Sucharita Kodali

VP, Principal Analyst

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Predictions 2021: Retailers, Brand Manufacturers, And Mall Operators

Sucharita Kodali 2 days ago
In the wake of the pandemic's deluge of disruption, retailers, brand manufacturers, and ecosystem players such as mall operators are entirely rethinking their businesses, heralding much change ahead. Read what we predict for retail in 2021.
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Blog

Introducing Forrester’s Digital Go-To-Market Review: Home Goods Edition

Sucharita Kodali October 6, 2020
In a rapidly evolving retail environment, brand manufacturers that have traditionally sold through wholesale channels now need to think very differently about distribution. Some traditional wholesale partners are shrinking — meaning those (often long-standing) distribution partnerships simply can’t generate the sales and growth for brands that they did for decades. By contrast, online marketplaces are growing — and fast. Marketplaces promise access to vast swaths of new customers — but potentially also arm’s-length relationships with those customers and less control around placement, plus proximity to […]
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Blog

Attend Forrester’s Upcoming Event For Brand Manufacturers On September 29–30

Sucharita Kodali September 18, 2020
One of the biggest transformations in retail that Forrester highlighted in its recent B2C buying research stream is the growth of brand manufacturers in commerce and the corresponding tension with marketplaces like Alibaba, Amazon, and others around the world. (“Brand manufacturers” are traditionally wholesale companies that distribute through intermediaries. They’re a complex ecosystem, and no […]
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Video

B2C Firms Must Prepare As Consumer Buying Enters A New Era

Sucharita Kodali September 11, 2020

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Blog

Insights From Forrester’s US Retail Recovery Heat Maps (April – July 2020)

Sucharita Kodali July 21, 2020
See how the retail economies of 30 major US metropolitan areas have fared in the wake of the pandemic, and learn what the near future may hold.
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Video

Section 230 Is The Quiet Weapon That’s Allowed Marketplaces To Flourish

Sucharita Kodali June 18, 2020

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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

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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Blog

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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Blog

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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