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: 12/03/2020

    Best Buy shrinks sales floors for a more fulfilling experience

    With the decrease of in-store browsing, the increased demand for local pickup, and the pressure for last mile fulfillment, the reconfiguration of stores makes sense. The in-store space may be reconfigured again as customers return to in-store shopping. This move sets Best Buy up to allow for more innovation.
  • Posted on: 11/19/2020

    Can retailers get store brand growth back on track during the pandemic?

    Whether consumers see the private label choices when looking for products is important so they at least know they exist. So online searches need to facilitate this step. Having private label products available consistently is the next step. Both of these steps are essential for trial. Repeat purchase depends upon the quality of the items when purchased.
  • Posted on: 11/19/2020

    Walmart goes to the dogs (and cats, too)

    The number of families with pets is huge so this new service has the potential to connect with many consumers. Using third-party providers is a way to expand this service quickly. However relying on third-party providers puts Walmart at the mercy of how those providers provide the service. Great idea if the execution works well.
  • Posted on: 11/19/2020

    Do masks and social distancing matter in 2020 Christmas spots?

    Target’s ad seems like a typical holiday ad identifying the range of products available at Target that can be used to celebrate the season. It is a good reminder ad but I don’t think it really attracts new consumers. Macy’s ad is a clever way to illustrate the idea of “walking in someone’s shoes” to get the perfect gift. The reference to Macy’s is very subtle - in fact I did not make the association until watching the ad carefully for this activity even though I have seen the ad often.
  • Posted on: 11/18/2020

    Will GameStop play better online?

    Physical stores will not disappear but the manner of shopping and purchasing has and will continue to change. In-store there is likely to be a demand for retro games, new games, and in-store demonstrations. Stores need to offer in-store purchasing, delivery, and curbside pickup. In addition streaming services are increasingly important. GameStop will need to do all of these or become irrelevant.
  • Posted on: 11/18/2020

    Are CPG brands headed for a very merry Christmas?

    Stockpiling has already started so instituting limits on purchases early is a good idea. the numbers of cases are as high or higher everywhere as in the early part of the pandemic. The differences is that it is affecting all 50 states this time. As long as people are staying home the demand for CPG products and home cooking products will remain high. Hopefully the surge will be managed better with limits being enforced early.
  • Posted on: 11/18/2020

    Target and Walmart’s 3Q results are just – Wow!

    Offering a variety of products, seasonal products, and food products enables one-stop shopping which is attractive to consumers. Ensuring the safety of employees and shoppers is appreciated by many. Experimenting with and offering a variety of ways to get products (delivery, in-store, and curbside pickup) creates convenience. Both retailers deserve credit for adapting to consumers' needs. One other possibility might be to change product assortment to those products needed at home, those products that can provide fun at home, and new products for individual and family engagement at home.
  • Posted on: 11/17/2020

    Oreo lovers gladly pay a higher price to customize their cookies

    This is fun and people need fun now. If consumers can afford the diversion they will love it once or twice. Repeat business may not be a regular activity but this could be a good option for special occasions.
  • Posted on: 11/17/2020

    Are retailers cutting their way to profitability or slowly bleeding to death?

    With good back office technology retailers can know what their customers purchase, in what quantity, whether they do so online or in-store, and whether they pickup online orders at the store or have them delivered. With that information retailers can reconfigure their stores to include more back-of-store space for fast moving products or those products in demand locally. The rest of the store can be designed to enhance consumers’ in-store experience. This takes time, money and creativity and it all hinges on the back office data and analysis of that data. Closing stores is not the path for climbing out of a hole.
  • Posted on: 11/17/2020

    Will Amazon’s new online pharmacy disrupt the U.S. drugstore business?

    If Amazon can offer prices that compete with the lowest in the marketplace, it will have a huge impact. Consumers do not enjoy having to go to all the local pharmacies to find a good price and set up an account with each one. Having to do this with every prescription every time is annoying, time consuming and frustrating. Having to pay extra for delivery, even a monthly fee that includes delivery, is an extra expense if you already have Amazon Prime. This could be a very big deal.
  • Posted on: 11/16/2020

    Are garages optimal delivery drop-off points?

    Once the systems have been hacked and/or items are stolen from the garage, people may be no more likely to have items put in the garage than they are to have them brought into their homes. Some people will not be comfortable giving access to their space at all. Some people will feel more comfortable providing this access than having items left on the doorstep. Consumers will decide if they are comfortable enough with this system to purchase the extra equipment.
  • Posted on: 11/16/2020

    Will pop-up e-commerce fulfillment centers help Walmart manage demand?

    Identifying popular selling items is easy when tracking sales. Finding a way to efficiently and quickly get those items through the system makes sense. Is it cost effective to ship these items separately from the rest of the order when other items are requested? Experimenting is necessary to find answers. Good move.
  • Posted on: 11/16/2020

    Costco makes everybody mask up

    I absolutely agree.
  • Posted on: 10/23/2020

    Trader Joe’s and Wegmans satisfy, others falter, through the pandemic

    I don’t live in an area with Wegmans or Publix. However many people have told me they either only shop at Costco or really appreciate the way Costco and Trader Joe’s enforced mask wearing, the number of people allowed in the store, and social distancing. It makes them feel comfortable shopping. At the same time they set up plexiglass and enforced mask wearing by employees to protect their employees.
  • Posted on: 10/23/2020

    Can Target assure customers they’ll be safe shopping for the holidays?

    Target is making some smart moves. As a store with great assortment making one-stop shopping possible and offering multiple ways to purchase and pickup, Target is certainly trying to make customers feel safe. In addition, creating lanes and specific times for pickup is a good idea. Following from some of the experimentation that has been done, offering alternative ways for self checkout at various points throughout the store makes a lot of sense. Making changes to make customers feel more comfortable about shopping and making the process more convenient are smart moves.

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