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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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16 results in Reports

  • Sucharita Mulpuru
  • eCommerce
  • Consumer Electronics & Technology

  • 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: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: 2531

  • 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: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: 1893
    • Rating:

  • 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 State Of Retailing Online 2009: Merchandising And Web Optimization

    Sucharita MulpuruAugust 14, 2009

    The annual fielding of "The State of Retailing Online," a Shop.org study conducted by Forrester Research, asked retailers about their prioritization and success rates regarding more than 50 site...

    • Downloads: 1670

  • 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: 1789
    • Rating:

  • 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: 1109

  • 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: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 Marketing Leadership Professionals

    Report:Benchmark 2008: The Web Purchasing Power Of Gen X

    North American Consumer Technographics

    Sucharita MulpuruJuly 25, 2008

    Despite recent economic woes, online retail sales are projected to grow 17% in 2008 and surpass the $200 billion mark. Further, the bulk of online retail sales are driven by tenured Gen Xers and...

    • Downloads: 637

  • For eBusiness & Channel Strategy Professionals

    Report:The Who, When, And Why Of Visits To Manufacturer Web Sites

    A Joint Study With Channel Intelligence Explores Shopper-Manufacturer Relations

    Elizabeth Stark, Sucharita MulpuruSeptember 17, 2010

    In our joint study with Channel Intelligence, Forrester surveyed manufacturer Web site visitors to gain a better understanding of the role the sites play in visitors' researching and purchasing...

    • Downloads: 596

  • 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

  • For eBusiness & Channel Strategy Professionals

    Report:US Online Holiday Retail Forecast, 2010

    Sucharita MulpuruNovember 09, 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: 405

  • For eBusiness & Channel Strategy Professionals

    Report:How Damaging Are Negative Customer Reviews?

    Sucharita MulpuruJanuary 10, 2007

    While the vast majority of online consumers use customer reviews during the course of their research process, a much smaller percentage of online sellers offer them. Part of the anxiety with...

    • Downloads: 310

  • For Marketing Leadership Professionals

    Report:How Consumers Use Manufacturers' Web Sites

    Sucharita Mulpuru, Elizabeth DavisAugust 27, 2007

    This Data Chart presents information about how consumers use manufacturers' Web sites, the results of a study by Channel Intelligence, conducted in conjunction with Forrester Research.

     
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