The Dynamics of Shopper Engagement and Purchase Conversion at Retail Checkout


Topic: The Dynamics of Shopper Engagement and Purchase Conversion at Retail Checkout

Speaker: Shibo LiKelley School of Business at Indiana University


Time1000-1130 A.M.June 8(Friday)2018



The checkout area or “front end” of a supermarket sells an ever expanding assortment of products, and is one of the most productive areas of the store and an important driver of trip satisfaction and future store loyalty. Prior research on retail checkout has focused on how waiting time affects customer satisfaction and the implications for queue management. Little is known, however, about how shoppers attend to, engage with, and shop products while waiting in line. This research proposes a simultaneous equations model which predicts that, as shoppers move through the checkout lane, their motives, abilities and contextual factors dynamically influence their eye fixations, product interactions, and purchases. We estimate the model using a unique dataset of eye-tracking and survey data collected from a field experiment at a large U.S. grocery chain. The research reveals that product engagement and “impulse purchases” are the predictable outcome of interactions between personal, contextual and marketing factors. The study provides marketing researchers and store managers with valuable insights for product organization, merchandising, and line management at retail checkout.


Introduction to the Speaker

Professor Shibo Li is John R. Gibbs Professor of Marketing in the Kelley School of Business at Indiana University Bloomington. U.S.A. He obtained Ph.D. in Business Administration (Marketing) from Carnegie Mellon University. His research interests include consumer dynamics, marketing analytics, customer relationship management, innovation, digital marketing, shopper marketing, and signaling models. His research has appeared in various top-tier journals such as Marketing Science, Journal of Marketing Research, Journal of Marketing, Information Systems Research, Journal of the Academy of Marketing Science, and Journal of Interactive Marketing. He was selected as a MSI Young Scholar by Marketing Science Institute in 2009, and won the Faculty Research Award in 2011, the 3M Junior Faculty Grant Award in 2008-2010, and the Arthur M. Weimer Faculty Fellowship in 2011-2017 in the Kelley School of Business at Indiana University. He was the winner of the prestigious John A. Howard Doctoral Dissertation Award of the American Marketing Association in 2004 and received the CART Research Frontier Award from Carnegie Mellon University iii 2006. His dissertation has also won the William Cooper Dissertation Competition Award at Carnegie Mellon University in 2003, and was a finalist of the John D. C. Little Award for papers published in Marketing Science and Management Science in 2004. He was on the editorial review board of Marketing Science from 2007-2008 and currently serves on the editorial review board of Journal of Marketing from 2018 to present. He has taught various undergraduate, MBA. EMBA and doctoral courses at Carnegie Mellon University, Rutgers University, Indiana University and Cheung Kong Graduate School of Business.