Sucharita Kodali

Vice President, Principal Analyst

Forrester Bio

Author Insights

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
BLOG

US Online Holiday Sales Will Be Higher Than Ever, Despite Noticeable Challenges

Sucharita Kodali November 3, 2014

Forrester predicts that US online retail sales will reach $89 billion during the 2014 holiday shopping season. Shoppers turn to the Web during the time-pressed period between November and December to avoid crowds, lines, and, in many cases, higher prices. This holiday season, eCommerce will experience a boom in the number of online buyers, as […]

Read More
BLOG

US Cross-Channel Sales To Grow As More Consumers Use Their Phones For Research In Retail Stores

Sucharita Kodali July 24, 2014

Cross-channel sales — also known as web-influenced sales or transactions that touch a digital medium, but are not completed on the Internet — are now more than four times larger than online sales alone and will reach $1.8 trillion by 2018. This is according to Forrester's just released five-year US cross-channel retail sales forecast. Offline […]

Read More
BLOG

eCommerce Grows But Physical Stores Will Live On

Sucharita Kodali May 12, 2014

If I had a dime for every time I heard the question “Isn’t eCommerce taking over retail?”,  it wouldn’t make me wealthy, but I’d certainly have a few hundred dollars more than I do now. Nonetheless, it’s a question that is unfortunately misguided and has permeated our zeitgeist. The truth is that yes, eCommerce is […]

Read More
BLOG

Why eCommerce Needs A United eBay

Sucharita Kodali March 27, 2014

One of the biggest recent stories in the eCommerce media has been the talk of splitting eBay and PayPal, which was driven by activist investor Carl Icahn.  eBay maintains Mr. Icahn’s idea is not new, and that eBay’s board has rejected the notion based on its own previous evaluations of the best strategic paths for […]

Read More
BLOG

US Online Holiday Sales Grow At A Double-Digit Pace For The Third Consecutive Year

Sucharita Kodali November 25, 2013

Forrester’s "US Online Holiday Retail Forecast, 2013" launches today. In it, we predict that for the third consecutive year, online holiday sales (November and December) are expected to grow at a double-digit pace and pull in over $78 billion. This represents about one-third of the overall retail sales volume for the year. This optimism is largely […]

Read More
BLOG

The Art of Awesome Curation: Lessons from Gilt and Houzz

Sucharita Kodali September 6, 2013

One of the most common questions I get is “Who does personalization really well?” And at its heart, great personalization is about effectively deciding which products (or offers) from a deep product catalog to showcase when and to whom. Ever since Gilt Groupe founder Alexis Maybank spoke at one of Forrester’s eBusiness Forums and talked […]

Read More
BLOG

Twitter Commerce: A Wow Or An Eh?

Sucharita Kodali August 28, 2013

Get ready for the barrage of bad speculation about Twitter and its imminent dominance of online retail. If you didn’t hear already, Twitter hired Nathan Hubbard, a former Ticketmaster exec, to figure out its commerce revenue stream. Interesting yes, but game-changing, no. Here’s why: startups tend to look for smart people first and figure out […]

Read More