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Fiona Swerdlow

VP, Research Director

Fiona serves digital business strategy professionals, leading a team that helps retail and brand manufacturer professionals optimize sales, service, and customer journey strategies across channels. She is an expert in e-commerce, 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 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 e-commerce at Tommy Hilfiger, where she launched the company's e-commerce 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 serves digital business strategy professionals, leading a team that helps retail and brand manufacturer professionals optimize sales, service, and customer journey strategies across channels. She is an expert in e-commerce, 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 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 e-commerce at Tommy Hilfiger, where she launched the company's e-commerce 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 Most Recent Research

Research

The 2021 Holiday Planning Guide

Lessons From 2020 To Develop Long-Term Customer Engagement And Loyalty
June 28th, 2021 | Fiona Swerdlow

For many retailers, end-of-year holiday sales account for a significant percentage of annual sales and revenue. No surprise, then, that merchants start...

14 min read
Research

The Forrester Retail Quarterly Earnings Review, Q4 2020

Highlights From 27 Retail Q4 2020 Earnings Call Transcripts
May 18th, 2021 | Fiona Swerdlow , Madeline Cyr

As consumers demand more than ever from the retail experience, retailers and brands are investing to rethink and reinvent those experiences. The Forrester...

1 min read
Research

The Forrester Retail Quarterly Earnings Review, Q3 2020

Highlights From 27 Retail Q3 2020 Earnings Call Transcripts
March 8th, 2021 | Fiona Swerdlow , Madeline Cyr

As consumers demand more than ever from the retail experience, retailers and brands are investing to rethink and reinvent those experiences. The Forrester...

1 min read
Research

Five Key Stakeholders Will Define Retail In The 2020s

Vision: The Retail E-Commerce Playbook
January 27th, 2021 | Sucharita Kodali , Fiona Swerdlow

New business models and new ways of getting goods to consumers have already transformed retail. In the coming years, retailers and brands will bow to tighter...

18 min read
Research

The Forrester Retail Quarterly Earnings Review, Q2 2020

Highlights From 25 Retail Q2 2020 Earnings Call Transcripts
October 30th, 2020 | Fiona Swerdlow , Madeline Cyr

As consumers demand more than ever from the retail experience, retailers and brands are investing to rethink and reinvent those experiences. The Forrester...

1 min read

Research Coverage