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: 12/20/2021

    Kroger eliminates paid COVID-19 leave for unvaccinated

    Kroger operates in a public space with many people coming into the stores. Kroger has an obligation to protect its employees and shoppers. Unvaccinated employees does not protect either other employees or shoppers. Kroger’s mandates to not fund two weeks of sick for those unvaccinated or to increase the cost of health care for unvaccinated will hopefully increase the number of vaccinated without firing them, should be favored by vaccinated employees since it protects them, and should be welcomed by shoppers who will be more protected. Companies are beginning to take stands on the importance of vaccination and I applaud them.
  • Posted on: 12/17/2021

    What’s driving the merch opportunity at restaurants?

    I have only noticed Margaritaville and Hard Rock t-shirts. If others see and notice the t-shirts then there is marketing value. If the t-shirts get purchased and not worn there is commercial value. With so many places now selling merchandise there should be a good test of whether the value is more commercial or marketing and whether the effort is profitable. Restaurants need to identify which consumers are interested in purchases and whether the effort would be profitable for them. The demand and profitability are likely to be different from one restaurant to another.
  • Posted on: 12/17/2021

    Bodega owners see ultra-fast delivery as a business killer

    Feeling safe walking around on the streets is a bigger problem. With increases in COVID-19 cases, deaths, and protocols, people spend more time at home with fast delivery being a desirable option. People would rather be out and about stopping somewhere that strikes their fancy or smells really good rather than paying a delivery fee. As long as people feel they need to stay home the fast delivery is likely to be a problem for bodegas.
  • Posted on: 12/17/2021

    Do retailers have a recommendation bias problem?

    Members of the C-suite do not want to be surprised when someone outside the company discovers an embarrassing issue with a company algorithm. C-suite executives may not have the expertise to fully understand or question algorithms being used within their company or maybe only one person in the C-suite has that knowledge. In either case that is not sufficient for making decisions that affect the company. It is also not reasonable to expect that the person creating the algorithm also step back to consider all the possible consequences. However none of this excuses people in the C-suite from understanding the consequences. It may be necessary to have a team of employees and/or an outside expert to think about, test, and understand the consequences of algorithms being used and keep members of the C-suite informed. Ignorance is not a sufficient defense.
  • Posted on: 12/16/2021

    Do farmers markets need to be reinvented for the digital age?

    Personal connections are certainly an advantage of in-person farmers’ markets. Keeping a personal connection while managing delivery logistics, permits, promotion, and technology is a daunting task. When the hurdles are overcome by some online tools, then it becomes theoretically possible for all farmers’ markets to do the same. The pandemic may be encouraging this movement as it has many others. However continuing to manage the personal connection and the ability for consumers to get the high quality local fresh produce they want when it is available is a difficult hurdle.
  • Posted on: 12/16/2021

    Will consumer behavior actually change this holiday season?

    Everyone wants the pandemic to be over. Everyone hopes the pandemic is waning. The media reports numbers of COVID-19 cases going up. New variants are spreading. It is not surprising that attitudes and behaviors do not match when desires and reality do not match. Safety continues to be important to consumers so retailers need to keep protocols, products, and options in place.
  • Posted on: 12/15/2021

    Why did Nike buy a crypto collectables studio?

    Nike wants to be associated with fashion so getting involved in this is a good move for them. Nike wants to be associated with the youth and digital marketing -- another reason getting involved is a good move. Fashion and technology move quickly so purchasing the company may or may not be a good move in the long term. However developing partnerships and experimenting with NFTs definitely seems relevant for this fashion space.
  • Posted on: 12/15/2021

    Print catalogs help customers unplug for the holidays

    If a retailer can identify which consumers value and use catalogs and how they use them, this business can be lucrative. Given the cost of producing the catalogs and postage, sending catalogs to all customers every month is not lucrative. Finding the sweet spot for each retailer requires an understanding of your consumers’ behavior.
  • Posted on: 12/15/2021

    Will grocers turn to Amazon as an alternative to Instacart?

