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: The State Of Retailing Online 2015: Key Metrics, Initiatives, And Mobile Benchmarks

    Forrester partners with Shop.org, a division of the National Retail Federation, to survey retailers annually about their eCommerce businesses and key initiatives for the coming year. This latest...

    • Downloads: 231
  • For eBusiness & Channel Strategy Professionals

    Report: Brief: Five Lessons From Five Cyber Mondays

    Cyber Monday, the Monday after Black Friday, is now the biggest shopping day of the year for online retailers in the US. In fact, online retail sales exceeded $2 billion on Cyber Monday in 2014....

    • Downloads: 85
  • For eBusiness & Channel Strategy Professionals

    Report: Rank Yourself With The Digital Maturity Model

    As eBusiness and channel strategy professionals at retail companies evaluate their eCommerce opportunities, establishing a level set of current strengths and weaknesses is essential. This year, ...

    • Downloads: 1505
  • For eBusiness & Channel Strategy Professionals

    Report: The Retail eCommerce Metrics That Matter

    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 ...

    • Downloads: 1127
  • For eBusiness & Channel Strategy Professionals

    Report: The Five Key Success Factors Of Every eBusiness

    One of the questions that organizations launching an eCommerce operation commonly ask is, "Are there common elements behind success?" With more than a decade of retail eCommerce behind us, we ca...

    • Downloads: 897
  • For eBusiness & Channel Strategy Professionals

    Report: The New Paradigm Of Retail

    Omnichannel and agile commerce promise to change the offers that retailers provide and the ways in which consumers buy; as a result, the look and feel of retail is certain to change in lockstep....

    • Downloads: 3742
  • 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...

    • Downloads: 3181
  • 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 ...

    • Downloads: 3152
  • 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...

    • Downloads: 3162
  • 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...

    • Downloads: 2145
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