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 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 network. She has written two nonfiction books and has contributed to BusinessWeek Online.


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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14 results in Reports

  • Sucharita Mulpuru
  • eBusiness & Channel Strategy
  • Technology Product Strategies
  • For eBusiness & Channel Strategy Professionals

    Report:How Consumers Actually Shop For Retail Products Across Channels

    While cross-channel shopping is expected to top $1 trillion by 2012, less is known about specific consumer behavior that drives customers across channels. In a recent Forrester consumer survey, we...

    • Downloads: 1941
  • For eBusiness & Channel Strategy Professionals

    Report:Trends 2009: US Online Retail

    Surviving Companies Must Focus On Quick Wins And Pricing To Grow

    While consumer-facing companies struggle to grow in an unprecedented economic climate, Web divisions of these companies continue to garner attention, from both shoppers seeking lower prices and...

    • Downloads: 1803
  • For eBusiness & Channel Strategy Professionals

    Report:The Emerging Opportunity In Mobile Commerce

    Explosive iPhone Adoption Resuscitates An Old Idea

    The rapid consumer adoption of the iPhone has encouraged retailers to once again consider the mobile-enabled commerce opportunity. Only 14% of US Web buyers who own a mobile device that is capable of...

    • Downloads: 1929
  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2009: Profitability, Economy, And Multichannel

    Although 2008 is generally regarded by retail executives to be one of the worst years ever, online retailers as a whole fared well. In "The State of Retailing Online 2009," a study conducted...

    • Downloads: 1497
  • For eBusiness & Channel Strategy Professionals

    Report:Four Essential Metrics For Cross-Channel Measurement

    With consumers regularly migrating across channels when researching and purchasing products, eBusiness professionals are tasked with the challenge of quantifying that cross-channel behavior....

    • Downloads: 1165
  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Retailing Online 2008: Profitability, Economy, And Multichannel Report

    As part of "The State of Retailing Online," a study conducted by Forrester Research, we surveyed online retailers in June and July 2008 about their profitability and outlook for the coming...

    • Downloads: 1047
  • For eBusiness & Channel Strategy Professionals

    Report:Multichannel Is Still A Myth For Retailers

    Companies Continue To Struggle With Cross-Channel Contact Strategies

    Retailers have been striving to provide seamless multichannel shopping experiences in order both to stay ahead of the market in an increasingly interconnected world and to align themselves with...

    • Downloads: 947
  • For eBusiness & Channel Strategy Professionals

    Report:Fashion And Online Shopping: It's A Match

    Trending US Online Fashion Buyers, 2001 To 2007

    In 2006, online apparel sales outpaced computer hardware and software for the first time — evidence of the maturing eCommerce landscape. Who are the online clothing buyers driving this growth,...

    • Downloads: 844
  • For eBusiness & Channel Strategy Professionals

    Report:Multichannel Experiences Still Need Work

    Consumers Report Low Satisfaction When Shopping Across Channels

    Superior cross-channel experiences continue to be the goal for most retail executives of multichannel businesses. Yet a recent Forrester survey of consumers highlighted the particularly large...

    • Downloads: 740
  • For eBusiness & Channel Strategy Professionals

    Report:Five Immediate Opportunities For eCommerce Improvement

    While eCommerce sales continue to grow at a rapid pace, unmet customer opportunities abound in the areas of Web site merchandising, Web site operations, and fulfillment. Specifically, the following...

    • Downloads: 496
  • For eBusiness & Channel Strategy Professionals

    Report:Dissecting High-Performing eBusiness Organizations

    As a follow-up to our overview of the structure of various eBusiness organizations, we now examine the specific differences between high- and low-performing eBusiness organizations. We define...

    • Downloads: 447
  • For eBusiness & Channel Strategy Professionals

    Report:Higher Prices In Your Stores: OK Or Not?

    How Consumers React When Store And Web Prices For An Item Differ

    Shoppers have a world of information available to them when researching and purchasing products online. Armed with price comparisons and product knowledge, wise consumers search for the best deals...

    • Downloads: 487
  • For eBusiness & Channel Strategy Professionals

    Report:How eBusiness Can Court Multichannel Catalog And TV Shoppers

    Retailers want to engage multichannel shoppers — that much they know. But who these shoppers are and how retailers go about courting them are entirely different stories. Below is a profile of...

    • Downloads: 406
  • For eBusiness & Channel Strategy Professionals

    Report:Why Every Online Retailer Needs To Think Green

    The "Green Consumer" Opportunity And How Retailers Can Seize It

    Retailers have been dancing around green initiatives for years, but consumer demand has finally put green retail on the main stage. In addition to their obvious positive (or, at least, less damaging)...

    • Downloads: 218