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.

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41 results in Reports

  • Sucharita Mulpuru
  • Digital Marketing
  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online: Key Metrics And Initiatives 2014

    This State Of Retailing Online report comprises the results from the annual survey that Forrester Research conducts in partnership with Shop.org. In this survey, online executives at retail companies...

    • Downloads: 764
  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2013: Marketing And Merchandising

    Forrester partnered with Shop.org for its annual report of eCommerce benchmarks, gathered from a survey of retailers that sell online. We published the first 2013 report earlier this year, covering...

    • Downloads: 946
  • For eBusiness & Channel Strategy Professionals

    Report:The Purchase Path Of Online Buyers In 2012

    In 2011, Forrester partnered with GSI Commerce and its digital agency True Action to evaluate how shoppers touched various marketing touchpoints, such as paid search and email, prior to completing a...

    • Downloads: 1501
  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2012: Mobile And Tablet Commerce

    Forrester partners with Shop.org annually to survey retailers on their attitudes toward and investments in the online retail channel. This year the research specifically probes mobile and tablet...

    • Downloads: 1766
  • For eBusiness & Channel Strategy Professionals

    Report:Google, Amazon, Apple, And Facebook: What eBusiness Executives Need To Know For 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: 1975
  • For eBusiness & Channel Strategy Professionals

    Report:Trends 2012: US Retail eBusiness

    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: 1995
  • 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 and...

    • Downloads: 3165
  • For eBusiness & Channel Strategy Professionals

    Report:Will Facebook Ever Drive eCommerce?

    Demystifying The Hype For Retail eBusiness Executives

    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: 2522
  • For eBusiness & Channel Strategy Professionals

    Report:The Purchase Path Of Online Buyers

    A Joint Holiday Shopping Study With GSI Commerce Of 15 Retail Websites

    Successfully reaching online shoppers during the critical holiday season is crucial to the Q4 success of eCommerce businesses. Forrester collaborated with the eCommerce service provider GSI Commerce...

    • Downloads: 1553
  • For eBusiness & Channel Strategy Professionals

    Report:What You Need To Know About Third-Party Recommendation Engines

    eBusiness executives continue to look for new ways to increase their conversion rates and customer retention. In recent years, third-party recommendation engines, which have earned a reputation for...

    • Downloads: 1250
  • For eBusiness & Channel Strategy Professionals

    Report:US Online Holiday Retail Forecast, 2010

    Forrester expects US holiday season online retail sales to grow 16% year over year. Consumers are showing a willingness to spend this season, with affluent consumers driving the most growth. Almost...

    • Downloads: 413
  • For eBusiness & Channel Strategy Professionals

    Report:The Who, When, And Why Of Visits To Manufacturer Web Sites

    A Joint Study With Channel Intelligence Explores Shopper-Manufacturer Relations

    In our joint study with Channel Intelligence, Forrester surveyed manufacturer Web site visitors to gain a better understanding of the role the sites play in visitors' researching and purchasing...

    • Downloads: 627
  • For eBusiness & Channel Strategy Professionals

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

    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: 2679
  • For eBusiness & Channel Strategy Professionals

    Report:US Online Retail Forecast, 2009 To 2014

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

    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: 2590
  • 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

    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: 2019
  • For eBusiness & Channel Strategy Professionals

    Report:Who Buys Groceries Online And Why

    Web grocery continues to be a low-penetration retail category online. Less than 10% of US online adults have purchased groceries online, but those who are doing so are valuable consumers: US online...

    • Downloads: 1101
  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2009: Profitability, Economy, And Multichannel

    Although 2008 is generally regarded by retail executives to be one of the worst years ever, online retailers as a whole fared well. In "The State of Retailing Online 2009," a Shop.org study conducted...

    • Downloads: 1483
  • For eBusiness & Channel Strategy Professionals

    Report:When eCommerce Executives Should (And Shouldn't) Believe Vendor Case Studies

    Decision-Makers Need To Distinguish Between Useful Data And Propaganda

    Because of the preponderance of point solutions in the online retail world, eCommerce executives are bombarded with numerous vendor-authored case studies that claim to increase a client company's...

    • Downloads: 346
  • For eBusiness & Channel Strategy Professionals

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

    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: 1692
  • For eBusiness & Channel Strategy Professionals

    Report:How The Best Manufacturer Web Sites Drive Sales (Hint: Through Other Stores)

    Forrester recently conducted a joint study with Channel Intelligence to better understand the role of manufacturer Web sites in consumers' path to purchase. We found that manufacturer Web site...

    • Downloads: 610
  • For eBusiness & Channel Strategy Professionals

    Report:Multichannel Is Still A Myth For Retailers

    Companies Continue To Struggle With Cross-Channel Contact Strategies

    Retailers have been striving to provide seamless multichannel shopping experiences in order both to stay ahead of the market in an increasingly interconnected world and to align themselves with...

    • Downloads: 940
  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2009: Marketing

    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: 2206
  • For eBusiness & Channel Strategy Professionals

    Report:The Tasty Opportunity For Restaurants Online

    Online Ordering Has Clear Benefits, But Execution Needs Help

    Despite only a few restaurants having Web ordering capabilities, nearly one in three US Web buyers say that they have ordered food online, either through a PC or mobile device. Forrester believes the...

    • Downloads: 589
  • For eBusiness & Channel Strategy Professionals

    Report:The Emerging Opportunity In Mobile Commerce

    Explosive iPhone Adoption Resuscitates An Old Idea

    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: 1924
  • For eBusiness & Channel Strategy Professionals

    Report:Multichannel Experiences Still Need Work

    Consumers Report Low Satisfaction When Shopping Across Channels

    Superior cross-channel experiences continue to be the goal for most retail executives of multichannel businesses. Yet a recent Forrester survey of consumers highlighted the particularly large...

    • Downloads: 732