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.

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24 results in Reports

  • Sucharita Mulpuru
  • Past 12 months
  • For eBusiness & Channel Strategy Professionals

    Report:The New Paradigm Of Retail

    Vision: The Retail eCommerce Playbook

    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 sales...

    • Downloads: 4338
  • For eBusiness & Channel Strategy Professionals

    Report:The Art And Science Of Retail eCommerce

    Executive Overview: The Retail eCommerce Playbook

    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...

    • Downloads: 2432
  • For eBusiness & Channel Strategy Professionals

    Report:Must-Have eCommerce Features

    Road Map: The Retail eCommerce Playbook

    eBusiness professionals often struggle with how to prioritize the countless issues that populate eCommerce to-do lists. This chapter of the retail eCommerce playbook is a prescriptive look at the...

    • Downloads: 2393
  • For eBusiness & Channel Strategy Professionals

    Report:The Retail eCommerce Metrics That Matter

    Performance Management: The Retail eCommerce Playbook

    To achieve key business goals — such as increasing retail sales both online and offline — retail eCommerce executives need to ensure that they have the right metrics in place. These metrics should...

    • Downloads: 1655
  • For eBusiness & Channel Strategy Professionals

    Report:Five Pitfalls To Avoid When Executing A Retail eCommerce Strategy

    Processes: The Retail eCommerce Playbook

    Retail eCommerce has two decades of experience under its belt, so companies in the early stages of web retail can now follow a fairly established set of best practices. This report provides guidance...

    • Downloads: 1288
  • For eBusiness & Channel Strategy Professionals

    Report:The Five Key Success Factors Of Every eBusiness

    Strategic Plan: The Retail eCommerce Playbook

    Successful organizations are largely driven by the right people, the right organizational structure, and an innovative idea for selling online that often leverages brick-and-mortar stores. In the age...

    • Downloads: 1156
  • For eBusiness & Channel Strategy Professionals

    Report:The Kids Are Overrated: Don't Worry About The Millennials

    Why eBusiness Pros Risk Missing A Bigger Prize

    It is human nature to be fascinated by youth. History has the exploits of Ponce de Leon and his search for the fountain of youth dating back to the 16th century. Even today, retailers are obsessed...

    • Downloads: 625
  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2015: Marketing And Merchandising

    Shop.org, the digital division of the National Retail Federation, in partnership with Forrester Research, conducted its annual survey of web retailers in May and June of 2015. This study is a review...

    • Downloads: 557
  • For eBusiness & Channel Strategy Professionals

    Report:Predictions 2016: The Omnichannel And Mobile Juggernaut

    Landscape: The Retail eCommerce Playbook

    In 2016, retail eBusiness executives will face stronger competitors, rising labor costs, and the prospect of damaging customer data breaches. This brief predicts how investments in six areas will...

    • Downloads: 591
  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2016: Key Metrics, Business Objectives, And Mobile

    Benchmarks: The Retail eCommerce Playbook

    The State Of Retailing Online, an annual study by Shop.org and Forrester, profiles online retail merchants. It provides industry observers with an overview of metrics from the past year as well as...

    • Downloads: 483
  • For eBusiness & Channel Strategy Professionals

    Report:Predictions 2016: The eCommerce Gap Widens

    How Winning B2B And B2C Firms Will Pull Ahead For Good

    2016 presents B2C and B2B professionals with a now-or-never choice: Either outpace the pack by responding effectively to six important trends — or fall permanently behind in the customer...

    • Downloads: 449
  • For eBusiness & Channel Strategy Professionals

    Report:US Mobile Phone And Tablet Commerce Forecast, 2015 To 2020

    Mobile Retail Transactions To Top $115 Billion In 2015

    Commerce on mobile devices continues to grow rapidly. Forrester projects that retail sales on smartphones and tablets will total $115 billion in 2015. This report provides a forecast of smartphone...

    • Downloads: 347
  • For eBusiness & Channel Strategy Professionals

    Report:Commerce Technology Vendor Catalog

    Tools And Technology: The Retail eCommerce Playbook

    This report helps eBusiness professionals understand the landscape of vendors across 45 different technology categories that span marketing, merchandising, customer service, fulfillment, back-office...

    • Downloads: 280
  • For eBusiness & Channel Strategy Professionals

    Report:20 Startups All Retail eBusiness Executives Should Know In 2016

    Retail eBusiness executives are constantly bombarded with technology companies offering new and differentiated solutions. To answer the question "Which companies in retail are most interesting?" we...

    • Downloads: 269
  • For eBusiness & Channel Strategy Professionals

    Report:It's Only The First Inning Of Omnichannel Retail

    Vision: The Omnichannel Commerce Playbook

    Omnichannel retail is still in its early days. Most eBusiness leaders who are investing in "omnichannel" are typically looking to fulfillment tactics like "endless aisle" in stores and in-store...

    • Downloads: 274
  • For eBusiness & Channel Strategy Professionals

    Report:Brief: US Cross-Channel Retail Forecast, 2015 To 2020

    Mobile Phones Influence Nearly $1 Trillion In Retail Today

    While online retail continues to grow rapidly, digitally-influenced offline retail is also significant and growing. Shoppers often research online in big and small ways across every shopping category...

    • Downloads: 271
  • For eBusiness & Channel Strategy Professionals

    Report:Brief: Merchants Shouldn't Rush To Apple Pay

    On June 8, 2015, at its Worldwide Developers Conference, Apple announced it would support rewards programs and store-issued credit and debit cards with iOS 9, the new operating system it will launch...

    • Downloads: 220
  • For eBusiness & Channel Strategy Professionals

    Report:Retail eCommerce In Canada 2015

    A Look At Canadian Online Retailers' Key Metrics, Initiatives, And Marketing Tactics

    Forrester partnered with Retail Council Of Canada to conduct a survey of Canadian retailers regarding their eCommerce businesses and key initiatives for the year. The survey incorporated insights...

    • Downloads: 218
  • For eBusiness & Channel Strategy Professionals

    Report:Who Does Mobile Commerce Well In The World's Largest eCommerce Market?

    Lessons From The Top Six eCommerce Retailers In China

    Mobile shopping has gained considerable momentum in China, but many retailers are still not ready to deliver good shopping experiences. Many retailers intend to upgrade their mobile commerce sites...

    • Downloads: 180
  • For eBusiness & Channel Strategy Professionals

    Report:Brief: US Online Holiday Retail Forecast, 2015

    Online Sales To Top $95 Billion During Holiday Season

    Forrester predicts that US online holiday sales will exceed $95 billion in 2015. This represents 11% growth in holiday sales over 2014. Email marketing continues to be the most effective tool for...

    • Downloads: 159
  • For eBusiness & Channel Strategy Professionals

    Report:10 FAQs On The State Of Online Retail

    What Inquiring eBusiness Executives Are Always Asking About

    This report answers the top questions that Forrester clients ask about the state of online retail. In an FAQ format, we address eBusiness professionals' general sizing, region, and category...

    • Downloads: 130
  • For eBusiness & Channel Strategy Professionals

    Report:Brief: US Online Retail Forecast: 2015 To 2020

    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...

    • Downloads: 142
  • For eBusiness & Channel Strategy Professionals

    Report:Breakout Vendors: Retail eBusiness

    Look For Partners That Support The Customer Experience Cost-Effectively

    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...

    • Downloads: 83
  • 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...

    • Downloads: 45