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 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.


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

  • For eBusiness & Channel Strategy Professionals

    Report: The Art And Science Of Retail eCommerce

    As retail eCommerce sales continue to climb, eBusiness executives must check all the boxes to ensure that they are not missing either opportunities for direct online sales or ways that this touc...

  • For eBusiness & Channel Strategy Professionals

    Report: Rank Yourself With The Digital Maturity Model

    As eBusiness and channel strategy professionals at retail companies evaluate their eCommerce opportunities, establishing a level set of current strengths and weaknesses is essential. In early 20...

  • For eBusiness & Channel Strategy Professionals

    Report: The Future Of The Digital Store

    Today's empowered customers own multiple digital devices that they use to engage with brands and retailers — on their own terms — while shopping in-store. Simultaneously, new technologies are tr...

  • For eBusiness & Channel Strategy Professionals

    Report: Quick Take: Amazon Buying Whole Foods Raises A Red Flag For All Retailers

    On June 16, 2017, Amazon announced that it's buying Whole Foods for $42 a share, in a deal valued at $13.7 billion. In this report, we analyze why Amazon is significantly upping its game from Am...

  • For eBusiness & Channel Strategy Professionals

    Report: The State Of Retailing Online 2017: Key Metrics, Business Objectives, And Mobile

    Retailers must continually evolve and adapt with increasingly empowered customers and the ever-changing technology available to them. The annual "The State Of Retailing Online" study by

View all of Fiona Swerdlow's Research

Clients who work with Fiona Swerdlow also work with: