Sucharita Mulpuru

Vice President, Principal Analyst serving eBusiness & Channel Strategy PROFESSIONALS

Sucharita serves eBusiness & Channel Strategy Professionals. She is a leading expert on eCommerce, multichannel retail, consumer behavior, and trends in the online shopping space. She is also a noted authority on technology developments that affect the online commerce industry and vendors that facilitate online marketing and merchandising.

In her research, Sucharita covers such consumer-oriented topics as eCommerce forecasting and trends, merchandising best practices, conversion optimization, and social computing in the retail world. She has also authored "The State Of Retailing Online," a joint study conducted annually with Shop.org and a leading industry benchmark publication.

Previous Work Experience

Prior to Forrester, Sucharita was the director of marketing at Saks Fifth Avenue, where she managed the customer acquisition, retention, and market research efforts for the $2 billion luxury retailer's online channel. Prior to Saks, she held management positions at Toys R Us, where she was a merchant in the Babies R Us division and a store manager in one of the company's largest toy stores. She also worked for the Walt Disney Company, where she developed and managed marketing plans for new business initiatives, including the Disney Stores, the Disney Cruise Line, and Club Disney.

Additionally, she was involved in the expansion of Cap Cities/ABC properties, specifically ESPN Zone, ESPN Magazine, and the Go.com network. She has written two nonfiction books and has contributed to BusinessWeek Online.

Education

Sucharita holds a B.A. in economics from Harvard University and an M.B.A. from the Stanford Graduate School of Business.

Sucharita Mulpuru's Research

  • For eBusiness & Channel Strategy Professionals

    Report: The State Of Retailing Online 2014: Marketing

    This latest report in our series using data from The State Of Retailing Online, a Shop.org study conducted by Forrester Research, covers interactive marketing benchmarks for online retailers. Mo...

    • For eBusiness & Channel Strategy Professionals

      Report: Three Things Frightening Retailers Now

      eCommerce and technology have become a larger part of retail companies overall, but the benefits of web sales also come with significant risks. We looked at the risk factors cited in the U.S. Se...

      • Downloads: 128
    • For eBusiness & Channel Strategy Professionals

      Report: The New Paradigm Of Retail

      Omnichannel and agile commerce promise to change the offers that retailers provide and the ways in which consumers buy; as a result, the look and feel of retail is certain to change in lockstep....

      • Downloads: 3340
    • For eBusiness & Channel Strategy Professionals

      Report: US Cross-Channel Retail Sales Forecast: 2014 To 2018

      We forecast that US cross-channel retail sales, which we define as transactions that touch a digital medium but are not completed on the Internet, will reach $1.4 trillion in 2014 and grow to $1...

      • Downloads: 182
    • For eBusiness & Channel Strategy Professionals

      Report: The Art And Science Of Retail eCommerce

      As retail eCommerce sales continue to explode, eBusiness executives must check all the boxes to ensure that they are not missing opportunities in this critical channel. This playbook provides in...

      • Downloads: 1707
    • For eBusiness & Channel Strategy Professionals

      Report: The New Paradigm Of Retail

      Omnichannel and agile commerce promise to change the offers that retailers provide and the ways in which consumers buy; as a result, the look and feel of retail is certain to change in lockstep....

      • Downloads: 3340
    • For eBusiness & Channel Strategy Professionals

      Report: Five Retail eCommerce Trends To Watch In 2011

      2010 marked a year of significant changes in the Internet landscape (primarily with the growth of social networks and mobile devices); these changes forced retail executives to think hard about ...

      • Downloads: 3139
    • For eBusiness & Channel Strategy Professionals

      Report: The State Of Retailing Online 2011: Marketing, Social, And Mobile

      While eCommerce continues to grow and take market share from the physical retail channel, retailers also look to experiment with new approaches to their web businesses such as social commerce an...

      • Downloads: 3170
    • For eBusiness & Channel Strategy Professionals

      Report: Mobile Commerce Forecast: 2011 To 2016

      Mobile commerce is expected to reach $31 billion by 2016. While this represents a compounded annual growth rate of 39% from 2011 to 2016, mobile commerce is only expected to be 7% of overall eCo...

      • Downloads: 3131
    • For eBusiness & Channel Strategy Professionals

      Report: US eCommerce Forecast: 2008 To 2012

      US online retail reached $175 billion in 2007 and is projected to grow to $335 billion by 2012. Business-to-consumer (B2C) eCommerce continues its double-digit year-over-year growth rate, in par...

      • Downloads: 2143
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