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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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91 results in Reports

  • Sucharita Mulpuru
  • eBusiness & Channel Strategy

  • For eBusiness & Channel Strategy Professionals

    Report:How US Consumers Shop On Mobile Devices

    Consumers Use Mobile Phones Primarily For In-Store Product Research

    Sucharita Mulpuru, Marcus JohnsonMay 13, 2013

    Sales remain small on mobile devices, and online retailers are taking a cautious approach to investment in mobile services — for now. In this report, we discuss the size of the US mobile retail...

    • Downloads: 225

  • For eBusiness & Channel Strategy Professionals

    Report:Trends 2013: US Retail eBusiness

    Sucharita MulpuruApril 04, 2013

    As US online retail continues to grow and capture shopper wallet share, online retail executives must determine the best areas on which to focus their limited resources, particularly given the number...

    • Downloads: 401
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:US Online Retail Forecast, 2012 To 2017

    US Online Retail Will Reach $262 Billion In 2013

    Sucharita MulpuruMarch 13, 2013

    Online retail in the US continues to grow at a rapid rate, outpacing sales growth at traditional stores and stealing market share from them. We predict that online retail in 2013 will reach $262...

    • Downloads: 606

  • For eBusiness & Channel Strategy Professionals

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

    Benchmarks: The Retail eCommerce Playbook

    Sucharita MulpuruJanuary 29, 2013

    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: 1755
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:Must-Have eCommerce Features

    Road Map: The Retail eCommerce Playbook

    Sucharita MulpuruJanuary 29, 2013

    Companies often struggle with how to prioritize the countless issues that populate eCommerce to-do lists. This chapter of the retail eCommerce playbook is a prescriptive look at the industry...

    • Downloads: 803
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:The Five Key Success Factors Of Every eBusiness

    Strategic Plan: The Retail eCommerce Playbook

    Sucharita MulpuruJanuary 28, 2013

    One of the questions that organizations launching an eCommerce operation commonly ask is, "Are there common elements behind success?" With a decade of retail eCommerce behind us, we can see that...

    • Downloads: 415
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2013: Key Metrics And Initiatives

    Sucharita MulpuruJanuary 25, 2013

    eCommerce continues to grow at a rapid pace; on average, the retailers surveyed for Forrester and Shop.org's annual The State of Retailing Online study experienced 28% growth in sales in 2012 over...

    • Downloads: 765
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:Rank Yourself With The eBusiness Maturity Model

    Assessment: The Retail eCommerce Playbook

    Sucharita Mulpuru, Carrie JohnsonJanuary 18, 2013

    As retail companies evaluate their eCommerce opportunities, establishing a level set of their current strengths and weaknesses is essential. In 2008, Forrester introduced its proprietary eBusiness...

    • Downloads: 853
    • Comments: 1

  • For eBusiness & Channel Strategy Professionals

    Report:US Mobile Retail Forecast, 2012 To 2017

    Sucharita MulpuruJanuary 16, 2013

    The rapid growth and ubiquity of smartphones naturally means that a significant portion of Internet activity, including shopping, will migrate to this mobile device. While mobile browsing on retail...

    • Downloads: 721
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:The New Paradigm Of Retail

    Vision: The Retail eCommerce Playbook

    Sucharita MulpuruNovember 20, 2012

    Agile commerce promises to change the offers that retailers provide and the ways in which consumers buy; as a result, the look and feel of retail is certain to change in lockstep. All retailers will...

    • Downloads: 2615

  • For eBusiness & Channel Strategy Professionals

    Report:The eCommerce Juggernaut Dominates Retail

    Landscape: The Retail eCommerce Playbook

    Sucharita MulpuruNovember 12, 2012

    In the second chapter of the retail eCommerce playbook, we lay out the current state of eCommerce and the enormous trillion-dollar opportunity it will represent around the world by 2016. We discuss...

    • Downloads: 814
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:US Online Holiday Retail Forecast, 2012

    US Holiday Online Sales To Top $68 Billion

    Sucharita MulpuruNovember 08, 2012

    Forrester estimates that US holiday season online retail sales will grow 15% from 2011 to 2012. We expect consumers to show a willingness to spend this season and to use a variety of touchpoints,...

    • Downloads: 327
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:The Art And Science Of Retail eCommerce

    Executive Overview: The Retail eCommerce Playbook

    Sucharita MulpuruOctober 09, 2012

    As retail eCommerce sales continue to explode, eBusiness executives must check all the boxes to ensure that they are not missing opportunities in this critical channel. This playbook provides...

    • Downloads: 1099
    • Comments: 4
    • Rating:

  • For eBusiness & Channel Strategy Professionals

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

    Sucharita MulpuruSeptember 25, 2012

    Forrester partners with Shop.org annually to survey online retail executives on their adoption of various web-related technologies and the investment levels associated with those initiatives. This...

    • Downloads: 990
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:The Purchase Path Of Online Buyers In 2012

    Sucharita MulpuruSeptember 24, 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: 1329
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:Why Amazon Matters Now More Than Ever

    Sucharita Mulpuru, Brian K. WalkerJuly 26, 2012

    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: 1607
    • Comments: 1
    • Rating:

  • For eBusiness & Channel Strategy Professionals

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

    Sucharita MulpuruJuly 16, 2012

    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: 1566
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:US Cross-Channel Retail Forecast, 2011 To 2016

    Mobile Growth To Amplify Web Pre-Shopping More Than Ever

    Sucharita MulpuruJune 12, 2012

    As consumers are more likely to own mobile devices and spend more of their time online than ever before, they are also likely now than ever to use the Web to support their purchases. By 2016,...

    • Downloads: 1314
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:Why Every Retailer Needs An Online Marketplace

    Sucharita MulpuruMay 23, 2012

    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: 603
    • Comments: 2
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:US Alternative Payments Forecast, 2011 To 2016

    Sucharita MulpuruMay 15, 2012

    As eCommerce has exploded, eBusiness executives have often looked to various payment forms at checkout as a means of growing their businesses. Alternative payments, or non-card payments, purport to...

    • Downloads: 783
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:US Online Retail Forecast, 2011 To 2016

    eCommerce Tops $200 Billion In 2011

    Sucharita MulpuruFebruary 27, 2012

    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: 2091
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:Google, Amazon, Apple, And Facebook: What eBusiness Executives Need To Know For 2012

    Sucharita MulpuruFebruary 07, 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: 1791
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:Trends 2012: US Retail eBusiness

    Sucharita MulpuruJanuary 13, 2012

    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: 1894
    • Rating:

  • For eBusiness & Channel Strategy Professionals

    Report:What You Need To Know About The Online Sales Tax Debate

    Sucharita MulpuruDecember 09, 2011

    As state and local economies face deficits and prospects of bankruptcy, the opportunity to grow revenues by requiring tax collection for online sales has resurfaced as a hot topic in eBusiness and...

    • Downloads: 183

  • For eBusiness & Channel Strategy Professionals

    Report:US Online Holiday Retail Forecast, 2011

    Sucharita MulpuruNovember 11, 2011

    Forrester expects US holiday season online retail sales to grow 15% year over year. While the possibility of a double-dip recession remains, consumers are continuing to increase their use of the Web...

    • Downloads: 371
 
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