Forrester Research : Analyst : Carrie Johnson

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Carrie Johnson

Vice President, Practice Leader - eBusiness & Channel Strategy serving eBusiness & Channel Strategy PROFESSIONALS

Find Carrie on:
Blog: eBusiness & Channel Strategy Blog

Carrie serves eBusiness & Channel Strategy Professionals and leads a team that helps these professionals in the retail, financial services, travel, and healthcare industries optimize sales and service strategies across channels. Carrie's current research focuses on online and multichannel retailing.

Prior to this position, Carrie spent eight years at Forrester researching the dynamics and growth of online retailing. In this role, she analyzed consumers' adoption of eCommerce, their multichannel behavior, and how retailers optimize sales to those consumers with key technologies and strategies. In this role, Carrie authored many key Forrester reports, including Forrester's annual eCommerce forecast. In addition, since 2002, Carrie has authored or led the research effort for "The State of Retailing Online," a Shop.org survey conducted by Forrester Research.

Previous Work Experience

Carrie's background prior to Forrester includes work at the Harvard Business School, where she wrote case studies on Barnes & Noble, Frontgate, PlanetAll, QVC, Streamline, and TV Guide.

Carrie has appeared on NBC Nightly News, CNBC, and CNNfn to speak about online retail trends and react to various retail news events. She has also been quoted in various newspapers, including The Wall Street Journal, The New York Times, USA Today, and The Boston Globe.

Education

Carrie is a magna cum laude graduate of Bowdoin College.

Research Coverage:

B2C eCommerce, Deloitte, Multichannel Selling Strategies, eCommerce

Carrie Johnson's Research

For eBusiness & Channel Strategy Professionals
Report: Rank Yourself With The eBusiness Maturity Model
Sucharita Mulpuru, Carrie JohnsonJanuary 18, 2013
As retail companies evaluate their eCommerce opportunities, establishing a level set of their current strengths and weaknesses is essential. In 2008, Forrester introduced its proprietary eBusine...
- Downloads: 848
- Comments: 1
For eBusiness & Channel Strategy Professionals
Report: Trends 2012: eBusiness Operations And Customer Acquisition Benchmarks
Carrie JohnsonJuly 25, 2012
eBusiness budgets rose again in 2011 and will keep rising in 2012. Why? Competition is heating up. The average eBusiness team is still maturing, and B2B firms increasingly are entering the eBusi...
- Downloads: 491
- Rating:
For eBusiness & Channel Strategy Professionals
Report: Mobile eBusiness Key Performance Measurements
Carrie Johnson, Julie A. AskMay 17, 2012
Like mobile measurement, mobile benchmarking is still in its infancy. Hard-to-come-by benchmarks challenge eBusiness and channel strategy professionals to understand how their investment levels ...
- Downloads: 600
- Rating:
For eBusiness & Channel Strategy Professionals
Report: Strategic Staffing For Mobile eBusiness
Patti Freeman Evans, Carrie Johnson, Peter Wannemacher, Julie A. Ask, Jonathan BrowneMay 09, 2012
As mobile adoption increases, eBusiness and channel strategy professionals are challenged to determine how these devices integrate with their existing sales and service channels. It is imperativ...
- Downloads: 354
- Rating:
For eBusiness & Channel Strategy Professionals
Report: Staffing For The Art And Science Of eBusiness
Carrie JohnsonMay 08, 2012
What is the goal of eBusiness teams? To sell goods and services. As a result, eBusiness teams have become masters in the art of sales. As teams pivot efforts to optimize interactions across digi...
- Downloads: 274

View all of Carrie Johnson's Research

For eBusiness & Channel Strategy Professionals
Report: Mobile Channel Strategy: An Overview
Peter Wannemacher, Carrie JohnsonJune 02, 2011
Across the globe, the mobile channel is growing at a rapid rate. eBusiness and channel strategy leaders at B2B and B2C firms are at the forefront: 94% of eBusiness managers we surveyed are eithe...
- Downloads: 2166
For eBusiness & Channel Strategy Professionals
Report: How To Get Customers To Shop Online
Carrie JohnsonApril 16, 2008
Our research still shows that despite the adoption of online transactions, consumers prefer in-store experiences over the Web when it comes to researching, buying, and getting customer service. ...
- Downloads: 968
For eBusiness & Channel Strategy Professionals
Report: How eBusiness Firms Use Social Tools To Connect With Customers
Elizabeth Davis, Carrie JohnsonJanuary 07, 2010
As consumers increasingly use social media to connect with each other and with brands, eBusiness executives seek to understand how — and if — these tools can drive online sales and s...
- Downloads: 1181
For eBusiness & Channel Strategy Professionals
Report: The Role Of eBusiness In Multichannel Strategy
Carrie Johnson, Elizabeth DavisDecember 16, 2009
Consumers today are more multichannel than ever before: 70% of consumers researched a product online and then bought it in another channel in 2009. To determine the role that eBusiness teams pla...
- Downloads: 1016
For eBusiness & Channel Strategy Professionals
Report: Trends 2010: eBusiness Teams Reorganize
Carrie Johnson, Elizabeth DavisApril 12, 2010
Reporting structures are a challenge for any team, and eBusiness is no exception: Finding the right place for eBusiness teams as the Web evolves and grows in importance has been a struggle for m...
- Downloads: 878