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A Conversation On Technology With a Top Expert Sucharita Mulpuru-Kodali, vice president and principal analyst at Forrester Research, shares her thoughts on ecommerce and other topics. WITHIN THE LAST TWO DECADES OR SO, THE RETAIL landscape has been greatly impacted by the rise of the Internet and rapid advances in technology. Previously restricted to shopping at traditional brick-and-mortar stores during standard business hours, consumers have become accustomed to clicking and buying directly from their computers and other devices regardless of the day or hour. Thanks to technology, convenience has become a key issue for consumers, who make purchases quite differently from the way they shopped years ago. As a result, marketers are constantly trying to understand how to cater to this modern breed of consumers. 64 August 2013 | beautystorebusiness.com Industry experts such as Sucharita Mulpuru-Kodali, vice president and principal analyst at global research and advisory firm Forrester Research (forrester.com) in Cambridge, Massachusetts, stay ahead of the market—specifically e-business and channel strategies. A leading expert on ecommerce, multichannel retail, consumer behavior and trends in the online shopping space, Mulpuru-Kodali is also a noted authority on technology developments that impact the online commerce industry. Here Mulpuru-Kodali—who is scheduled to speak at the Shop.org Annual Summit in Chicago Oct. 1-2 and at Forrester Research's e-Business Forum in Chicago Nov. 5—shares insights into this mercurial market. Image courtesy of Forrester Research by Regina Molaro