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: 08/26/2022

    Are feedback requests worth it, even when they’re annoying?

    Asking for feedback about the product when it has just arrived and before I have used the product means that I don’t respond. If I really like or dislike a product or service I will respond. If it just fulfills expectations I will not leave feedback on the forms that require a certain number of words before responding. Answering a lot of questions when I want to say “performed as expected” is not worth it.
  • Posted on: 08/26/2022

    Employees want Apple management to ‘think different’ about office work

    Why would Apple management expect that issuing a rule about remote work would be successful for the company that espouses the need to think different”?
  • Posted on: 08/26/2022

    Transactional reward programs are easy, but do they build customer loyalty?

    Just what we need - more rewards programs! The rewards programs such as the ones at Safeway and Kroger, that require consumers to go to their website or app, sift through a long line of rewards to choose the ones you want, are a lot of work and certainly not tailored to the consumer. In addition they both have programs for special discounts that require downloading the digital coupon while you are in the store that are frustrating because the internet inside those stores is so bad the digital coupons do not download and then you have to ask the associate to look it up before being able to take advantage of the discount! Working so hard to take advantage of the rewards program is not worth it! Fee based programs are great if you know when you have saved more money than the cost of the program. Neither of these programs engenders loyalty.
  • Posted on: 08/23/2022

    Sales and marketing pros want more from their CRM systems

    Successful CRM systems are the ones designed for the tasks they will be asked to perform AND that are actually used by sales and marketing. One way to ensure this success is to have marketing and IT people work together as the system is being designed. Telling IT what is needed is not enough. IT and marketing professionals think about and perform tasks differently. They have to work together to design every step of the process to ensure its usability for marketing and sales. Then marketing and sales employees need to be trained to use the system, with success and value being demonstrated along the way. Without both of these steps a CRM system will never be fully successful.
  • Posted on: 08/23/2022

    Is Kohl’s putting too many of its eggs in Sephora’s basket?

    Since many of the Sephora shoppers are new to Kohl's, one strategy would be to enhance choices in other categories that are desirable to those consumers. The trick will be to continue to offer variety to current loyal shoppers. Another strategy would be to enhance the in-store experience of other categories to attract more shoppers into the store.
  • Posted on: 08/22/2022

    Are inflation bonuses worth it for retailers?

    Not feeling appreciated is often a complaint of low paid hourly workers. The fact that Lowes is giving workers a bonus and an increased discount is a great way to show appreciation in this economy. In another year circumstances may be different so it might be necessary to find another form of showing appreciation.
  • Posted on: 08/22/2022

    TikTok turns Costco into a fashion magnet

    The fashion buzz is successful because it is from consumers, not from Costco. Part of the reason for success is that Costco has never been perceived as a place for fashion. However, the emphasis on comfort, affordability, and convenience are good reasons for purchasing clothes at Costco. Given the turnover in Costco products, the idea is a fashion find is also an appeal for Costco. Keeping the philosophy of a treasure hunt is more important for Costco than chasing after a particular category.
  • Posted on: 08/22/2022

    What should the free shipping threshold be?

    Retailers need to cover costs, but retaining loyal customers and incentivizing customers to purchase are also important. Given difficult economic times, customers may not want to spend a lot in one month, but free shipping might keep them loyal. Testing different levels for free shipping is a good strategy to use since this will be a different decision for each retailer.
  • Posted on: 07/21/2022

    Should career retention efforts focus more on ‘squiggling’?

    If you hire people at minimum wage, offer them no advancement, and limited, if any, benefits, why are you surprised at the turnover rate? To retain these people they need to feel valued and have hope for future career development. It would not be hard to think of a plan, but it means that management would actually have to think about these people and value them.
  • Posted on: 04/05/2022

    Did Howard Schultz make a wise course correction on his first day back at Starbucks?

    If employees were happy, satisfied and loyal, they would not be voting for unionization. Of course the huge and increasing disparity between executive and employee pay does not help employee relations. Listening to and investing in people at Starbucks is necessary.
  • Posted on: 02/11/2022

    Can retail make its trucker numbers add up?

    Truck driver shortages have been and will continue to be a significant problem. What is the relationship with supply chain shortages? That is a complex issue. However, if there were enough drivers there would still be a supply chin issue because the software and hardware is not in place for manufacturers, wholesalers, and retailers to know where their inventory is at all times. How can the process be managed effectively if you don't know where the inventory is?
  • Posted on: 02/11/2022

    Smarter barcodes are coming to a store near you

    Transitioning to a new technology will be a big ask as many companies need to upgrade their logistics and inventory software and hardware. The 2D technology will definitely the ability for companies to have access to more data but, as with RFID codes, the transition will be rocky.
  • Posted on: 02/11/2022

    What is it about Amazon’s retail profitability that we just don’t get?

    Great points. There is a reason it is difficult to tease pit retail numbers. If you have an organic strategy you look at the business differently. I doubt if Amazon is losing money on retail, but their organic diversified strategy is definitely making money.
  • Posted on: 02/09/2022

    Are out-of-stocks making c-store visits less convenient?

    Out-of-stocks hurt all retailers. Those retailers that can normalize the look of being in-stock will be looked on favorably by consumers for normalizing their supply chain and logistics issues. Those retailers that do not focus on supply chain and logistics improvement will find themselves at a competitive disadvantage when other retailers improve faster.
  • Posted on: 02/09/2022

    Aldi moves closer to becoming America’s third largest grocery retailer

    The economic pressures are definitely favorable for Aldi’s expansion. Adapting to changing demands with more organics and curbside pickup also helps. The expansion of Aldi will definitely keep pressure on low prices.

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