Sucharita Kodali

VP, Principal Analyst

Forrester Bio

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Blog

Revamp Your Retail Loyalty Program With Forrester’s New Framework

Sucharita Kodali April 17, 2020
Well-executed loyalty programs strengthen customer relationships and drive business results. Our recent research reveals which program elements work particularly well, along with opportunities for improvement.
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Blog

What The CEO Of Every CPG Brand Needs To Do Tomorrow

Sucharita Kodali March 31, 2020
The single biggest transformation in the retail industry in the last decade has been the emergence of third-party marketplaces (often online bazaars subject to few restrictions) where sellers and buyers meet. Some sellers on online marketplaces, however, traffic in the business of outright fake products. Others may procure merchandise through legitimate channels but engage in […]
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Blog

If Your Sales Are Down, Don’t Blame Coronavirus Yet

Sucharita Kodali January 30, 2020
Since its origination in Wuhan, China, the coronavirus has spread to 20 countries to date, and retailers around the world are worried. As the virus spreads and a travel ban affecting over 50 million Chinese residents goes into place, US retailers are busily analyzing what this means for their sales. Impact On US Retail: Likely […]
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It’s Time For The Retail Industry To Challenge The Tech Titans

Sucharita Kodali January 30, 2020
For years, retailers have been told they must engage with Apple, Amazon, Facebook, and Google. Now, they should begin leveling the playing field.
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Blog

Two Truths And Seven Lies Retailers Heard In The 2010s

Sucharita Kodali December 31, 2019
Retail changed substantially in the last decade, but not always in the ways predicted. VP and Principal Analyst Sucharita Kodali looks back — and provides a few takeaways for retailers for the decade ahead.
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Blog

Amid Holiday Chaos, Amazon Bars Sellers From Using FedEx Ground For Prime Shipments

Sucharita Kodali December 19, 2019
Last weekend, Amazon informed its third-party sellers (which account for more than half of its unit sales) that they are no longer allowed to use FedEx’s Ground delivery service for Prime shipments. In its email announcement, Amazon noted that its reason is a decline in the delivery network’s performance and that it won’t lift the […]
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Blog

Holiday Highlights From Cyber Week: What’s Happened Since 2014

Sucharita Kodali December 13, 2019
Three ways in which consumer behavior has evolved in a fairly short period
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Here’s What Happened On The Biggest US Online Shopping Day Of The Year

Sucharita Kodali December 5, 2019
2019 was a record-breaking year for post-Thanksgiving sales. Learn how retailers worked to attract customers on Cyber Monday — and what opportunities remain.
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Head-Scratcher Of The Month: PayPal’s Costly Acquisition Of Honey

Sucharita Kodali November 25, 2019
Last week, PayPal acquired a Los Angeles-based company called Honey for a whopping $4 billion. While it certainly wasn’t under the radar (PayPal issued a press release, posted a video, and hosted a conference call about it), the media barely (with a few rare exceptions) picked up the story in spite of the fact that […]
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Blog

Brand Protection In The Age Of The Internet: Takeaways From The Vorys eControl360 Summit

Sucharita Kodali November 15, 2019
In light of Nike’s latest news that it will avoid doing business directly with Amazon, I’ll gloat just a little. It reinforces what Forrester has been saying for years, which is that brands in the digital age will need to own more of their destiny and be very mindful of the pitfalls associated with eCommerce. […]
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Blog

What Will Mobile Commerce Look Like In 2030?

Sucharita Kodali November 5, 2019
VPs, Principal Analysts Sucharita Kodali and Julie Ask explain in this short video where mobile is headed.
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Blog

Retailers: Stop Your Obsession With Fast, Free Delivery

Sucharita Kodali October 3, 2019
Customers expect it — but it places a burden on retailers. Recent innovations may allow retailers, carriers, and customers all to benefit.
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Blog

Retail’s Secret Growth Weapon: Generous, Flexible Online Returns

Sucharita Kodali September 30, 2019
As eCommerce continues to grow, so do online returns. Digitally native startups are shifting shopper expectations with their customer-centric return processes, leading traditional retailers to rethink how they handle returns.
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Blog

Le Tote Buys Lord & Taylor — A Most Peculiar Way To Buy Growth

Sucharita Kodali September 6, 2019
Some may see the surprise purchase of the storied department store as a sign of things to come. In fact, it may be more of a cautionary tale for retailers.
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Blog

Last-Mile Delivery: eCommerce’s Future Depends On Innovation In Package Delivery

Sucharita Kodali August 8, 2019
15 billion — that’s how many eCommerce orders were delivered last year to customers in the US. Not only are the costs of these shipments increasing, but many of those deliveries are inefficient and generate negative externalities for communities (think clogged roads, for starters). For my new research, “The US Last-Mile Landscape Today,” we interviewed […]
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Blog

Amazon Has “Destroyed The Retail Industry”: True Or False?

Sucharita Kodali July 29, 2019
Has Amazon destroyed retail or does it help SMBs? We review the facts surrounding the new antitrust investigation.
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Blog

Is Ultra-Fast Shipping A Game Changer In Retail?

Sucharita Kodali April 30, 2019
Is ultrafast shipping really what retail customers want? Although Amazon's recent announcement indicates yes, the story isn't so simple.
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Blog

The State Of Retailing Online 2019: Omnichannel, Personalization, And Marketing

Sucharita Kodali March 29, 2019
This year’s State of Retailing Online report focuses on omnichannel fulfillment, personalization, and digital marketing.
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Blog

Brands: Protect Yourselves From The Gray Market

Sucharita Kodali March 26, 2019
With online sales representing over 20% of sales in most physical good categories and the ability to buy unauthorized goods from anywhere in the world, the gray market is more present than ever. However, brands are not monitoring their online goods, allowing for any good to be available for sale on the internet, including marketplaces. […]
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Blog

What’s Going On With Online Grocery

Sucharita Kodali March 19, 2019
Last week, IRI hosted its annual Growth Summit in Denver (where some hapless attendees were snowed in by an unfortunate blizzard on the second day). For anyone not familiar with IRI, it is one of the world’s largest analytics firms. Among a slew of other assets, it has proprietary data from checkout registers, which gives […]
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