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.

Sucharita Mulpuru's Research

  • For eBusiness & Channel Strategy Professionals

    Report: 10 FAQs About eCommerce Shipping

    Shipping is a costly expense that weighs down online merchants because consumers expect to pay little to nothing for delivery. This document answers questions that merchants often have about whe...

  • For eBusiness & Channel Strategy Professionals

    Report: Quick Take: Pinterest Fine-Tunes Buyable Pins To Drive Real Sales

    With 100 million monthly unique users, Pinterest is one of the world's largest image discovery sites. Tuning into the needs of both shoppers and merchants, this week, Pinterest announced much-ne...

  • For eBusiness & Channel Strategy Professionals

    Report: Case Study: How GameStop Is Fighting Disruption

    Like many companies in the physical media sector, video game retailers face disruption from mobile devices, digital distribution, and intense competition. This case study provides eBusiness prof...

  • For eBusiness & Channel Strategy Professionals

    Report: Breakout Vendors: Retail eBusiness

    Retail eBusiness executives are constantly bombarded with technology companies offering new and purportedly innovative solutions. To answer the question "Which companies in the retail solution l...

  • For eBusiness & Channel Strategy Professionals

    Report: US Retail eCommerce: Readjust Continually To Combat Amazon

    We expect US online retail to reach $373 billion in 2016. That figure will grow to more than $500 billion by 2020. This brief explores the drivers of online retail sales growth in the US and the...

  • For eBusiness & Channel Strategy Professionals

    Report: The New Paradigm Of Retail

    As omnichannel services and agile commerce continue to change the offers retailers provide and the ways consumers buy, the look and feel of retail is changing in lockstep. Even as eCommerce sale...

  • For eBusiness & Channel Strategy Professionals

    Report: The Art And Science Of Retail eCommerce

    As retail eCommerce sales continue to explode, eBusiness executives must check all the boxes to ensure that they are not missing opportunities in this critical channel. This playbook provides in...

  • For eBusiness & Channel Strategy Professionals

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

    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 an...

  • For eBusiness & Channel Strategy Professionals

    Report: Five Retail eCommerce Trends To Watch In 2011

    2010 marked a year of significant changes in the Internet landscape (primarily with the growth of social networks and mobile devices); these changes forced retail executives to think hard about ...

  • For eBusiness & Channel Strategy Professionals

    Report: Mobile Commerce Forecast: 2011 To 2016

    Mobile commerce is expected to reach $31 billion by 2016. While this represents a compounded annual growth rate of 39% from 2011 to 2016, mobile commerce is only expected to be 7% of overall eCo...

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