with a celebrity and the social media campaign it can be effective. If the messages are different, one or the other part may be successful but the overall campaign will not be very successful.
  • Posted on: 03/14/2017

    Will adding Spanish give Amazon an edge over rival sites?

    Why would this do anything but increase sales for Amazon and add another nightmare for other retailer? Other retailers are trying to make their online sales work well so they can compete with Amazon and now they will have to offer Spanish.
  • Posted on: 03/14/2017

    Will being more like Home Depot work for J.C. Penney?

    Sears is their only competitor for appliances? If that is how they see the market, this is not a road to success. Where has the test been conducted? Is that representative of the rest of the country? J.C. Penney had appliances in the past, then eliminated them, now they are trying again. How many consumers will trust that J.C. Penney will be selling appliances long enough to service anything purchased now?
  • Posted on: 03/13/2017

    Has the retail industry’s real estate bubble burst?

    Why assume stores have to be designed and used they way they always have been? If customers are demanding experience and personalization what else can you do with your space? Rather than bemoan the amount of space that a retailer has, think about what you could do to make your customers happy, satisfied and loyal. I can think of lots that I would like to see.
  • Posted on: 03/13/2017

    Are retailers ‘blind’ to digital marketing’s flaws?

    Who are your consumers and shoppers? What is the goal of your marketing? Answer those questions and then figure out what media (broadcast, billboards, social media, sales promotion) work with your consumer touch points. Then design your marketing plan across all forms of media you plan to use AND metrics for assessing results. Otherwise you are still guessing which half of your promotion budget works.

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