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Carrie Johnson

Vice President, Practice Leader - eBusiness & Channel Strategy 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 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

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10 results in Reports

  • Carrie Johnson
  • Consumer Electronics & Technology
  • eCommerce

  • 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...

    • Downloads: 1181

  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Fraud In eBusiness

    eBusiness Panelists Report That 0.6% Of Orders And Transactions Are Fraudulent

    Carrie Johnson, Elizabeth DavisAugust 17, 2009

    Forrester recently surveyed its eBusiness And Channel Strategy Professional Research Panel to gauge the current landscape of fraud in the online channel. Forty percent of our panelists have seen an...

    • Downloads: 489

  • For eBusiness & Channel Strategy Professionals

    Report:Using Channel Satisfaction Data To Build The Business Case For eBusiness

    Carrie Johnson, Elizabeth DavisMay 26, 2009

    Forrester recently released a report showing the results of a survey of more than 4,500 US consumers and their level of satisfaction with Web, phone, and in-person interactions across 12 different...

    • Downloads: 920

  • For eBusiness & Channel Strategy Professionals

    Report:Tapping Into US Online Auction Buyers

    Understanding Online Auction Buyers And The Role Of The Auction Marketplace

    Carrie JohnsonAugust 13, 2008

    By year-end 2007, 21% of US online consumers had purchased from an online auction in the past 12 months, representing a hefty slice of the eCommerce pie. Young, affluent, and tech-savvy, online...

    • Downloads: 356

  • Report:An eBusiness And Channel Strategy Introduction To The State Of Consumers And Technology, 2008

    Carrie JohnsonAugust 04, 2008

    Forrester has released its annual guide to US device adoption and forecasts, demographics, and technology attitudes and behaviors. This year's report offers a generational analysis to show key...

    • Downloads: 855

  • For eBusiness & Channel Strategy Professionals

    Report:How To Get Customers To Shop Online

    How Consumers Research, Buy, And Get Service

    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. This...

    • Downloads: 968

  • For eBusiness & Channel Strategy Professionals

    Report:eBusiness Managers Test The Social Computing Waters

    Results Of Our Third eBusiness, Channel And Product Management Survey

    Carrie Johnson, Elizabeth DavisNovember 02, 2007

    Forrester recently conducted a survey of our eBusiness, channel and product management research panel on the topic of Social Computing in September 2007. We found that eBusiness firms struggle to...

    • Downloads: 270

  • For eBusiness & Channel Strategy Professionals

    Report:How Big Online Spenders Use The Web

    US Adults Who Transact Online Are More Likely To Use The Web For Everything

    Carrie Johnson, Elizabeth DavisOctober 30, 2007

    Online transactors — US online adults who bank online, apply for health insurance online, and book air travel online — are incorporating a wide variety of online activities into their...

    • Downloads: 312

  • For eBusiness & Channel Strategy Professionals

    Report:Web Buyers Still Expect Lower Prices Online

    But That Doesn't Mean Retailers Have To Bottom Feed

    Carrie Johnson, Sucharita MulpuruFebruary 13, 2007

    A history of insane promotions and deals has left the Web with the dubious reputation of being a bargain basement. As a result, online shoppers expect to find lower prices online than in other...

    • Downloads: 173

  • For eBusiness & Channel Strategy Professionals

    Report:Identifying Big Spenders Across Online Businesses

    More Advanced Online Activities Correlate To Increased Online Spending

    Carrie JohnsonFebruary 02, 2007

    As the Web matures, firms from health plans to brokerages are opening up eBusiness channels that introduce consumers to more and more complex online transactions that go far beyond simple book...

    • Downloads: 231
 
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