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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
  • Manufacturing

  • For eBusiness & Channel Strategy Professionals

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

    Sucharita MulpuruJune 3, 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: 3039

  • 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: 2660

  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2010: Key Metrics And Multichannel And Global Strategies

    An Empowered Report

    Sucharita MulpuruOctober 28, 2010

    This second part of Forrester's annual survey conducted in partnership with Shop.org of Web retailers covers benchmark data pertaining to key eCommerce metrics, profitability, and spend level on...

    • Downloads: 2408

  • 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: 1118

  • For eBusiness & Channel Strategy Professionals

    Report:Multichannel Is Still A Myth For Retailers

    Companies Continue To Struggle With Cross-Channel Contact Strategies

    Sucharita MulpuruJune 29, 2009

    Retailers have been striving to provide seamless multichannel shopping experiences in order both to stay ahead of the market in an increasingly interconnected world and to align themselves with...

    • Downloads: 929

  • 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: 1010

  • 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: 597

  • 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: 601

  • For eBusiness & Channel Strategy Professionals

    Report:Must-Haves For Manufacturer Web Sites

    A Joint Study With Channel Intelligence Highlights A Critical Stop On The Customer Purchase Path

    Sucharita MulpuruJuly 26, 2007

    Consumer-facing manufacturer Web sites play a significant role in online and offline transactions, and they influence or directly drive billions of dollars in sales. Forrester conducted a joint...

    • Downloads: 465

  • For eBusiness & Channel Strategy Professionals

    Report:Case Study: Steve Madden Invests In Mobile Fundamentals

    Sucharita MulpuruJune 22, 2010

    Steve Madden is a designer and manufacturer of contemporary women's, men's, and children's shoes and accessories; its products are available through both Steve Madden-branded stores, the company's...

    • Downloads: 554

  • 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: 512

  • 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.

    • Downloads: 1
 
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