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.

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124 results in Reports

  • Sucharita Mulpuru
  • Retail
  • For eBusiness & Channel Strategy Professionals

    Report:It's Only The First Inning Of Omnichannel Retail

    Vision: The Omnichannel Commerce Playbook

    Omnichannel retail is still in its early days. Most eBusiness leaders who are investing in "omnichannel" are typically looking to fulfillment tactics like "endless aisle" in stores and in-store...

    • For eBusiness & Channel Strategy Professionals

      Report:The State Of Retailing Online 2016: Key Metrics, Business Objectives, And Mobile

      Benchmarks: The Retail eCommerce Playbook

      The State Of Retailing Online, an annual study by Shop.org and Forrester, profiles online retail merchants. It provides industry observers with an overview of metrics from the past year as well as...

      • Downloads: 112
    • For eBusiness & Channel Strategy Professionals

      Report:Brief: US Cross-Channel Retail Forecast, 2015 To 2020

      Mobile Phones Influence Nearly $1 Trillion In Retail Today

      While online retail continues to grow rapidly, digitally-influenced offline retail is also significant and growing. Shoppers often research online in big and small ways across every shopping category...

      • Downloads: 143
    • For eBusiness & Channel Strategy Professionals

      Report:Who Does Mobile Commerce Well In The World's Largest eCommerce Market?

      Lessons From The Top Six eCommerce Retailers In China

      Mobile shopping has gained considerable momentum in China, but many retailers are still not ready to deliver good shopping experiences. Many retailers intend to upgrade their mobile commerce sites...

      • Downloads: 111
    • For eBusiness & Channel Strategy Professionals

      Report:Predictions 2016: The Omnichannel And Mobile Juggernaut

      How Device Fragmentation And eCommerce Fraud Will Drive Road Maps

      In 2016, retail eBusiness executives will face stronger competitors, rising labor costs, and the prospect of damaging customer data breaches. This brief predicts how investments in six areas will...

      • Downloads: 468
    • For eBusiness & Channel Strategy Professionals

      Report:Brief: US Online Holiday Retail Forecast, 2015

      Online Sales To Top $95 Billion During Holiday Season

      Forrester predicts that US online holiday sales will exceed $95 billion in 2015. This represents 11% growth in holiday sales over 2014. Email marketing continues to be the most effective tool for...

      • Downloads: 139
    • For eBusiness & Channel Strategy Professionals

      Report:Commerce Technology Vendor Catalog

      Tools And Technology: The Retail eCommerce Playbook

      This report helps eBusiness professionals understand the landscape of vendors across 45 different technology categories that span marketing, merchandising, customer service, fulfillment, back-office...

      • Downloads: 209
    • For eBusiness & Channel Strategy Professionals

      Report:The Art And Science Of Retail eCommerce

      Executive Overview: The Retail eCommerce Playbook

      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...

      • Downloads: 2326
    • 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 review...

      • Downloads: 460
    • For eBusiness & Channel Strategy Professionals

      Report:Retail eCommerce In Canada 2015

      A Look At Canadian Online Retailers' Key Metrics, Initiatives, And Marketing Tactics

      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 insights...

      • Downloads: 183
    • For eBusiness & Channel Strategy Professionals

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

      Why eBusiness Pros Risk Missing A Bigger Prize

      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 obsessed...

      • Downloads: 574
    • For eBusiness & Channel Strategy Professionals

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

      Don't Let Patent Trolls Hamper Your Digital Retailing Innovation Efforts

      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: 28
    • For eBusiness & Channel Strategy Professionals

      Report:Forrester Research eCommerce Forecast, 2014 To 2019 (US)

      Online Retail Tops $300 Billion In 2015

      Forrester expects online retail sales in the US to reach $334 billion in 2015, approximately 10% of all sales in the US. eCommerce will experience a strong compound annual growth rate (CAGR) of 10%...

      • Downloads: 707
    • For eBusiness & Channel Strategy Professionals

      Report:The Future Of Shopping

      Only Six Sectors Will Thrive; Others Will Struggle Or Die

      The retail industry is more complex than ever. Every year, startups release new technologies that promise to help consumers shop more easily or aim to help retailers improve their businesses. At the...

      • Downloads: 1238
    • 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: 769
    • For eBusiness & Channel Strategy Professionals

      Report:Brief: Five Lessons From Five Cyber Mondays

      Insights From US eCommerce's Biggest Day Of The Year

      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. In...

      • Downloads: 147
    • For eBusiness & Channel Strategy Professionals

      Report:Rank Yourself With The Digital Maturity Model

      Assessment: The Retail eCommerce Playbook

      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: 1750
    • For eBusiness & Channel Strategy Professionals

      Report:The Retail eCommerce Metrics That Matter

      Performance Management: The Retail eCommerce Playbook

      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: 1371
    • For eBusiness & Channel Strategy Professionals

      Report:The Five Key Success Factors Of Every eBusiness

      Strategic Plan: The Retail eCommerce Playbook

      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 can see...

      • Downloads: 1046
    • For eBusiness & Channel Strategy Professionals

      Report:Who Does Mobile Commerce Well?

      Lessons From 20 Top Mobile Merchants

      One of the most common questions that eBusiness executives currently pose is "Who does mobile commerce well?" In this document, we provide examples of 20 mobile experiences across a variety of retail...

      • Downloads: 449
    • For eBusiness & Channel Strategy Professionals

      Report:Predictions 2015: US B2C And B2B eCommerce Players Will Struggle To Keep Up With Customers

      eCommerce continues to grow rapidly for both B2C and B2B businesses. This report prognosticates the most pressing issues that eBusiness and channel strategy professionals need to watch in 2015 and...

      • Downloads: 508
    • For eBusiness & Channel Strategy Professionals

      Report:US Online Holiday Retail Forecast, 2014

      Online Sales Will Reach $89 Billion This Holiday Season

      We predict that US online retail sales during the critical months of November and December will be higher than ever. Forrester projects that the online channel will generate $89 billion during that...

      • Downloads: 232
    • For eBusiness & Channel Strategy Professionals

      Report:TechRadar™: Retail Analytics Q3, 2014

      The Best Solutions Already Have Broad Adoption

      As retailers look to become customer-obsessed in the age of the customer — through personalization 2.0, a single view of the customer, big data processing, and omnichannel engagement —...

      • Downloads: 524
    • For eBusiness & Channel Strategy Professionals

      Report:Five Pitfalls To Avoid When Executing A Retail eCommerce Strategy

      Processes: The Retail eCommerce Playbook

      Retail eCommerce has nearly two decades of experience under its belt, so companies in the early stages of web retail can now follow a fairly established set of best practices. This report is a...

      • Downloads: 1119
    • For eBusiness & Channel Strategy Professionals

      Report:Must-Have eCommerce Features

      Road Map: The Retail eCommerce Playbook

      eBusiness professionals often struggle with how to prioritize the countless issues that populate eCommerce to-do lists. This chapter of the retail eCommerce playbook is a prescriptive look at the...

      • Downloads: 2156