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: 02/14/2020

    Startup turns to the gig economy to bring expert sales advice online

    The strategy of matching experts with buyers is great. As they roll out and become more popular the challenge will be to find and motivate true experts to fill demand and keep the experts motivated in these categories and more as the company grows. As the experts start interacting with more potential buyers, finding time to stay on top of new products could be challenging. Another issue will be, what will motivate experts to continue to deal with the online requests for advice?
  • Posted on: 02/14/2020

    Is it time for retailers to move beyond fulfillment and on to experience?

    I see no problem with the term omnichannel. The challenge is that the number and type of channels continue to increase. I hope no retailers read this article as an admonition to move on from fulfillment to customer experience. Customers are demanding both - meaningful experiences as well as seamless, quick delivery. Addressing both issue requires different sets of skills and is not an either/or proposition.
  • Posted on: 02/14/2020

    How will Jetblack lessons inform Walmart’s conversational commerce efforts?

    Walmart learned that this technology is not yet ready for prime time. There is not enough information to know the specifics of what they learned but hopefully it will inform whatever direction and tools they try next. Conversation is a challenging hurdle, which I have recognized as I watch friends with accents try to use Siri or navigation systems.
  • Posted on: 02/13/2020

    Holy badgers! Target did what with a University of Minnesota onesie?

    Admit the problem, take the offending product from the shelves, offer a replacement, and move on. Internally reevaluate the quality control issue.
  • Posted on: 02/13/2020

    Grocers are given failing marks on food recall transparency

    I have only ever received food recall information from my local Kroger store, whether it was Ralph’s or Frys. This is another example of grocers not using their customer database information well.
  • Posted on: 02/12/2020

    Will Pop Up Grocer bring discovery to grocery retailing?

    Fun is what distinguishes these pop-up stores. An attractive environment with new, different products creates a treasure hunting atmosphere for what is new and different. Certainly this has appeal, but what happens when the pop-up store closes and someone wants to purchase something they tried and liked? The pop-up stores can generate awareness and trial, but additional strategies are needed for repeat and routine shopping.
  • Posted on: 02/12/2020

    New Vans store designed as an homage to LA’s skate history

    The most exciting thing about what Vans is doing is catering to the lifestyle with which their consumers want to identify. While it may be described as an LA lifestyle, it appeals to a certain consumer base outside of LA. Using events, activities, graphics, and music identified with that lifestyle to create fun events and stores is a great idea and very successful. Vans needs to continue developing that affinity for the lifestyle with younger consumers to keep their consumer base growing. On the other hand, how do you keep the lifestyle identifiable with their loyal consumers as they age? Investing in a lifestyle approach is expensive but very effective for current consumers. The challenge is keeping the lifestyle constant for current consumers over time while attracting new consumers.
  • Posted on: 02/12/2020

    Will the FTC redefine anticompetitive behavior after its big tech acquisition inquiry?

    These large tech companies have enough money to search out new research, technologies, or services and acquire the companies creating them. Acquiring small innovative companies is a strategy that large companies have used for a long time as a way to position their businesses to be more competitive. Retailers may not know about these new technologies, products or services so it is difficult to know how they are hurt. Some consumer brands investigate these new technologies, tools, or services to see how they might use them. However, identifying and/or acquiring the new directions is only the first step. The second step is using them in a way that creates products or services consumers want to use. Yes, the process provides an advantage to companies that have a lot of money and good search teams. However success ultimately depends upon creating products and services that consumers want to purchase. That takes money and insight.
  • Posted on: 02/11/2020

    New York Stock Exchange owner eyed acquiring eBay

    Other than in the software area, I don't see the synergy with eBay. EBay is more than software and algorithms. Tracking the shipping and delivery and payments, as well as establishing the reliability of participants are all important characteristics. While ICE is looking for synergies and ways to expand, they need to investigate more than how their software platform can help. If they do not explore the potential business models in their entirety, ICE will be pulled into business areas outside their expertise. That situation does not normally fare well for the acquirers.
  • Posted on: 02/11/2020

    Will Staples’ new concept Connect with small business owners?

    The Office Depot innovation mentioned in this article has not made it to my local store as far as I could tell so maybe there is time for Staples. However six stores in Massachusetts is only enough for a small concept test. Offering services in-store with assistance is a great idea for small businesses. However the price point of the services will be an issue for small businesses. Selling the necessary tools and products is a great idea so that after learning how to do something, it can be done at the business location. Finding qualified people to help the business owners at every location around the country will be a challenge and require an investment in training. The plan has potential but it will be an expensive venture to do it well.
  • Posted on: 02/11/2020

    Brandless halts operations. What went wrong?

    Brandless is still a brand so people have to know about it so they can order. Consumers will not run across the products in the store to make the price comparison - they have to know about the products and go search for them. That takes some kind of promotion for awareness and something for motivation. On the back end, there is a need for major quality control to live up to the high quality claim. And then there are the distribution issues. That is a lot to deliver for $3 a product. The business model does not seem sustainable.
  • Posted on: 02/10/2020

    H-E-B gives $100 bills to all its employees for top grocer ranking

    How fabulous is it to have employees posting how proud they are to work for a company! Why shouldn’t surprise recognition (which does not necessarily need to be a hundred dollar bill) be an important tool for morale and retention?
  • Posted on: 02/10/2020

    Why are so many organic grocers landing in bankruptcy court?

    As many grocery stores have included and expanded their organic offerings, it is now easy for consumers to purchase organic items along with the rest of their shopping. That makes it unnecessary to go to an organic-only store. Online ordering and delivery is still a difficult hurdle for perishable items like produce and meat. Expansion without diversification was premature given the expansion of organic items by competitors.
  • Posted on: 02/10/2020

    Why isn’t voice commerce taking off?

    Privacy is an issue of course, especially with the news reports of voice devices listening in and having conversations reviewed. There is also the issue of having devices understand people’s accents. When that is an issue, getting the correct orders recorded is problematic. Then there is the issue of not seeing the item being ordered. If I have to go to another device to see the item, I might as well order it from that device. For standard items that come in one package with one size or format, voice ordering may be fine if my request can be correctly transmitted. However, there is much to be done before voice ordering will be commonplace.
  • Posted on: 10/24/2019

    Will customers get the ‘social proof’ they need from Fomo Storefront?

    Those shoppers who strive to belong and be part of the group will gravitate to this feature. Those shoppers who are not concerned about being part of a group will not be interested in this tool. Those in the second group may want to know which product or brand worked better but are not motivated by what others are buying. So Fomo Storefront will have some success but will not encourage sales for everyone.

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