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: 01/13/2021

    Will contactless Hudson Nonstop concept stores take off in airports?

    Sounds promising and exciting. I hope it works.
  • Posted on: 01/13/2021

    What leadership lessons have retailers learned during the pandemic?

    Luck happens when opportunity meets preparation. Best Buy is a good example. In addition Best Buy had the sense to unleash the power and wisdom of its employees. Well done.
  • Posted on: 01/13/2021

    Walmart to deliver groceries to temp-controlled smart boxes at customers’ homes

    Eventually consumers will need strong, heavy, sturdy, expensive boxes that can not easily be carried away. One retailer can not cover that cost. If Walmart’s experiment is successful, then I would expect that there will be a movement for a standard because consumers will not want a whole line of boxes, one for each retailer delivering to them.
  • Posted on: 01/12/2021

    Do sampled freebies drive loyalty?

    Effectiveness of free sampling appears to differ by product category. More experimentation and research is needed.
  • Posted on: 01/12/2021

    Will becoming a fintech powerhouse make Walmart an even more formidable retailer?

    Without knowing what services are being developed, the costs to consumers, and the ease of use, it is difficult to predict success. It is another experiment, so will be interesting to watch as it develops.
  • Posted on: 01/12/2021

    Convenience retailers aren’t letting the pandemic get them down

    Knowing your customers, sales, and on-hand inventory allowed smart managers the ability to pivot and stock items customers wanted to purchase. Easier said than done but effective when done well.
  • Posted on: 01/11/2021

    What will drive consumer tech sales in 2021?

    The demand for more connectivity in homes will continue to drive demand for computers and tablets. The demand for entertainment at home will continue to drive demand for game systems and games. However this demand is more related to circumstances than a demand for new features. One way to increase sales might be to offer models with the same or fewer features at lower prices when offering new models with more features at higher prices.
  • Posted on: 01/11/2021

    Did Amazon Pantry outlive its usefulness?

    I tried to use Pantry but never actually ordered and had anything delivered using Pantry. Having two different delivery processes when ordering several items was frustrating. I am glad there will only be one delivery service. I have found the process of having some items available for a low price and shipping when over $25 (or whatever the limit is) to be fine because I understand that it is expensive to ship an inexpensive item by itself. However, having to order a whole box of only Pantry items was too restrictive.
  • Posted on: 01/11/2021

    Retailers give customers refunds and tell them to keep items

    I have had this experience and was glad to avoid the hassle of returning the item. Once I was told to donate it if it was still usable; that was great when the item was not what I ordered but usable. In other cases all I could do was throw it away because it was defective and not usable. Given the difference between the cost of the item and cost of the return processing, the policy makes sense and avoids hassle both for the company getting the return and the customer doing the returning. Companies can keep track of what items and which consumers are involved in the returns. If a customer appears to be abusing the policy, then they could be asked to ship the product back. If a company is getting a lot of returns, that product or company could be delisted.
  • Posted on: 12/18/2020

    Does David’s Bridal need a loyalty program?

    Loyalty program definitely gives the impression that the program will be used over time for several weddings. A customer bonus program would be a more appropriate name since the goal is to get all purchases for that one event. The current name will not help David’s Bridal.
  • Posted on: 12/18/2020

    Publix decides the time is right for an experiential, two-story concept

    Building up rather than out cuts real estate costs. At the same time, the extra space gives Publix flexibility for staging for online orders, for increasing warehouse space, and for adding experiences (like cooking classes) for consumers. This is definitely another interesting experiment to increase adaptability.
  • Posted on: 12/18/2020

    Can guilt-gifting and self-gifting save holiday selling?

    If this were to happen it should have already been evident. With all the messages about delays in delivery, all the messages about shipping early, and all the messages about delays in whatever is scheduled, if people were going to buy more it should have happened. Maybe those planning to buy gifts for themselves will buy them during sales after the holidays.
  • Posted on: 12/17/2020

    Commercials show the magic behind good deeds and Christmas surprises

    Both demonstrate doing something for others which is great in this season of giving. I like the DocMorris one better because it did a better job of telling a story in an engaging way with a surprise at the end.
  • Posted on: 12/17/2020

    Is the pandemic pushing livestream shopping into the mainstream?

    I think livestream shopping can be popular as occasional special events but not as an everyday shopping activity. First, creating interesting, clever content is difficult to maintain as a constant activity. How many people get tired of hearing the news rehashed on 24/7 news channels, but immediately turn to those sources when there is breaking news? Second, when life returns to some version of normal, people will be very busy with many demands on their time so will be unable to spend as much time shopping online. When busy it is easier to go to sources that have products available when you have time to shop rather than having to catch the items when they are available live. Livestream activities can be one form of experiential retail activity but not a 24/7 activity.
  • Posted on: 12/17/2020

    Is there a secret sauce to Kroger’s online success?

    Kroger is benefiting from its investment in technology to enable personalization and the ability to shift directions. By knowing where inventory is at all times, Kroger knows what products are being received where, at all times, so that delivery can be flexible and fulfillment can include shop in-store, pick up at store, or delivery to consumers. Without that investment in technology this flexibility would not be possible. Ramping everything up since the onset of the pandemic would not be possible. The investment and institutionalization of the systems had to be in place much earlier. That is what made the flexibility possible.

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