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: Predictions 2019: Retail

    Global Economics, Regulators, And Brand Strategies Will Shape The Year Ahead For Retailers And Brands

    November 7, 2018Fiona Swerdlow, Sucharita Kodali, George Lawrie, Brendan Miller, Brendan Witcher

    Digital business professionals, get ready now for a tumultuous 2019. The key: Put digital at the heart of your business strategy to navigate everything from global economic factors to the growth of online marketplaces.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Visionary's Guide To Digital Store Planning

    Strategic Plan: The Digital Store Playbook

    July 23, 2018Fiona 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 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, yet 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: How To Transform Your Retail Store

    Executive Overview: The Digital Store Playbook

    July 23, 2018Fiona Swerdlow

    Today's customers look for and buy experiences, not simply products. Digital technology offers a toolkit for retailers to engage customers with new and enhanced experiences. At the same time, digital technologies are transforming retail store operations, allowing stores and store associates to operate more efficiently and with greater flexibility. This playbook instructs digital business professionals on how to transform their stores to enhance the digital customer experience while driving agility, efficiency, and cost effectiveness through digital operational excellence. 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: The Art And Science Of Retail eCommerce

    Executive Overview: The Retail eCommerce Playbook

    April 18, 2018Fiona Swerdlow

    Retail eCommerce sales continue to climb, and digital business executives must check all the boxes to ensure that they are not missing either opportunities for direct online sales or ways that this significant digital touchpoint affects others, such as stores. This playbook explores the overall state of the industry, best practices, technology partners, benchmarks, and recommendations to continue driving digital commerce growth. This report is an update to the report of the same name published on August 25, 2017. We've refreshed the data with our latest forecasts.

  • 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.

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