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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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17 results in Reports

  • Carrie Johnson
  • Retail

  • For eBusiness & Channel Strategy Professionals

    Report:Rank Yourself With The eBusiness Maturity Model

    Assessment: The Retail eCommerce Playbook

    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 eBusiness...

    • Downloads: 848
    • Comments: 1

  • For eBusiness & Channel Strategy Professionals

    Report:Mobile Channel Strategy: An Overview

    How eBusiness Leaders Should Approach Mobile As A Sales And Service Channel

    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 either...

    • Downloads: 2166

  • For eBusiness & Channel Strategy Professionals

    Report:Case Study: Furniture Brands International Adds B2C To Its B2B Offerings

    Initial Lessons Learned As A Large, National B2B Brand Pilots eCommerce

    Elizabeth Davis, Carrie JohnsonFebruary 23, 2010

    Furniture Brands International, one of the US's leading designers, manufacturers, and retailers of home furnishings, has marketed through a wide range of retail channels — from mass-merchant...

    • Downloads: 275

  • 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:2009 Cost Of eBusiness Operations And Customer Acquisition

    Competition Heats Up As Budgets Rise Along With Acquisition Costs

    Carrie Johnson, Elizabeth DavisMay 20, 2009

    There's good news and bad news for eBusiness executives. A recent survey of our eBusiness And Channel Strategy Professional Research Panel found that online budgets will increase this year. While...

    • Downloads: 592

  • 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 Sales Strategies: Room For Improvement

    Results Of Our Q4 2007 eBusiness, Channel And Product Management Panel

    Carrie JohnsonMarch 14, 2008

    Forrester recently surveyed 131 current members of our eBusiness, Channel And Product Management Research Panel to get a sense of how they feel their firms are doing in the area of online sales...

    • Downloads: 403

  • For eBusiness & Channel Strategy Professionals

    Report:Web Buyers — And Their Expectations — Grow Up

    Experienced Web Buyers Are Becoming The New Mainstream

    Carrie JohnsonMarch 11, 2008

    The online shopper is maturing: Only one in 10 Web buyers has less than one year of online shopping experience, down from one out of five Web buyers in 2005. In fact, today, nearly one-third of Web...

    • Downloads: 610

  • For eBusiness & Channel Strategy Professionals

    Report:Retail Channel Surfers Prefer To Buy Offline

    Understanding Web Buyers' Price Expectations For Retail Shopping Channels

    Carrie JohnsonDecember 19, 2007

    Although the number of technologically inclined Web buyers is steadily increasing, Web buyers still prefer to shop in traditional offline stores, and their spending behavior confirms this — on...

    • Downloads: 523

  • For eBusiness & Channel Strategy Professionals

    Report:Who's Bidding And Selling In Online Auctions?

    Carrie Johnson, Elizabeth DavisAugust 30, 2007

    A look at US adults who are bidding and selling in online auctions.

    • Downloads: 2

  • For eBusiness & Channel Strategy Professionals

    Report:Who's Shopping Online In Canada?

    Canadian eCommerce Adoption Remains Stagnant

    Carrie JohnsonJuly 25, 2007

    Online adoption continues to build momentum in Canada, but eCommerce adoption does not: The number of Canadian consumers shopping online during 2006 remained stagnant over 2005. What's holding back...

    • Downloads: 259

  • For eBusiness & Channel Strategy Professionals

    Report:Retail eBusiness Executives Expect A Solid 2007

    Industry Results Of Our eBusiness, Channel And Product Management Survey

    Carrie JohnsonMay 22, 2007

    Forrester recently surveyed our panel of 107 eBusiness and channel and product management executives to examine 2007 online budgets and priorities. Retail companies represented almost one-fifth of...

    • Downloads: 82

  • For eBusiness & Channel Strategy Professionals

    Report:eBusiness Managers' 2007 Outlook

    Results Of Our First eBusiness, Channel And Product Management Survey

    Carrie Johnson, Elizabeth DavisMarch 27, 2007

    Forrester recently surveyed 107 current clients and prospects within our eBusiness, channel and product management research panel to examine 2007 online budgets and priorities. Our panelists include...

    • Downloads: 103

  • 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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