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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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35 results in Reports

  • Sucharita Mulpuru
  • eBusiness & Channel Strategy
  • Consumer Technographics
  • Retail

  • 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:US Online Retail Forecast, 2009 To 2014

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

    Sucharita Mulpuru, Peter HultMarch 05, 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: 2533

  • 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: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:Will Facebook Ever Drive eCommerce?

    Demystifying The Hype For Retail eBusiness Executives

    Sucharita MulpuruApril 07, 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: 2378
    • Rating:

  • 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: 1885

  • 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: 1908

  • 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: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: 1110

  • For eBusiness & Channel Strategy Professionals

    Report:How Shoppers Evolve Online

    Examining eCommerce Tenure By Product Category

    Sucharita MulpuruOctober 24, 2008

    As Web sales lose steam — online sales in the US are projected to grow 17% in 2008 over 2007 compared with a year-over-year sales increase of 66% in 2000 over 1999 — eCommerce executives...

    • Downloads: 856

  • For eBusiness & Channel Strategy Professionals

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

    Sucharita MulpuruNovember 18, 2010

    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: 1150
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:Who Buys Groceries Online And Why

    Sucharita MulpuruFebruary 12, 2010

    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: 1001

  • 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:Success In Mobile Commerce Means Asking The Right Questions Now

    Sucharita MulpuruJuly 16, 2009

    Forrester recently adapted its methodology for creating a successful social strategy — based on understanding people, objectives, strategy, and technology (POST) — to the mobile strategy...

    • Downloads: 854

  • 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:The Future Of Online Secondary Ticketing

    A Forecast Of US Online Secondary Ticket Sales, 2007 To 2012

    Sucharita MulpuruFebruary 06, 2008

    Forrester estimates that US online secondary ticket sales will grow at a 12% CAGR over the next five years, reaching $4.5 billion by 2012. This represents an incremental 20% to the $22 billion in...

    • Downloads: 629
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:Consumer Usage Of Kiosks And Self-Service Checkout Tools

    Sucharita MulpuruDecember 08, 2009

    In-store kiosks and self-service technologies are becoming more present in consumers' everyday lives via ATMs and airport check-in and can provide opportunities for cross-channel growth. They're...

    • Downloads: 781

  • 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:The Checkout Tools That Boost eBusiness

    Why Paypal, Bill Me Later, And Google Checkout Work

    Sucharita MulpuruJanuary 17, 2007

    As online businesses struggle to find ways to maintain double-digit growth year after year, a slew of options that aim to boost checkout conversion have emerged as promising tools in the quest to...

    • Downloads: 566

  • For eBusiness & Channel Strategy Professionals

    Report:US Online Holiday Retail Forecast, 2009

    Sucharita MulpuruNovember 02, 2009

    Forrester expects online retail sales to reach $44.7 billion during the months of November and December 2009, an 8% increase over 2008. Despite the lingering effects of the global financial crisis,...

    • Downloads: 515

  • 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:Five Immediate Opportunities For eCommerce Improvement

    Sucharita MulpuruMay 11, 2007

    While eCommerce sales continue to grow at a rapid pace, unmet customer opportunities abound in the areas of Web site merchandising, Web site operations, and fulfillment. Specifically, the following...

    • Downloads: 478
 
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