Sucharita Kodali

VP, Principal Analyst

Forrester Bio

Author Insights

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.
Read More
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 […]
Read More
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.
Read More
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.
Read More
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.
Read More
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. […]
Read More
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 […]
Read More
BLOG

Online Holiday Sales Will Grow By 14% In 2018

Sucharita Kodali October 17, 2018
This blog post is part of Forrester’s Holiday 2018 retail series. Online holiday shopping in the US is set to grow to $151 billion this year, up 14% from $133 billion in 2017. Total holiday sales will grow at a more conservative 1.7%. All told, we see approximately one-fifth of all US holiday shopping this […]
Read More
BLOG

Retailers Still Struggle To Differentiate Through Customer Experience

Sucharita Kodali June 26, 2018
The barrier has never been lower for retail shoppers to compare offerings and try new companies. Superior customer experience (CX) helps foster loyalty, and at the end of the day, CX leaders grow revenue faster than CX laggards. However, we found that most retailers continue to struggle at delivering great experiences to their customers. Forrester […]
Read More
BLOG

Will Your Company’s Digital Transformation End Up As A Bold Decision Or A Bust?

Sucharita Kodali April 30, 2018
In digital transformation, there’s a fine line between fearlessness and foolishness. Bad decisions can have all the trappings of a bold new strategy: a costly acquisition suddenly pivoting to an unexpected new product offering that’s an ambitious new vision for the future. Similarly, when consumer media hypes a new business model that will “disrupt” an […]
Read More
BLOG

The NRF Big Show Was A Mix Of Old And New Discussions

Sucharita Kodali January 22, 2018
Last week’s NRF Big Show at the Javits Center in New York City is the industry’s largest confab and its timing (as most retail fiscal years close) makes it a good prognosticator of which retail technologies companies will be investing in (or at least investigating) in the coming year.  After talking to retailers, exhibitors and […]
Read More
BLOG

Target Buying Shipt Won’t Make Same-Day Delivery Any Easier

Sucharita Kodali December 14, 2017
Target announced yesterday that it acquired a startup in the grocery delivery space called Shipt for $550MM.  If you’re familiar with Instacart, you get the gist of Shipt.  If not, think Uber for groceries—consumers place an order through Shipt and a marketplace of drivers shops for your items and delivers it to you on your schedule.   […]
Read More
BLOG

Retailers’ CX Slips In 2017

Sucharita Kodali December 7, 2017
Across industries, improvement in CX leads to growth in total revenue. Facing stiff competition on- and off-line, retailers need to invest in superior CX to differentiate themselves and foster the loyalty of empowered customers. However, consumers tell us that the opposite is happening. In 2017, we saw both traditional and digital-only retailers’ CX quality slip. […]
Read More
BLOG

Predictions 2018: Customer-Obsessed, Data-Driven Retailers Will Thrive In 2018

Sucharita Kodali November 14, 2017
In a world of hyper-adoption – and hyper-abandonment – successful retailing in 2018 comes down to obsessing about your customer’s experience. It’s a tall order: Digital and physical touchpoints now must work together flawlessly – yet also do what each touchpoint does best on its own. And organizations must remove silo shackles to unify disparate […]
Read More
BLOG

Who Would’ve Thought GameStop Has One Of Retail’s Best Innovation Playbooks?

Sucharita Kodali May 11, 2016
Because it has over 4,000 physical retail stores but more than 60% of video game sales are projected to move online by 2020, GameStop is in the midst of major disruption.  The steps it has taken to maintain growth and margin are nontraditional and  compelling.  In fact, we featured many of these tactics in last […]
Read More
BLOG

Can Content Really Drive Commerce?

Sucharita Kodali October 19, 2015
In a recent Forrester-Shop.org study, we found that 70% of online retailers are investing in “content” in the coming year. What sort of content you may ask. Usually when they say “content” retailers mean videos, blog posts and magazine-like content that is best for consumers at the top of the shopping funnel. This type of […]
Read More
BLOG

Amazon’s Dash Buttons: Smarter Than They Seem

Sucharita Kodali September 17, 2015
In late March, Amazon cracked up the Twittosphere with an  announcement that it would release a Dash button (not to be confused with the Amazon Dash device which is a wand for your kitchen).  It is a button that you put in your home (like your laundry room) and program to order a single packaged […]
Read More
BLOG

Don’t Buy Into “Buy Buttons” Just Yet

Sucharita Kodali July 6, 2015
The hottest topic in eCommerce these days seems to be “buy buttons.” The energy though appears premature. Pinterest announced its buyable pins with a press conference and sentimental Hallmark-like videos though the buyable pins are actually hard to find. Facebook, the king of all social networks, announced a buy button more than a year ago […]
Read More
BLOG

Who Does Mobile Commerce Well?

Sucharita Kodali November 13, 2014
As mobile becomes a critical component of your digital strategy and overall business, eBusiness professionals should have an answer when their executive teams ask, “Who does mobile commerce well?” Forrester has answered that question for you in our new report published today.  Using a proprietary framework, we analyzed top retailers’ mobile experiences (sites and apps) […]
Read More
BLOG

What Will – And Won’t – Happen In US eCommerce In 2015

Sucharita Kodali November 6, 2014
2015 is upon us: in Forrester’s just-released “Predictions 2015: US B2C And B2B eCommerce Players Will Struggle To Keep Up With Customers” report, we predict a number of key issues will challenge B2C eBusiness & Channel Strategy professionals in the coming year, while a number of new and exciting—but not pressing—topics will circulate. B2C eBusiness […]
Read More