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: 06/14/2018

    Reasons you’re afraid of retail sales training and what to do about It

    Even if it is bite sized training, the metrics have to match what was in the training or there is no reason for associates to change their behavior.
  • Posted on: 06/14/2018

    Reasons you’re afraid of retail sales training and what to do about It

    It is one thing to offer or force sales training. It is something else to really value the use of the training. One of the reasons given is not having metrics. That is partially correct. The example given is, “two sales per week.” How does that support the use of anything specific addressed in a sales training program? Any training or no training could result in two sales per week. Now why would I value my sales training?
  • Posted on: 06/14/2018

    Do retailers need RFID to do BOPIS right?

    BOPIS is one part of true omnichannel business. Neither can be accomplished without true inventory accuracy to the SKU level. Some companies are doing this so customers get what was ordered when it was promised. Why would a customer choose a company who says a product is available and when it can be picked up or delivered, only to find the company can not deliver? They won’t more than once. Companies have to know where their inventory is.
  • Posted on: 06/08/2018

    Retailers told to forget social media

    Once you have a large audience, messages can not be personalized. Generic messages do not necessarily resonate with your best consumers. I also saw nothing in the article about time devoted to listening to responses from those hundreds of thousands viewers. It is incredibly important to test the effectiveness of messages with specific consumers and to listen to their comments. If a company is not willing to do that, then it would be better to not spend the time and money on social media.
  • Posted on: 06/08/2018

    Is AI the key to legacy brands’ revitalization?

    This is a tool not a solution. It is another tool to better understand consumers. If the algorithms are good, if the analysis is sound, and if the insights ring true with consumers, it is another extremely useful tool.
  • Posted on: 06/07/2018

    How many e-mails are too much?

    Generic emails announcing another sale are interchangeable and sound alike. Since most all retailers do this it certainly appears to be too many. If the emails are about something else or are personalized, they do stand out. If the emails actually provide value, then they may even be appreciated.
  • Posted on: 06/07/2018

    Retailers get real with high-touch service

    Focusing on the customer is key in both examples today. Hand written notes are out of the ordinary today so that works well. Sending a bouquet in response to a post about a wedding demonstrates listening by the company. The key is to actually treat customers like real people. Sending hand written notes is expensive as is having employees actually read and listen to consumers, but consumers appear to respond to personal acknowledgement. Go figure.
  • Posted on: 06/07/2018

    Neiman Marcus results show the latest sign of department store life

    It makes sense for Neman Marcus to move away from low price because low price is not part of their image. Innovation, performance, and distinctive products are exactly what is consistent with their image. Trying to be something you are not because it is popular does not spell success. Experiments need to be consistent with the brand image.
  • Posted on: 06/06/2018

    Macy’s taps staff for their influencer clout

    Using associates as brand ambassadors can be a great idea. However, at some point, the persona of brand ambassador and an individual’s personal views may cross lines and not line up well. What happens to the brand image then? Is this new role of brand ambassador a one way activity with associates just posting about the brand or are they also charged with paying attention to responses, listening to consumers’ comments, and reporting this information back to the company?
  • Posted on: 06/06/2018

    Costco workers get a raise and the retailer gets more good press

    Re-evaluation is necessary. If it costs less to retain workers and if the job market stays tight, then employers need to pay employees a living wage, provide training so employees can be successful in their jobs, and provide career paths. When other employers treat employees this way, an employer can not expect to retain employees and will continue to have a high turnover rate and employees who are not performing well.
  • Posted on: 06/06/2018

    Mental health is a retail management issue

    There is a stigma surrounding mental health care. Part of the stigma is that a person might lose a job, receive a negative performance review, lose a raise, or lose a promotion. If employees fear retribution, talking about mental health issues is only more difficult.
  • Posted on: 06/05/2018

    Rue La La acquires Gilt Groupe in a flash

    For customers to continue to support flash sales over time, having a variety of brands to offer helps generate new interest. Flash sales are a fun surprise but when they happen every day it becomes work to keep checking. Only very dedicated or loyal consumers will do that. Focusing on mobile is smart because that increases the possibility that consumers will come back every day while they are on the go.
  • Posted on: 06/05/2018

    Is data-driven marketing holding back storytelling?

    In my experience data analysis and storytelling are two very different skills. Those who excel at analysis are linear thinkers who are thoroughly versed in statistics and algorithm creation. Those who excel at storytelling are holistic thinkers who can move away from detail to see the big picture. Marketing units need both sets of skills. The data analyst and the storyteller need to have an understanding of what the other person is doing and sees. Working together they get the most information from the data and are able to get others to understand what is actionable.
  • Posted on: 06/05/2018

    What will Starbucks do without Howard Schultz?

    The last time Howard stepped down he came back because the company was floundering. I am assuming he spent more time getting a succession team in place this time. This past year he stepped away from day-to-day responsibility and the company has managed a major PR problem. Howard did get involved but more as the public face. It is hard to imagine that he will not be involved as Emeritus Chairman. However, he has had a chance to get a good team in place.
  • Posted on: 06/04/2018

    Retailers can make personalization work

    Data is not the problem. Not analyzing data and not listening to consumers is a problem. Without doing these things well, retailers give consumers choices that they think are personalization but are not choices that consumers want. Shortcuts to personalization do not work.

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