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 Visionary's Guide To Digital Store Planning

    Strategic Plan: The Digital Store Playbook

    November 17, 2017Fiona Swerdlow

    A successful strategic plan hinges on a strong vision for the digital store. Digital business leaders driving digital store transformation initiatives need a deep-seated vision for how technology can 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, and pioneering leaders still face process, technology, and measurement challenges at almost every turn. 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 updates it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Rank Yourself With The Digital Maturity Model

    Assessment: The Retail eCommerce Playbook

    November 14, 2017Fiona Swerdlow

    To evaluate their eCommerce opportunities, digital business retail professionals must establish a level set of current strengths and weaknesses. In early 2017, Forrester updated its digital maturity model. This framework plots your organizational maturity to help you evaluate your preparedness to drive digital transactions. Specifically, the framework evaluates companies on 28 criteria, ranks them against other digital businesses, and provides a prescriptive approach on what different companies — from the skeptics to the differentiators — should do next. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Predictions 2018: Customer Obsessed, Data-Driven Retailers Thrive

    November 10, 2017 Brendan Witcher, Sucharita Mulpuru, Fiona Swerdlow

    In a world of hyperadoption — and hyperabandonment — the key to successful retailing in 2018 is obsessing about customer experience. Retailers' greatest hindrance to executing on this vision isn't a lack of will — it's their siloed organization structure that makes it next to impossible to get a holistic customer view or to craft the right products and services. In this report, we explore the trends we see developing and key issues that retailers must proactively tackle for their business in 2018.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Retail eCommerce Metrics That Matter

    Performance Management: The Retail eCommerce Playbook

    October 31, 2017Fiona Swerdlow

    To achieve key business goals — such as increasing retail sales — digital business retail executives need to ensure that they have the right metrics in place. These metrics should track customers' use of various touchpoints and devices, identify opportunities for enhancements or new features, and help quantify the bottom-line performance of the website. This report lays out these metrics, recommends how to align them with business objectives, and offers a step-by-step process for collecting and using these metrics. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: US Holiday 2017 Outlook: Digital Sales Grow, Boosting Total Retail

    eCommerce Forecast Highlights And Tactics To Capture US Share

    September 21, 2017Fiona Swerdlow

    Online holiday retail sales will grow by 12% in 2017, accounting for over one-quarter of total US eCommerce sales for the year. Digital business executives at retailers and brands are optimizing every part of the shopping journey to win, serve, and retain empowered customers during this short make-or-break revenue period. This report outlines highlights of the outlook for US online holiday retail sales. We also review four areas that digital business pros must tend to in the last four to six weeks before their first holiday campaign launches.

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