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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.

Research Coverage:

Best of the Web, Cross Channel Strategies, Customer Experience Management, Expert Reviews, In-Store Technologies, Interactive Marketing Strategy and Process, Mobile Web, Multichannel Selling Strategies, Online Marketing Technology, Personalization, Sales Enablement, Web Design & Usability

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91 results in Reports

  • Sucharita Mulpuru
  • eBusiness & Channel Strategy

  • For eBusiness & Channel Strategy Professionals

    Report:Five Retail eCommerce Trends To Watch In 2011

    Sucharita MulpuruJanuary 31, 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 the...

    • Downloads: 3056

  • For eBusiness & Channel Strategy Professionals

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

    Sucharita MulpuruJune 3, 2011

    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 and...

    • Downloads: 3038

  • For eBusiness & Channel Strategy Professionals

    Report:Mobile Commerce Forecast: 2011 To 2016

    Sucharita MulpuruJune 17, 2011

    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...

    • Downloads: 2997

  • For eBusiness & Channel Strategy Professionals

    Report:US eCommerce Forecast: 2008 To 2012

    B2C eCommerce Expected To Top $300B In Five Years

    Sucharita MulpuruJanuary 18, 2008

    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 part...

    • Downloads: 2121

  • For eBusiness & Channel Strategy Professionals

    Report:The New Paradigm Of Retail

    Vision: The Retail eCommerce Playbook

    Sucharita MulpuruNovember 20, 2012

    Agile commerce promises 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. All retailers will...

    • Downloads: 2654

  • For eBusiness & Channel Strategy Professionals

    Report:Topic Overview: eBusiness And The Economy

    Sucharita MulpuruNovember 14, 2008

    The silver lining in the cloud of the global recession is that Web businesses are certain to fare better than their offline counterparts as consumers continue to shift their daily activities online....

    • Downloads: 2565

  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2010: Marketing, Social Commerce, And Mobile

    Sucharita MulpuruJuly 29, 2010

    The annual fielding of "The State of Retailing Online," a Shop.org study conducted by Forrester Research, asked Web retailers to share levels of interactive marketing spend, effectiveness of social...

    • Downloads: 2631

  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2008: Marketing Report

    Sucharita MulpuruMay 7, 2008

    This report reflects the 11th annual fielding of the State of Retailing Online study, a Shop.org survey conducted by Forrester Research. The objective of the study is to collect a series of...

    • Downloads: 2149

  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2010: Key Metrics And Multichannel And Global Strategies

    An Empowered Report

    Sucharita MulpuruOctober 28, 2010

    This second part of Forrester's annual survey conducted in partnership with Shop.org of Web retailers covers benchmark data pertaining to key eCommerce metrics, profitability, and spend level on...

    • Downloads: 2407

  • For eBusiness & Channel Strategy Professionals

    Report:US Online Retail Forecast, 2009 To 2014

    Online Retail Hangs Tough For 11% Growth In A Challenging Economy

    Sucharita Mulpuru, Peter HultMarch 5, 2010

    Amid a global financial crisis, US online retail (excluding auto, travel, and prescription drugs) managed to grow 11% in 2009 to reach $155.2 billion. With a 10% compound annual growth rate (CAGR),...

    • Downloads: 2538

  • For eBusiness & Channel Strategy Professionals

    Report:How Consumers Actually Shop For Retail Products Across Channels

    Sucharita MulpuruMay 9, 2008

    While cross-channel shopping is expected to top $1 trillion by 2012, less is known about specific consumer behavior that drives customers across channels. In a recent Forrester consumer survey, we...

    • Downloads: 1908

  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2009: Marketing

    Sucharita MulpuruJune 5, 2009

    This report reflects the 12th annual fielding of "The State of Retailing Online," a Shop.org study conducted by Forrester Research. The objective of the study is to collect a series of benchmarks...

    • Downloads: 2185

  • For eBusiness & Channel Strategy Professionals

    Report:US eCommerce Forecast, 2008 To 2013

    The Economic Meltdown Guarantees A Slowdown Of Growth In 2009

    Sucharita MulpuruFebruary 2, 2009

    US non-travel eCommerce sales grew by 13% from 2007 to 2008 and are expected to grow 11% in 2009. These figures represent a significant slowdown in growth from 2007, when online sales were 18% higher...

