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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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28 results in Reports

  • Sucharita Mulpuru
  • eBusiness & Channel Strategy
  • Customer Intelligence Strategy and Process

  • 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: 3049

  • 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: 2119

  • 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: 2564

  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2008: Marketing Report

    Sucharita MulpuruMay 07, 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: 2145

  • For eBusiness & Channel Strategy Professionals

    Report:How Consumers Actually Shop For Retail Products Across Channels

    Sucharita MulpuruMay 09, 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: 1906

  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2009: Marketing

    Sucharita MulpuruJune 05, 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: 2182

  • For eBusiness & Channel Strategy Professionals

    Report:US eCommerce Forecast, 2008 To 2013

    The Economic Meltdown Guarantees A Slowdown Of Growth In 2009

    Sucharita MulpuruFebruary 02, 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: 1998

  • 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: 1763

  • 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: 1514

  • For eBusiness & Channel Strategy Professionals

    Report:US eCommerce: 2008 To 2012

    Sucharita MulpuruMay 06, 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: 27

  • For eBusiness & Channel Strategy Professionals

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

    Sucharita MulpuruOctober 23, 2009

    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: 1464

  • For eBusiness & Channel Strategy Professionals

    Report:Topic Overview: US Online Retail

    Sucharita MulpuruMarch 13, 2007

    The online channel continues to play a significant role in the strategic plans of business-to-consumer (B2C) companies. The retail and travel piece of B2C eCommerce alone now tops $200 billion, with...

    • Downloads: 1401

  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2008: Merchandising And Web Optimization Report

    Sucharita MulpuruAugust 15, 2008

    This report summarizes the merchandising and Web optimization findings from the 11th annual fielding of "The State of Retailing Online," a Shop.org study conducted by Forrester Research. In this...

    • Downloads: 1157

  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2008: Profitability, Economy, And Multichannel Report

    Sucharita MulpuruOctober 15, 2008

    As part of "The State of Retailing Online," a Shop.org study conducted by Forrester Research, we surveyed online retailers in June and July 2008 about their profitability and outlook for the coming...

    • Downloads: 1025

  • For eBusiness & Channel Strategy Professionals

    Report:Four Essential Metrics For Cross-Channel Measurement

    Sucharita MulpuruAugust 12, 2008

    With consumers regularly migrating across channels when researching and purchasing products, eBusiness professionals are tasked with the challenge of quantifying that cross-channel behavior....

    • Downloads: 1137

  • For eBusiness & Channel Strategy Professionals

    Report:Myths And Truths About Online Customer Reviews

    Ten Things Online Retailers Should Know About Customer Reviews

    Sucharita Mulpuru, Peter HultDecember 23, 2008

    Online shoppers are incorporating social content like customer ratings and reviews in their product research process, and many retailers have fully embraced the strategy. We uncovered five truths and...

    • Downloads: 1111

  • For eBusiness & Channel Strategy Professionals

    Report:Multichannel Is Still A Myth For Retailers

    Companies Continue To Struggle With Cross-Channel Contact Strategies

    Sucharita MulpuruJune 29, 2009

    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: 925

  • For eBusiness & Channel Strategy Professionals

    Report:Trends 2007: eCommerce And Online Retail

    Sucharita MulpuruFebruary 20, 2007

    2006 was a year of squeezing more out of existing eCommerce conversion rates, but Forrester predicts that 2007 will bring a keen focus on squeezing more out of a company's bottom line. Specifically,...

    • Downloads: 583

  • For eBusiness & Channel Strategy Professionals

    Report:Fashion And Online Shopping: It's A Match

    Trending US Online Fashion Buyers, 2001 To 2007

    Sucharita MulpuruNovember 15, 2007

    In 2006, online apparel sales outpaced computer hardware and software for the first time — evidence of the maturing eCommerce landscape. Who are the online clothing buyers driving this growth,...

    • Downloads: 799

  • For eBusiness & Channel Strategy Professionals

    Report:Multichannel Experiences Still Need Work

    Consumers Report Low Satisfaction When Shopping Across Channels

    Sucharita MulpuruFebruary 02, 2009

    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: 715

  • For eBusiness & Channel Strategy Professionals

    Report:Benchmark 2007: Retail

    Most Online Shoppers Are Early Adopters

    Sucharita MulpuruSeptember 17, 2007

    While online shopping continues to grow at a blistering double-digit pace, much of that growth results from the significant amount that the most tenured online shoppers spend online. Although they...

    • Downloads: 501

  • For eBusiness & Channel Strategy Professionals

    Report:US Retail eCommerce Forecast, 2006 To 2011

    Sucharita MulpuruMay 04, 2007

    This Data Chart forecasts the continued adoption of online retail in the US through 2011. It offers specific growth predictions across a variety of industries.

    • Downloads: 28

  • For eBusiness & Channel Strategy Professionals

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

    Sucharita Mulpuru, Peter HultJuly 23, 2009

    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: 592

  • For eBusiness & Channel Strategy Professionals

    Report:Why US B2C eCommerce Will Weather The Economic Downturn Well

    Sucharita MulpuruApril 30, 2008

    While Web buyers generally expect the coming 12 months to be particularly grim for the US economy overall, these same consumers view their personal financial situations more optimistically. As a...

    • Downloads: 434

  • For eBusiness & Channel Strategy Professionals

    Report:The Tasty Opportunity For Restaurants Online

    Online Ordering Has Clear Benefits, But Execution Needs Help

    Sucharita MulpuruFebruary 12, 2009

    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: 529
 
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