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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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12 results in Reports

  • Sucharita Mulpuru
  • Consumer Technographics
  • Consumer Electronics & Technology
  • eBusiness & Channel Strategy

  • 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: 2380
    • Rating:

  • 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: 1151
    • Rating:

  • 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: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: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: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: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: 530

  • 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: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: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: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:Web Buyers Still Expect Lower Prices Online

    But That Doesn't Mean Retailers Have To Bottom Feed

    Carrie Johnson, Sucharita MulpuruFebruary 13, 2007

    A history of insane promotions and deals has left the Web with the dubious reputation of being a bargain basement. As a result, online shoppers expect to find lower prices online than in other...

    • Downloads: 173
 
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