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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3943 results in Reports

    • For B2C Marketing Professionals

      Report:The Forrester Wave™: Social Relationship Platforms, Q2 2015

      The 11 Providers That Matter Most And How They Stack Up

      In Forrester's 41-criteria evaluation of social relationship platform (SRP) vendors, we identified the 11 most significant software providers — Adobe, Expion, Falcon Social, Hootsuite, Oracle,...

      • Downloads: 545
    • For eBusiness & Channel Strategy Professionals

      Report:Drive Incremental Sales With Endless Aisle Capabilities

      Today's Tools Deliver Top-Line Growth For Retailers

      The retail industry has been tackling omnichannel fulfillment for a few years, with most of the focus going toward store fulfillment of online orders and click-and-collect. These capabilities rose to...

      • Downloads: 200
    • For B2C Marketing Professionals

      Report:The Social Programs Every B2C Marketer Should Study

      Best Practices: The Social Marketing Playbook

      The Forrester Groundswell Awards inspire marketers worldwide with examples of the best of social marketing. During our Marketing Leaders Forum in New York City this April, we announced winning...

      • Downloads: 116
    • For Application Development & Delivery Professionals

      Report:Web, Hybrid, And Native Mobile Apps All Have Their Place

      Strategic Plan: The Mobile App Development Playbook

      In the past few years, we've handled hundreds of client inquiries regarding which technology approach best suits mobile app development needs. The most common question: "Should we go with a native...

      • Downloads: 2788
    • For eBusiness & Channel Strategy Professionals

      Report:Make The Business Case For Mobile Insurance

      Business Case: The Mobile Insurance Strategy Playbook

      Mobile insurance is growing up. Not that long ago, building a mobile application was cheap, and business units were casually experimenting with mobile — and granted the budget largesse to do...

      • Downloads: 453
    • For Application Development & Delivery Professionals

      Report:The Dawn Of Enterprise JavaScript

      JavaScript Finds Its Place In Enterprise Software Development

      Adoption of JavaScript — and the Node.js runtime environment in particular — sets the stage for the biggest shift in enterprise application development in more than a decade. When...

      • Downloads: 293
    • For Infrastructure & Operations Professionals

      Report:How To Budget For Workforce And Customer-Facing Technologies In 2015 And Beyond

      Benchmarks: The Workforce Enablement Playbook

      Infrastructure and operations (I&O) leaders planning their budgets for 2015 and beyond face a daunting challenge: within their constrained I&O budget, they must find ways to divert investments from...

      • Downloads: 767
    • For Sourcing & Vendor Management Professionals

      Report:Involve The Business In Your Telecoms And Mobility Sourcing Road Map

      Enterprise sourcing and vendor management (SVM) executives need to ensure business buy-in for their telecommunications and mobility (T&M) sourcing strategy. The best way to do this is to use input...

      • Downloads: 158
    • Report:The Increasing Sophistication Of The European Digital Home

      European Consumer Technographics®

      The European digital home is evolving — the average consumer with a home network has three devices connected to it, and we expect that number to increase. The profile of technology early...

      • Downloads: 28
    • For B2C Marketing 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: 520
    • For Security & Risk Professionals

      Report:Understand Security And Risk Budgeting For 2013

      The global downturn has constrained security budgets for several years now, and chief information security officers (CISOs) have become accustomed to taking on more responsibilities without...

      • Downloads: 1161
    • For CMO Professionals

      Report:Brief: Google's Nest Buys Dropcam To Disrupt Digital Lifestyle

      CMOs' Strategies Must Tackle Environmental Scanning

      As June 2014 drew to a close, the tech press assembled in San Francisco to cover announcements from the annual Google I/O developer's conference. But the media mostly missed a significant...

      • Downloads: 157
    • For eBusiness & