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Fiona   Swerdlow

Fiona Swerdlow

VP, Research Director Serving eBusiness & Channel Strategy Professionals

Fiona serves eBusiness & Channel Strategy Professionals, leading a team that helps retail professionals optimize sales, service, and customer journey strategies across channels. She is an expert in eCommerce, multichannel retail strategy and management, consumer behavior, and trends in the retail space.

Previous Work Experience

Prior to Forrester, Fiona headed market research for members of Shop.org and the National Retail Federation, covering digital strategies, marketing, IT, organizational structure, and loss prevention. Before joining NRF, she was vice president and general manager of eCommerce at Tommy Hilfiger, where she launched the company's eCommerce business. Fiona also headed research at Jupiter Research after overseeing research for clients in the retail, travel, and financial services sectors. She helped found and lead international marketing at Travelocity when she was at American Airlines/SABRE.

Education

Fiona holds a Bachelor of Arts in international studies and Swedish from the University of Washington and an MBA from Rice University.

Fiona Swerdlow

VP, Research Director Serving eBusiness & Channel Strategy Professionals

Fiona serves eBusiness & Channel Strategy Professionals, leading a team that helps retail professionals optimize sales, service, and customer journey strategies across channels. She is an expert in eCommerce, multichannel retail strategy and management, consumer behavior, and trends in the retail space.

Previous Work Experience

Prior to Forrester, Fiona headed market research for members of Shop.org and the National Retail Federation, covering digital strategies, marketing, IT, organizational structure, and loss prevention. Before joining NRF, she was vice president and general manager of eCommerce at Tommy Hilfiger, where she launched the company's eCommerce business. Fiona also headed research at Jupiter Research after overseeing research for clients in the retail, travel, and financial services sectors. She helped found and lead international marketing at Travelocity when she was at American Airlines/SABRE.

Education

Fiona holds a Bachelor of Arts in international studies and Swedish from the University of Washington and an MBA from Rice University.

Fiona Swerdlow's Research

Most RecentMost Popular
  • For eBusiness & Channel Strategy Professionals

    REPORT: The Forrester Retail Quarterly Earnings Review, Q4 2019

    Highlights From 25 Retail Q4 2019 Earnings Call Transcripts

    May 7, 2020Fiona Swerdlow, Madeline Cyr

    As today's empowered consumers demand more than ever before of the retail experience, leading retailers and brands are investing to rethink and reinvent their customers' cross-touchpoint experiences. The Forrester Retail Quarterly Earnings Review highlights key quotes and trends from the earnings calls of 25 publicly traded retail companies. See the accompanying PDF to learn about Target's success with its same day pickup options, the results of Nordstrom’s loyalty program evolution, and very early notes (most early March and earlier) from retail executives regarding the potential impact of the emerging coronavirus pandemic, among other areas.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Future Of The Digital Store

    Vision: The Digital Store Playbook

    March 19, 2020Fiona Swerdlow

    Today's empowered customers use multiple digital devices to engage with brands and retailers on their own terms while shopping in-store. At the same time, new technologies are transforming retail store operations, allowing stores to operate with greater efficiency and flexibility. To remain competitive, digital business executives must take the lead internally to test, pilot, implement, and optimize digital store technologies that improve both store operations and customer experiences. This report outlines the future of the digital store for retail digital business professionals.This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Visionary's Guide To Digital Store Planning

    Strategic Plan: The Digital Store Playbook

    March 5, 2020Fiona Swerdlow

    A successful strategic plan hinges on a strong vision for the digital store. Digital business leaders driving digital store transformation initiatives need a clear plan for how technology will transform the store and the skills to influence others in the firm to buy into that vision. Infusing digital into the retail store is gaining traction, but pioneering leaders still face process, technology, and measurement challenges. This report shows digital business leaders what it takes to execute a digital store transformation and when it's right to deliver their digital store plan. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Forrester Retail Quarterly Earnings Review, Q3 2019

    Highlights From 21 Retail Q3 2019 Earnings Call Transcripts

    January 17, 2020Fiona Swerdlow, Madeline Cyr

    As today's empowered consumers demand more of the retail experience than ever before, leading retailers and brands are investing to rethink and reinvent their customers' cross-touchpoint experiences. The Forrester Retail Quarterly Earnings Review highlights key quotes and trends from the earnings calls of 21 publicly traded retail companies. See the accompanying PDF to learn about Amazon’s one-day delivery program and JCPenny’s “brand-defining store,” among other highlights.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Retailers: Assess Your Digital Business Maturity

    Assessment: The Retail eCommerce Playbook

    December 16, 2019Fiona Swerdlow

    To evaluate their eCommerce opportunities, digital business retail professionals must conduct a level set of current strengths and weaknesses. This framework plots your organizational maturity to help you evaluate your preparedness to drive digital transactions and deepen relationships with your customers across multiple touchpoints. Specifically, it evaluates companies on 20 criteria across five competencies, ranks them against other digital businesses, and provides a prescriptive approach on what companies at different maturity levels — beginner, intermediate, or advanced — should do next. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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