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.

Carrie Johnson's Research

  • For eBusiness & Channel Strategy Professionals

    Report: Trends 2012: eBusiness Operations And Customer Acquisition Benchmarks

    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: 606
  • For eBusiness & Channel Strategy Professionals

    Report: Mobile eBusiness Key Performance Measurements

    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: 757
  • 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 imperativ...

    • Downloads: 400
  • For eBusiness & Channel Strategy Professionals

    Report: Staffing For The Art And Science Of eBusiness

    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: 323
  • For eBusiness & Channel Strategy Professionals

    Report: Trends 2011: Staffing And Hiring For eBusiness

    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: 520
  • For eBusiness & Channel Strategy Professionals

    Report: Mobile Channel Strategy: An Overview

    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: 2331
  • For eBusiness & Channel Strategy Professionals

    Report: How To Get Customers To Shop Online

    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: 987
  • 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 s...

    • Downloads: 1212
  • For eBusiness & Channel Strategy Professionals

    Report: The Role Of eBusiness In Multichannel Strategy

    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: 1047
  • For eBusiness & Channel Strategy Professionals

    Report: Trends 2010: eBusiness Teams Reorganize

    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: 914
View all of Carrie Johnson's Research

Clients who work with Carrie Johnson also work with: