Analyst's Photo Name and Title Contact information
Sucharita Mulpuru

Sucharita Mulpuru
Vice President, Principal Analyst

Research Coverage

Business-To-Consumer eCommerce, Interactive Marketing, Marketing & Advertising, Marketing Automation, Merchandising, Multichannel Retail, Multichannel Retail Operations, Online Marketing Technology, Online Merchandising, Online Shopping, Retail, Social Marketing, eBusiness/eCommerce, eCommerce Forecasts, eCommerce Platforms & Technologies, eCommerce Trends

Research Focus

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.

Latest Research

Planned Research

TechRadar For Merchandising Tactics February 2012
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Mobile Commerce Forecast: 2012 To 2017 March 2012
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Sucharita Mulpuru serves eBusiness & Channel Strategy professionals.

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Recent Media Citations
The Wall Street Journal, "Showdown Over Showrooming," January 23, 2012
Financial Times, "When Mags Merge With Bags," January 19, 2012
Financial Times, " Painful Zappos Attack Revives Fears," January 17, 2012
The New York Times, "Online Shoppers Are Rooting For The Little Guy," January 16, 2012
Multichannel Merchant, "Six Ways To Reach Tablet Shoppers To Drive ROI," January 10, 2012
The Wall Street Jounral, "Retailers Tweak Sites to Spur Sales," December 23, 2011