Carrie Johnson

VP, Group Director serving eBusiness & Channel Strategy PROFESSIONALS

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 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.


Carrie is a magna cum laude graduate of Bowdoin College.

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3647 results in Reports

    • For Infrastructure & Operations Professionals

      Report:Best Practices: IT Asset Management

      Best Practices To Use For Starting Or Renewing Asset Management Programs

      For the past decade, technology management has been deploying critical business applications to enable other business divisions and executive management to better control and manage business...

      • Downloads: 353
    • For CIO Professionals

      Report:Benchmarking Australia And New Zealand Technology Budgets And Priorities In 2014

      CIOs Begin Supporting The Shift To The Age Of The Customer

      Setting, adjusting, and managing technology budgets is a challenge even in good years — and few CIOs would argue that there are many good years anymore! Even in growth times, CIOs face pressure...

      • Downloads: 164
    • For eBusiness & Channel Strategy Professionals

      Report:Disrupting Finance: Digital Financial Advice

      The Budding Revolution In Free Or Low-Cost Financial Guidance

      Digital financial advice platforms deliver free or low-cost investment and other financial guidance to consumers who are planning for goals such as home ownership, education, and retirement. Startups...

      • Downloads: 349
    • For Analyst Relations Professionals

      Report:Target Industry Analyst Relations With Achievable Metrics

      Benchmarks: The Industry Analyst Relations Playbook

      Myriad options puzzle industry analyst relations (AR) professionals as they try to measure the value they bring to high-tech vendors and to deliver consistently against related targets. A Forrester...

      • Downloads: 478
    • For CIO Professionals

      Report:Shared Services: If WyCAN, So Can You!

      Thought Leadership And Teamwork Enable Cost-Savings And Better Service For Consortium Members

      Public sector organizations don't have the privilege of dialing back on scope in challenging economic times. In fact, when the going gets tough, government organizations often have to kick into high...

      • Downloads: 105
    • For eBusiness & Channel Strategy Professionals

      Report:Disrupting Finance: Digital Banks

      Digital Banks Offer A More Compelling Digital Banking Experience

      Over the past few years, a wave of new digital banks like Fidor Bank, Jibun Bank, Moven, and Simple have launched, competing to win customers with better digital customer experiences than those...

      • Downloads: 362
    • For eBusiness & Channel Strategy Professionals

      Report:Adapting Your eBusiness Strategy For The Era Of Agile Commerce

      To bring eBusiness strategies in line with a vision of agile commerce — where companies serve customers seamlessly across touchpoints — we find that many firms are in the midst of massive...

      • Downloads: 763
    • For Marketing Leadership Professionals

      Report:Benchmarking Social Marketing Efforts In China

      Marketing leadership professionals work hard to win hypersocial Chinese consumers, but most don't know whether their social marketing efforts in China are keeping pace with those of their peers at...

      • Downloads: 161
    • For Marketing Leadership Professionals

      Report:2013 Mobile Trends For Marketers

      Multiyear Strategies And Larger Investments Define This Year

      With more than 1 billion smartphones in consumers' pockets at the beginning of 2013, mobile is driving a second Internet revolution that's even more profound than the first one. Mobile creates new...

      • Downloads: 1653
    • For CMO Professionals

      Report:The Costs And Benefits Of Marketing Innovation Labs

      Build An Innovation Lab To Focus The Organization On "What's Next" Customer Engagement Opportunities

      Marketing innovation labs are all the rage. Companies including Staples, Wal-Mart, Mondelez International, Nike, Comcast, Nestlé, Chick-fil-A, and many more have developed innovation labs to...

      • Downloads: 416
    • For eBusiness & Channel Strategy Professionals

      Report:Disrupting Finance: Digital Investment Managers

      Software-Based Startups Slash The Cost Of Managed Accounts

      Digital investment managers like Nutmeg in the UK and Betterment and Wealthfront in the US use the Internet to offer customized, diversified portfolios — also known as managed accounts —...

      • Downloads: 283
    • For Marketing Leadership Professionals

      Report:The Co-Creation Maturity Benchmark

      Co-creation is a key pillar of corporate open innovation initiatives. In Q1 2011, Forrester surveyed 212 product strategy professionals about whether and how social media assets within their...