    • Downloads: 2000

  • For eBusiness & Channel Strategy Professionals

    Report:Trends 2009: US Online Retail

    Surviving Companies Must Focus On Quick Wins And Pricing To Grow

    Sucharita MulpuruApril 29, 2009

    While consumer-facing companies struggle to grow in an unprecedented economic climate, Web divisions of these companies continue to garner attention, from both shoppers seeking lower prices and...

    • Downloads: 1765

  • For eBusiness & Channel Strategy Professionals

    Report:US Online Retail Forecast, 2010 To 2015

    eCommerce Growth Accelerates Following "The Great Recession"

    Sucharita MulpuruFebruary 28, 2011

    US online retail sales grew 12.6% in 2010 to reach $176.2 billion. With an expected 10% compound annual growth rate (CAGR) from 2010 to 2015, US eCommerce is expected to reach $278.9 billion in 2015....

    • Downloads: 2224

  • For eBusiness & Channel Strategy Professionals

    Report:Will Facebook Ever Drive eCommerce?

    Demystifying The Hype For Retail eBusiness Executives

    Sucharita MulpuruApril 7, 2011

    In spite of the fact that hundreds of millions of people around the world have Facebook accounts, the ability of the social network to drive revenue for eCommerce businesses continues to remain...

    • Downloads: 2393
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:Top US eCommerce And Online Retail Predictions For 2008

    Sucharita MulpuruFebruary 11, 2008

    As the US economy makes its way through a difficult 2008, eCommerce companies will face hardship as they encounter significant cutbacks in consumer spending. Forrester anticipates that year-over-year...

    • Downloads: 1515

  • For eBusiness & Channel Strategy Professionals

    Report:Which Personalization Tools Work For eCommerce — And Why

    Sucharita MulpuruDecember 27, 2007

    While Web site personalization has been a hot eCommerce topic for years, managers of online businesses know that executing Web site personalization is not easy. In spite of consumer affinity for...

    • Downloads: 1890

  • For eBusiness & Channel Strategy Professionals

    Report:TechRadar™ For eBusiness And Channel Strategy Professionals: Social Commerce, Q1 2010

    Which Social Tools Make The Most Sense For Web Businesses And Why

    Sucharita MulpuruFebruary 25, 2010

    Forrester's TechRadar is a framework that helps decision-makers prioritize investments in the tools and technologies that underlie a given discipline. Social commerce, which comprises the social...

    • Downloads: 1969

  • For eBusiness & Channel Strategy Professionals

    Report:Trends 2012: US Retail eBusiness

    Sucharita MulpuruJanuary 13, 2012

    eBusiness executives in retail will grapple with three key trends in 2012: growth of mobile device usage, heightened competition from Amazon.com, and continued market share shift to web retail....

    • Downloads: 1904
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:The Emerging Opportunity In Mobile Commerce

    Explosive iPhone Adoption Resuscitates An Old Idea

    Sucharita MulpuruFebruary 12, 2009

    The rapid consumer adoption of the iPhone has encouraged retailers to once again consider the mobile-enabled commerce opportunity. Only 14% of US Web buyers who own a mobile device that is capable of...

    • Downloads: 1909

  • For eBusiness & Channel Strategy Professionals

    Report:US Online Retail Forecast, 2011 To 2016

    eCommerce Tops $200 Billion In 2011

    Sucharita MulpuruFebruary 27, 2012

    eCommerce sales continue to grow rapidly, having topped $200 billion in 2011. Forrester expects that online sales will grow from 7% of overall retail sales to close to 9% by 2016. Key drivers of this...

    • Downloads: 2097
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2009: Merchandising And Web Optimization

    Sucharita MulpuruAugust 14, 2009

    The annual fielding of "The State of Retailing Online," a Shop.org study conducted by Forrester Research, asked retailers about their prioritization and success rates regarding more than 50 site...

    • Downloads: 1674

  • For eBusiness & Channel Strategy Professionals

    Report:Google, Amazon, Apple, And Facebook: What eBusiness Executives Need To Know For 2012

    Sucharita MulpuruFebruary 7, 2012

    As four of the largest and arguably most currently influential technology companies — Google, Amazon.com, Apple, and Facebook — continue to exhibit ambitious tendencies to capture...

    • Downloads: 1805
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2011: Merchandising, Headcount, And Global Strategies

    Benchmarks: The Retail eCommerce Playbook

    Sucharita MulpuruJanuary 29, 2013

    This is the second of two reports that detail the findings from "The State Of Retailing Online, 2011," a Shop.org research survey conducted by Forrester Research. Specific topics covered in this...

    • Downloads: 1791
    • Rating:
 
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