    Will consumers shop online at the grocer and then have a choice of delivery options with Amazon being a choice, or will Amazon be the only delivery choice, or will consumers shop online at the grocer through Amazon to utilize the Amazon delivery service? Consumer acceptance may depend upon the process used. Some consumers will refuse to use the Amazon service. Some consumers will gladly choose Amazon delivery if they have been using Amazon and are satisfied. If this is true, then the first process is better because consumers have a choice. The second process will work if consumers are comfortable with Amazon delivery. Then this process can also work for those who use Amazon, but will consumers be making a choice of which grocer to use if ordering takes place through Amazon? That process could pose a potential problem for the grocers. Would this arrangement give Amazon inroads? Of course. Will it create issues with consumers or grocers potentially? Depends upon the process used. Seems like some testing is in order here.
  • Posted on: 12/14/2021

    Should retailers do more to protect frontline workers?

    Who ever said the pandemic was over and that safety regulations could be dismissed? Until a community reaches a very high complete vaccination rate and does not have lots of visitors, there is no reason to believe safety measures should be lifted and that workers do not need protection.
  • Posted on: 12/14/2021

    How should retailers prepare for holiday shortfalls?

    Retailers need to set expectations using realistic, or even better, conservative delivery times. No one objects to something arriving early if it is properly marked. Offering additional suggestions for gift ideas is helpful when there are out-of-stocks. Suggestions might be something that has not been considered. Except for kids toys, the retailer can talk about the holiday season rather than one day. Preparations should have begun months ago as soon as it was obvious that a problem may occur.
  • Posted on: 12/13/2021

    Should gig workers choose flexibility or protections?

    The relationship between workers, unions, and government regulations is very different in the European Union than in the U.S. What works in one area is not necessarily the best choice for another area. In the U.S., some gig workers like the flexibility and having control over when or how much they work. However that does not mean that employers should take advantage of the workers. If they work full time hours, they deserve to make a living wage and have full time benefits. If they choose to not be full time and to have more flexibility arrangements can certainly be made for employees working an average of 32 hours a week to receive a level of benefits, those working 20 hours a week on average could receive a different level of benefits, etc. with everyone receiving the same hourly wage. Then workers can still be in control of their choices but still be able to receive a living wage and proportionate benefits.
  • Posted on: 12/13/2021

    Aldi fans can’t wait to shop its ‘Aisle of Shame’

    Aldi normally appeals to price conscious consumers. Retailers appealing to other consumer groups would need to use this approach with caution. Whether and how Aldi should promote the AOS depends upon why consumers love the aisle. If they love the AOS because of low prices, then the overall low price message does not need to be changed. If consumers love it because of the hunt and the surprise, Aldi needs to be careful about promoting what is in the aisle because the element of surprise would be lost.
  • Posted on: 12/13/2021

    Is the BOPIS experience getting any better?

    BOPIS has never been a separate shopping experience from the consumer’s point of view. From their perspective, they choose the retailer and shop, regardless of whether it is in-store or online or whether the items are delivered to them or picked up in-store. Many retailers have kept the shopping experiences separate, especially if they added online as a separate activity. To manage costs and understand what and how shoppers purchase, the inventory system needs to be one system. After it is possible to know where products are at all times and the system is updated in real time when products are purchased, then retailers can figure out how to make sure products are in-stock when purchased as well as which products are purchased by which consumers using which shopping method. Then retailers can begin to assess their costs, budget accordingly, and develop attractive pricing strategies. Then effective promotion strategies can be used to reinforce or change purchase behavior.
  • Posted on: 11/19/2021

    CVS to close stores and create new formats in health push

    Creating stores for excellence makes sense. Creating stores that will confuse consumers between urgent care centers, emergency rooms, clinics, doctors’ offices, chiropractors, physical therapy businesses, etc. may not be the most successful direction.

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