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: 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 re...

    • Downloads: 136
  • For eBusiness & Channel Strategy Professionals

    Report: Retail eCommerce In Canada 2015

    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 insight...

    • Downloads: 120
  • 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 la...

    • Downloads: 171
  • For eBusiness & Channel Strategy Professionals

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

    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 obsess...

    • Downloads: 451
  • For eBusiness & Channel Strategy Professionals

    Report: Brief: Seize A Window Of Opportunity In Patent Reform Now

    Virtually all eBusiness and channel strategy professionals face a significantly increased volume of patent litigation due to the issuance of many more loose patents since the 1990s and from the ...

    • Downloads: 24
  • 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: 3889
  • 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: 3200
  • 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: 3159
  • 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: 3179
  • 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: 2151
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