First Spiegel paper to be published in Journal of Retailing


The Spiegel Research Center has learned that the center’s first academic paper will be published in the Journal of Retailing.

The paper “On the Go: How Mobile Shopping Affects Customer Purchase Behavior,” by Rebecca Wang, Edward Malthouse and Lakshman Krishnamurthi will be published in a special issue of the journal in summer.

Wang, a doctoral student in the Kellogg School of Management, who has worked with the Spiegel Center since 2012, analyzed a data set from Peapod, the online grocer, to discover how a customer’s engagement with a branded app affected purchase behavior. Malthouse is the research director of the Spiegel Research Center and the Theodore R. and Annie Laurie Sills Professor of Integrated Marketing Communications at the Medill School of Journalism, Media, Integrated Marketing Communications. Krishnamurthi is the A. Montgomery Ward Distinguished Professor of Marketing at Northwestern’s Kellogg School of Management.

“Mobile retail is no longer a trend,” Wang said. “It is happening now, and hopefully empirical findings from this paper will help retailers plan and prioritize their mobile strategies.”

Among the key insights uncovered by the research:

  • Mobile engagement and multi-device engagement grow order sizes.
  • Mobile use decreases time-to-next purchase.
  • Mobile shopping grows lifetime value of a customer.
  • Consumers are more likely to use mobile devices for routine/habitual purchases and desktop for purchases that require research or consideration.

Wang has presented the paper at the Academy of Marketing Sciences annual conference in Indianapolis and the INFORMS Marketing Science Society conference in Atlanta, both in 2014.

“The Journal of Retailing is one of the most cited journals in marketing,” Malthouse said. “This article makes some seminal contributions to mobile marketing and I think it will be widely cited for years to come.”

Academic research is a key component of Spiegel Research Center’s mission to understand how various types of customer engagement – particularly digital engagement – impact purchase.

Get the white paper version of this research.