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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8 results in Reports

  • Sucharita Mulpuru
  • Transportation & Logistics
  • For eBusiness & Channel Strategy Professionals

    Report:US Online Retail Forecast, 2011 To 2016

    eCommerce Tops $200 Billion In 2011

    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: 2239
  • For eBusiness & Channel Strategy Professionals

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

    Benchmarks: The Retail eCommerce Playbook

    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: 2102
  • For eBusiness & Channel Strategy Professionals

    Report:Why Amazon Matters Now More Than Ever

    As Amazon.com has grown aggressively in recent years, expanded into diverse businesses, and achieved profitability, its impact on the eBusiness and retail sectors is now top of mind. For many...

    • Downloads: 2036
  • For eBusiness & Channel Strategy Professionals

    Report:Why Every Retailer Needs An Online Marketplace

    Multichannel retailers that are looking to compete effectively with aggressive pure-play counterparts that often offer cutthroat pricing or shipping programs will find that the marketplace model is a...

    • Downloads: 754
  • For eBusiness & Channel Strategy Professionals

    Report:Predictions 2014: US Retail eBusiness

    As eCommerce approaches $300 billion in sales in the US, it has a more pronounced effect on virtually every shopping category and on the ecosystem of devices and delivery formats that supports it....

    • Downloads: 557
  • 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:Shipping Issues Continue To Plague Online Retailers

    2007 Holiday Data Reveals Consumers' Discontent With Delivery Costs

    More US Web buyers experienced problems or complications while shopping online in the 2007 holiday season than in 2006. Nearly one in two online shoppers had difficulties. Chief among the site...

    • Downloads: 354
  • For eBusiness & Channel Strategy Professionals

    Report:Free Shipping Continues To Be Every Retailer's Frenemy

    Shipping can be seen as both a friend and an enemy to retailers, incentivizing customers to transact via free offers on the one hand while incurring hard costs on the other. Unfortunately, retailers...

    • Downloads: 326