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 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.

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52 results in Reports

  • Carrie Johnson
  • For eBusiness & Channel Strategy Professionals

    Report:Rank Yourself With The eBusiness Maturity Model

    Assessment: The Retail eCommerce Playbook

    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: 1225
  • For eBusiness & Channel Strategy Professionals

    Report:Trends 2012: eBusiness Operations And Customer Acquisition Benchmarks

    eBusiness Budgets Rise Again . . . And Will Continue To Grow

    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 eBusiness...

    • Downloads: 585
  • For eBusiness & Channel Strategy Professionals

    Report:Mobile eBusiness Key Performance Measurements

    Benchmarks: The Mobile eBusiness Playbook

    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: 724
  • For eBusiness & Channel Strategy Professionals

    Report:Strategic Staffing For Mobile eBusiness

    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 imperative...

    • Downloads: 393
  • For eBusiness & Channel Strategy Professionals

    Report:Staffing For The Art And Science Of eBusiness

    A Further Look At Key eBusiness Skills And Functions

    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 digital...

    • Downloads: 313
  • For eBusiness & Channel Strategy Professionals

    Report:Trends 2011: Staffing And Hiring For eBusiness

    eBusiness Leaders Who Struggle To Fill Open Jobs Can't Settle For Mediocrity

    Unemployment plagues the US, yet eBusiness and channel strategy professionals face a counterintuitive problem — hiring. They struggle to fill customer experience, IT, and business analyst...

    • Downloads: 509
  • 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 eBusiness & Channel Strategy Professionals

    Report:Benchmark Your eBusiness Strategy And Results

    Five Key Metrics For Tracking eBusiness Progress And Maturity

    How does your eBusiness strategy stack up to your peers and competition? In this report we identify five key benchmarks for eBusiness and channel strategy professionals to help you gauge the success...

    • Downloads: 951
  • For eBusiness & Channel Strategy Professionals

    Report:eBusiness Teams Reorganize . . . Again

    Traditional Models Are Stepping Stones To Long-Run Agile Strategies

    The evolution from multichannel to agile commerce strategies has eBusiness teams scrambling. Finding the right organizational structure to accommodate the complexities of the...

    • Downloads: 549
  • For eBusiness & Channel Strategy Professionals

    Report:Multichannel Execution Falls Short

    eBusiness Executives Report A Gap In Multichannel Strategy Vision And Execution

    eBusiness executives have been fighting for increased investments in digital channels, and their efforts have paid off: The web channel tops their firms' channel investment priorities for 2011....

    • Downloads: 638
  • For eBusiness & Channel Strategy Professionals

    Report:eBusiness Must Become Customer-Obsessed

    Competitive Strategy In The Age Of The Customer

    As eBusiness and channel strategy professionals know all too well, empowered consumers disrupt business models across every industry. Success in the age of the customer requires companies to go...

    • Downloads: 553
  • For eBusiness & Channel Strategy Professionals

    Report:Mobile Channel Strategy: An Overview

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

    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: 2298
  • For eBusiness & Channel Strategy Professionals

    Report:Trends 2011: Cost Of eBusiness Operations And Customer Acquisition

    Budgets And Costs Spike For B2B And Financial Services Firms

    eBusiness budgets have risen steadily since 2008. In our annual survey of eBusiness and channel strategy professionals, we find that B2B and financial services firms in particular have dramatically...

    • Downloads: 859
  • For eBusiness & Channel Strategy Professionals

    Report:The Building Blocks For Social Success In eBusiness

    As consumers become more comfortable integrating social tools into their everyday lives, eBusiness leaders seek the right social strategy to achieve their goals. While the benefits of social media...

    • Downloads: 930
  • For eBusiness & Channel Strategy Professionals

    Report:Trends 2010: Staffing And Hiring For eBusiness

    A few months into 2010, eBusiness is going strong, with restrained but modestly growing budgets and a shift under way toward a shared service organizational model. To get to the bottom of how...

    • Downloads: 565
  • For eBusiness & Channel Strategy Professionals

    Report:Trends 2010: eBusiness Teams Reorganize

    Teams Shift Into More "Ideal" Structures But Still Struggle For Internal Support

    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 most...

    • Downloads: 907
  • For eBusiness & Channel Strategy Professionals

    Report:Trends 2010: eBusiness Optimism Rises From 2009

    eBusiness Budgets Rise Slightly; Investments In Technology And Tools Rise

    To understand the state of eBusiness growth and investment in 2010, we asked members of our eBusiness And Channel Strategy Professional Research Panel a series of questions in Q4 2009 about the...

    • Downloads: 419
  • 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

    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: 305
  • For eBusiness & Channel Strategy Professionals

    Report:How eBusiness Firms Use Social Tools To Connect With Customers

    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: 1205
  • For eBusiness & Channel Strategy Professionals

    Report:The Role Of eBusiness In Multichannel Strategy

    eBusiness Owns More Than The Web But Struggles With Channel Execution

    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 play in...

    • Downloads: 1044
  • For eBusiness & Channel Strategy Professionals

    Report:B2B eBusiness: Preparing For Online Liftoff

    As more and more traditionally nonconsumer brands begin to move online, questions abound: How do we sell online? What do we sell to — or how do we service — our customers online? How do...

    • Downloads: 515
  • For eBusiness & Channel Strategy Professionals

    Report:Best Practices For Tackling Universal eBusiness Challenges

    What Underperforming (And Up-And-Coming) eBusiness Teams Can Learn From Peers

    As companies look to boost their struggling — or brand-new — eBusiness operations, they have common questions: What are some of the fundamentals that all eBusiness leaders need to have in...

    • Downloads: 482
  • For eBusiness & Channel Strategy Professionals

    Report:The State Of Fraud In eBusiness

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

    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: 507
  • For eBusiness & Channel Strategy Professionals

    Report:Best Practices In Organizing For eBusiness

    Centralized Teams Lead As Best Practices

    In the face of the global economic downturn, eBusiness leaders face heightened scrutiny as firms place increased emphasis on the Web as a driver of sales and growth for their companies. eBusiness...

    • Downloads: 884
  • For eBusiness & Channel Strategy Professionals

    Report:What Domain Name Changes Mean For eBusiness

    When we last looked at the hype surrounding generic top-level domains (gTLDs) three years ago, we concluded that they would result in little benefit to established companies and that ultimately,...

    • Downloads: 267