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: 11/27/2017

    How would the end of net neutrality impact retail?

    This is a terrible move that will only lead to preferred providers, extra costs to consumers and more fine print passing as transparency. Everyone should be up in arms about this.
  • Posted on: 11/27/2017

    Did Macy’s Black Friday credit card fail cost it the holidays?

    The credit card glitch is just one more event in a series that indicates Macy's inability to implement and manage technology as well as their inability to deal with consumers. For more than a year I have stopped shopping at Macy's because their online system does not work well and their system for managing my credit card purchases does not work well. Their response to consumer problems has not been satisfactory for years. Now another major glitch -- it is just more of the same.
  • Posted on: 11/21/2017

    Do retailers need a new approach to store brand marketing?

    Safeway appears to be successful by creating a specific brand of store brand products aimed at smart eating: low salt, low sugar, and healthy ingredients. They have a genetic store brand but creating one that appeals specifically to healthy eating as a separate store brand appears to be a smart move.
  • Posted on: 11/21/2017

    Will Ocado’s robots help U.S. grocers solve their online delivery problems?

    Possibly this will solve a problem of creating efficiency in picking products -- depending upon how low error rates and the amount of damaged goods goes. However, there is the same issue all companies using robotics face -- many employees will lose jobs and the few employees needed to monitor and fix problems will require special training and skills. Dealing with churn is never easy so the gain of using robotics needs to be high.
  • Posted on: 11/21/2017

    The RetailWire Christmas Commercial Challenge: Big Lots vs. Kohl’s

    I liked them both but have seen the Kohl's one a lot. The sentiment is great with the kid wanting to give back, but the music in the Big Lots commercial is infectious. So the Big Lots ad gets my vote.
  • Posted on: 11/20/2017

    How open are consumers to AI-driven shopping?

    If consumers do not see a real value in using AI and know where their data is going with an assurance of privacy, it will not take off. Whether or not people understood how to use email, texting or sending pictures, they figured out how to do it because they wanted to use it. The same will be true with AI. They will have to want to use it. Before using it, they are likely to question privacy.
  • Posted on: 11/20/2017

    Retailers get into Friendsgiving with Millennials

    I agree. Since Friendsgiving has no particular definition it really encompasses any time friends get together during the holidays. If it becomes a particular time period with a definition, Millennials are likely to reject it. I don't think the term has legs. However, marketing ideas and products for events with friends can be a year-long activity.
  • Posted on: 11/20/2017

    Who will be left standing after the next retail shakeout?

    The Third Wave encompasses many issues so it is difficult to think of this as only three. Price and convenience have always been major issues. Consumers will not pay more than they need to and have tools to determine where the low prices are. Convenience takes many forms; what is different is that convenience takes new forms as technology evolves.The Third Wave seems to mean that retailers need to understand their consumers well enough to provide in-store experiences that entice them to come to the stores. I think retailers need to pay attention to all three strategies. Most of all they need to pay attention to what THEIR consumers want.
  • Posted on: 11/15/2017

    The RetailWire Christmas Commercial Challenge: Macy’s vs. Nordstrom

    Neither one is very effective. Macy's' ad seems to appeal to current, older consumers and not Millennials. Nordstrom's ad seems to appeal to Millennials who are not current consumers. Macy's ad takes a long time to get to the point. Nordstrom's just goes on and on for a long time.
  • Posted on: 11/09/2017

    Are retailers caught in a content trap?

    The idea that you no longer control the conversation is very difficult for many retailers to accept. The norm had always been one-way communication -- retailers and brands created messages to send to consumers. The only time there were messages from consumers was when there was a complaint and that was a separate department. Many retailers still operate from this model and are losing. Today's model reorganizes the company because consumer complaints, digital listening for messages sent to the company and monitoring what consumers say to their friends must all be part of the message creation group. In addition, keeping track of which consumers respond to which messages creates a challenge for companies. It's a new world and all the assumptions about one-way communication have to be replaced.
  • Posted on: 10/27/2017

    When are text messages welcome from retailers?

    Text messages are more intrusive than email. As a result, typical information about order receipt and an expected delivery schedule, and the expected on-time delivery, work well over email. When there is a deviation from the expected order or delivery schedule, then text messages seem appropriate.
  • Posted on: 10/27/2017

    Can live streaming make online customers feel like they’re in-store?

    Consumers want fast, efficient automation when shopping online until they have a question. The streaming service looks like fun for entertainment or a useful tool when consumers have a question. Integrating the need for efficiency, the ability to get questions answered and entertainment seems like a challenge. Can the online experience switch from one environment to the other seamlessly?
  • Posted on: 10/27/2017

    Walmart puts robots to work with humans in more stores

    Improved customer growth service levels depend upon the employees -- are they trained well? Are there enough employees deployed around the store? The introduction of robots will not necessarily result in better customer service. There are lots of variables. However, the possibility exists and the use of robots will continue. Experimentation is a good idea.
  • Posted on: 10/26/2017

    Retailers need to do a better job delivering groceries

    Success depends upon getting the right product to the right consumer with the desired quality at a reasonable price. So far getting this goal is not consistently achieved. Until it is, delivering groceries will not happen.
  • Posted on: 10/26/2017

    Will Amazon conquer digital advertising platforms next?

    I agree. Long-term strategy also depends upon how consumer behavior changes. Now consumers search on Google when a broad search is required and search on Amazon to see what is available there. That may change with more advertising on Google or Alexa, or some new technology may change consumer behavior.

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