      • Downloads: 577
    • For Infrastructure & Operations Professionals

      Report:Predictions 2014: Mobility And Computing Technologies In The Age Of The Customer

      Six Meta-Trends That Will Influence How You Ensure That Employees Have Access To The Right Technology In 2014 And Beyond

      In 2013, infrastructure and operations (I&O) professionals saw increased mobility and diversity in the technology that employees could use for their jobs get thrust into the forefront. In 2014, I&O...

      • Downloads: 705
    • For Security & Risk Professionals

      Report:Define And Articulate The Role Of Risk Management

      Processes: The Governance, Risk, And Compliance Playbook

      As a risk professional, you are currently in a position to exert more influence on your organization and increase the value you and your team can offer. Many of you will feel pressure to develop...

      • Downloads: 1646
    • For Security & Risk Professionals

      Report:Endpoint Security Trends, Q2 2013 To Q4 2014

      New Disruptors For Endpoint Security Through 2014

      Every year, Forrester conducts a number of global surveys of IT security decision-makers and information workers from a wide range of organization industries and sizes. In this report, we present the...

      • Downloads: 464
    • For Security & Risk Professionals

      Report:Understanding Legal And Regulatory Risks In Social Media

      Even as social media adoption surges across the enterprise, security and risk (S&R) professionals have yet to fully understand and mitigate associated legal, compliance, and security risks. S&R...

      • Downloads: 927
    • For Customer Insights Professionals

      Report:Base Your Plan For Intelligent Loyalty On Maturity

      Strategic Plan: The Customer Loyalty Playbook

      Loyalty programs that attempt to implement a cookie-cutter strategy and ignore customer insights typically struggle and usually lack meaningful results. Organizations seeking to build a program that...

      • Downloads: 353
    • For eBusiness & Channel Strategy Professionals

      Report:Case Study: iGaranti Reimagines The Mobile Banking Experience

      Mobile banking is the future. Yet many banks still haven't embraced its full potential, adopting a new version of the past instead. Turkey's Garanti Bank has taken a different approach, integrating a...

      • Downloads: 433
    • For Customer Insights Professionals

      Report:Quick Take: Adobe Underscores Marketing Reinvention At Adobe Summit 2014

      Announcements Emphasize Partnerships And Innovation

      On March 25, 2014, at its annual digital marketing summit, Adobe very deliberately positioned its Marketing Cloud as a comprehensive platform for digital marketers, rather than a suite of...

      • Downloads: 121
    • For Marketing Leadership Professionals

      Report:Mobile Advertising: It's Time To Get Personal

      Dump Your Desktop Approach For Integrated, Individualized Mobile Ads

      Nearly a third of the world's population is equipped with smartphones, and saturation reaches more than two-thirds in major markets like Hong Kong, the UK, and the US. This creates a huge mobile...

      • Downloads: 339
    • For Sales Enablement Professionals

      Report:Buyer Role Profile: Application Development

      This report is designed to give sales enablement professionals an introduction to the application development (AD) role, as well as an overview of the general concerns facing people in this position....

      • Downloads: 188
    • For Sourcing & Vendor Management Professionals

      Report:Case Study: India's BLP Sources Long-Term Business Innovation

      Plan For The Right Incentives To Source Continuous Business Value

      With a number of large outsourcing contracts in Asia Pacific coming up for renewal in 2014 and 2015, organizations are asking how they can move away from traditional, rigid engagements focused on...

      • Downloads: 73
    • For Sourcing & Vendor Management Professionals

      Report:Navigating The Used Software Market

      Savvy European Software Buyers Can Save Up To 50% By Buying And Selling Used Software

      After years of wrangling, on July 3, 2012, the European Court of Justice (ECJ) declared that trading in used software programs was legal in the European Union. This landmark decision reaffirmed that...

      • Downloads: 85
    • For Sourcing & Vendor Management Professionals

      Report:The Renegade Technology Buyer In Asia

      Technology is now too important for the business not to be involved. Business decision-makers in Asia also mention that frustration with their IT department pushes them to spend directly on IT...

      • Downloads: 44
    • For Customer Experience Professionals

      Report:Major Voice Of The Customer Trends, 2011

      Forrester reviewed the voice of the customer (VoC) programs of the finalists from our 2011 Voice Of The Customer Awards. Our analysis revealed that the 10 major trends observed last year, such as...

      • Downloads: 895