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: 02/17/2017

    Do consumers want to follow grocers on social media?

    The article says grocers need to promote their social media more. Really? What are retailers doing on social media? Are they providing useful or interesting information for their consumers on social media? Do they know what their consumers want to see, where? Do they have dedicated staff for creating messages for social media? Do they have staff monitoring social media? If grocers cannot provide a positive response to ALL these questions, they have nothing to promote. If grocers want followers, they have to provide something useful and relevant to follow.
  • Posted on: 02/17/2017

    Will Dunnhumby’s analytics do for Whole Foods what it did for Kroger?

    Dunnhumby's analytics are extremely important for Kroger's success. What is even more important is the way the information is used -- to facilitate assortment, replenishment and promotion as well as to provide consumer personalization. Getting the data from Dunnhumby is important. Having commitment from the top to implement change, to be consumer-centric and to personalize consumer messages using the data is what leads to success.
  • Posted on: 02/17/2017

    Will Costco, Kohl’s, Target, et al give Google Home an edge over Amazon’s Echo?

    This is a potential opportunity for Google Home to compete with Amazon's Echo. The initiative provides access to a variety of retailers like Amazon does. However, I would be interested to know what kind of products consumers are purchasing using Amazon Echo -- what products do consumers order without seeing them first? If Google Home can offer that same variety of products, there is a good way to compete. Is shopping using a device that does not allow you to see selections widely popular? Choosing music, turning lights on in the house or answering questions seems a more intuitive way to use the devices. Competing on shopping may not be the best choice.
  • Posted on: 02/16/2017

    What does it take to drive a top-down plan for customer-centricity?

    Implementation is the challenge. Training employees, at every level, need to understand how a consumer-centric approach affects their job, access to relevant information and the resources necessary for action. In addition, new metrics need to be used to evaluate success and care needs to be taken to link metrics with desired results. If either of these steps are ignored or not fully implemented, the change will not happen. This is not a journey for the faint of heart or a decision that can be ignored once made.
  • Posted on: 02/16/2017

    Lidl is ahead of schedule for U.S. store openings

    While a smaller footprint than the stores in which U.S. consumers normally shop provides convenience in terms of time, it provides a major assortment challenge. While consumers may not need or want 50 brands of ketchup, offering fewer choices makes it essential to offer the selection the consumers coming to that store want. Getting the assortment means knowing the consumers at each store really well and matching the assortment to them. That is the biggest challenge, especially when entering a new market. You have to get it right to be able to build a consumer base.
  • Posted on: 02/16/2017

    What will Walmart gain from its Moosejaw acquisition?

    What the deal means for both Walmart and Moosejaw customers depends upon how Walmart actually approaches the purchase. There is a long history of large companies purchasing small companies to "learn" from them ending in disaster because the large company imposes its way of doing business. Walmart has great systems and back office practices. Imposing them without learning from Moosejaw first may well eliminate the most important learnings. Walmart needs to move forward carefully for the benefits to actually happen.
  • Posted on: 02/15/2017

    Zappos takes to the road to connect with consumers

    Connecting with customers is always good. Providing innovative experiences is good. The mobile container store is an interesting approach. If Zappos really connects, interacts and learns about customers while offering them a fun experience this is a win-win situation.
  • Posted on: 02/15/2017

    Will having the same buyers for online and stores work for Walmart?

    If the buyers can keep the right product assortment in mind for customers across countries, regions of a country, neighborhoods in cities and online shoppers across these locations then there can be efficiency. The devil is in the details.
  • Posted on: 02/15/2017

    Is Amazon the most innovative company in retailing?

    Amazon has a strategy, understands its core purpose and relentlessly innovates to move forward. Innovation is not willy-nilly. Implementation is in accordance with its core values. Amazon cannot be copied by just implementing a successful process. It is not one process that makes Amazon successful. It is the interconnection of processes designed to fulfill its strategy.
  • Posted on: 02/14/2017

    Will Neiman Marcus find gold with its women’s plus-size pilot?

    They are moving very slowly to serve an important market. The products may be attractive encouraging women to shop but the attitude of not wanting those sales to occur in their mainstream stores is offensive.
  • Posted on: 02/14/2017

    Is third-party content more effective in generating online sales?

    Companies need to continue to provide product information. The consumer reviews and third-party sources talk about whether or not the product claims are accurate and whether the product works as promised. Those are different functions and the manufacturers should not shirk their responsibility.
  • Posted on: 02/14/2017

    Will women buy lingerie from Amazon?

    If the price is reasonable, women are likely to order one. If the sizing is comparable to what they normally buy and they like the product, they are likely to continue. I do not see why there would be hesitation or an issue.
  • Posted on: 02/13/2017

    What goes into productive sales calls at retail?

    The tried and true spin-selling approach is the most successful. If you can master using the four types of questions then you will succeed.
  • Posted on: 02/13/2017

    How price competitive does Whole Foods need to be?

    Focusing just on price is myopic. Who is the core customer? What do they want? Focus on getting the assortment, quality and value right. Then make the price competitive and reasonable. Then create messages that emphasize the value you provide, such as strict standards for ingredients.
  • Posted on: 02/13/2017

    Should L.L.Bean ditch its legendary return policy?

    Management needs to think long and hard about what the core philosophy has been and what they want it to be and then make decisions -- about assortment, return policies, growth, logistics. How do they want to be known in the future? Is it consistent with customer images from the past? Making changes about shipping or return policies without considering their core values and customers is a recipe for disaster.

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