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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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13 results in Reports

  • Sucharita Mulpuru
  • Media Mix

  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2011: Marketing, Social, And Mobile

    Sucharita MulpuruJune 03, 2011

    While eCommerce continues to grow and take market share from the physical retail channel, retailers also look to experiment with new approaches to their web businesses such as social commerce and...

    • Downloads: 3029

  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2010: Marketing, Social Commerce, And Mobile

    Sucharita MulpuruJuly 29, 2010

    The annual fielding of "The State of Retailing Online," a Shop.org study conducted by Forrester Research, asked Web retailers to share levels of interactive marketing spend, effectiveness of social...

    • Downloads: 2621

  • 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: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: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:TechRadar™ For eBusiness And Channel Strategy Professionals: Social Commerce, Q1 2010

    Which Social Tools Make The Most Sense For Web Businesses And Why

    Sucharita MulpuruFebruary 25, 2010

    Forrester's TechRadar is a framework that helps decision-makers prioritize investments in the tools and technologies that underlie a given discipline. Social commerce, which comprises the social...

    • Downloads: 1966

  • 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:The Purchase Path Of Online Buyers

    A Joint Holiday Shopping Study With GSI Commerce Of 15 Retail Websites

    Sucharita MulpuruMarch 16, 2011

    Successfully reaching online shoppers during the critical holiday season is crucial to the Q4 success of eCommerce businesses. Forrester collaborated with the eCommerce service provider GSI Commerce...

    • Downloads: 1472
    • Rating:

  • 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: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:Adaptive Brand Marketing: An eBusiness Perspective

    Sucharita MulpuruNovember 13, 2009

    Adaptive Brand Marketing is a flexible approach in which marketers respond quickly to their environment to align consumer and brand goals and maximize return on brand equity. We expect marketing...

    • Downloads: 509

  • For eBusiness & Channel Strategy Professionals

    Report:Five Ways Social Computing Can Boost eBusiness

    Sucharita MulpuruJanuary 05, 2007

    Social Computing strikes fear into the hearts of many eCommerce executives. Why? Social Computing means that companies cannot control their messages. Despite this fact, there are numerous ways that...

    • Downloads: 373
 
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