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: 03/16/2023

    Robots Will Play a Part in BJ’s Expansion Strategy

    Great idea. However, the robots that are monitoring merchandise can not straighten merchandise on the shelves or restock shelves. Unless people are paying attention to what the robots “see” better than they have paid attention to data being collected, the results may not be significantly different.
  • Posted on: 03/16/2023

    Should Online Retailers Pray For Rain?

    I would like to see the data on the impact of atmospheric rain in CA and AZ. There is so much flooding that people cannot get to stores and deliveries can not be made. I don’t think catastrophic rain has the same result as normal amounts of rain.
  • Posted on: 03/10/2023

    Why are more retail workers quitting their jobs?

    The number of job opportunities may be contributing to a high level of employees leaving in the retail and restaurant/hospitality industries. Both of the industry groups traditionally hire a large number of employees at minimum wage and accept high turnover rates. Changing that approach is expensive with some combination of the following: paying higher wages, providing more training, providing more benefits, and providing a career path.
  • Posted on: 03/10/2023

    Ulta’s performance is a thing of beauty

    Changing product assortment to appeal to different customer groups is challenging. Ulta appears to have found a way to do that: keeping products that traditional consumers want while introducing new products. They also appear to have found a way to successfully combine in-store and online sales. Hopefully they can continue this as they expand.
  • Posted on: 03/09/2023

    Will Mars conjure up ice cream sales with a store-hailing partnership?

    Great idea. Many consumers will order once to try the service. However, repeat orders depends upon how well the service actually works and how often consumers want ice cream, and how the product selection appeals over time. Sounds like a creative idea.
  • Posted on: 03/09/2023

    Walmart’s plan to improve margins is built on ad and B2B service sales

    Walmart’s services will continue to grow because they will continue to experiment. However, they will face the same problems, such as product quality, inventory, and extra fees, that other retailers face with third party suppliers. Having free delivery but then getting hit with seller delivery costs because they are third party sellers is not a good way to encourage customers to purchase third party products. Getting the details right is critical for success.
  • Posted on: 03/09/2023

    Is home improvement set for a quick rebuild?

    DIY projects are certainly desirable now. With high interest rates moving to another house is less attractive. The price of remodeling and all house projects depends upon how high the prices are because of inflation and high interest rates. However the age of homes may force some home improvement projects regardless of inflation. Predictions for the future depend upon inflation and interest rates.
  • Posted on: 03/08/2023

    Will Best Buy cash in on healthcare by sticking to what it does best?

    This approach is different from what other retailers are doing and is consistent with Best Buy's focus on technology. Often specific tech devices are required for specific lengths of time after a hospital stay. The number of Best Buy outlets will help Atrium Health’s coverage, the Geek Squad involvement will help with the setting up and use of tech equipment, especially when patients are not feeling well, and will help with the retrieval process. This sounds like a good partnership if the details work smoothly.
  • Posted on: 03/08/2023

    Pop Up Grocer puts down permanent roots in NYC

    Pop-up stores are a great way to test concepts. Pop Up Grocer has been running these stores for awhile, has learned what consumers want and do not want, and has the data gathering and analytics in place to continue that learning, so continuing the process seems to provide confidence for continued success. Other retailers wanting to test new locations, product assortment, or processes should consider using pop-up stores but only if they have the technology and processes in place for continued analytics.
  • Posted on: 03/08/2023

    Can Kohl’s boost marketing effectiveness with machine learning?

    Data analysis is important, but how you use the analytics to build marketing programs is just as important. Time needs to be spent understanding the analytics. Simplifying the rewards programs is definitely a good move. Now it is important to make sure the computer interface on every device is easy to use when viewing products, and that ordering products, using the rewards, paying for products, and the billing process all work smoothly. No consumer, especially younger consumers, will continue with a retailer if any one of those processes fail to work smoothly.
  • Posted on: 03/06/2023

    When will Best Buy’s sales recover?

    Something is missing from the list -- well-trained employees. About a year ago I went to Best Buy looking for a printer. After hunting down an employee who was not just chatting with another employee and ignoring customers, and interrupting a blue shirt from his conversation with another blue shirt, he half-heartedly talked with me, told me nothing I did not know, told me the item I wanted was sold out and he could not give me an alternative, and then he walked away. I decided that there would have to be an item I really needed that only Best Buy carried, or that Best Buy offered at a significantly low price, before I would go back. Yes people are not ready for upgrades and yes people are waiting for new useful tech products, but employee training needs an upgrade as well.
  • Posted on: 03/06/2023

    RFID was made for BOPIS

    With all of the supply chain disruption since the beginning of COVID-19 this should be obvious. If retailers had identified the rush for specific items the first day it happened, they could have limited the sale to one per customer immediately instead of three weeks later when they had no inventory. With the weather issues, it has been necessary to shift inventory to other locations. Being able to identify that need quickly would be important. How expensive was the supply chain shutdown to your company? If you knew where all your inventory was and how much was being sold where, how much money would you have saved? Isn’t it worth the investment in being able to identify where every piece of inventory is at any point in time before another disruption happens?
  • Posted on: 03/06/2023

    Will Amazon Go ever get going?

    People really like shopping at Amazon because they can shop from wherever they are without going out. That poses a challenge for any Amazon stores. On the other hand, more people are beginning to shop in retail stores again. But which people are shopping? Younger, older, working people, etc.? And why are they shopping? For entertainment, for specific items, for just a quick stop, etc.? Amazon needs to keep experimenting. If Amazon has a plan for the next test before closing stores, it might be less disruptive to their workforce.
  • Posted on: 01/13/2023

    Will advertisers benefit as Lowe’s brings its retail media sales and ops under one roof?

    While the opportunities that Lowe’s is expecting may happen, the new juggling act will be challenging. On the one hand, Lowe’s will need to have employees who excel at all creative forms and media. In addition to coordinating with all the various media outlets, Lowe’s will also have to manage relationships and creative approaches for the brands sold at their stores. This will definitely be an experiment to watch.
  • Posted on: 01/13/2023

    Consumers get some relief as inflation eases

    I agree that lobbying by the retail industry is not likely to affect the Federal Reserve. Consumers continue to purchase the basics for the family even during inflation. They may have even purchased some fun, traditional food over the holidays. When inflation eases consumers are likely to purchase some more expensive items or “treats.”

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