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: 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: 10 FAQs On The State Of Online Retail

    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 ques...

  • 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: 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?"...

  • 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: US eCommerce Forecast: 2008 To 2012

    US online retail reached $175 billion in 2007 and is projected to grow to $335 billion by 2012. Business-to-consumer (B2C) eCommerce continues its double-digit year-over-year growth rate, in par...

  • For eBusiness & Channel Strategy Professionals

    Report: The State Of Retailing Online 2010: Key Metrics And Multichannel And Global Strategies

    This second part of Forrester's annual survey conducted in partnership with Shop.org of Web retailers covers benchmark data pertaining to key eCommerce metrics, profitability, and spend level on...

  • For eBusiness & Channel Strategy Professionals

    Report: The State Of Retailing Online 2010: Marketing, Social Commerce, And Mobile

    The annual fielding of "The State of Retailing Online," a Shop.org study conducted by Forrester Research, asked Web retailers to share levels of interactive marketing spend, effectiveness of soc...

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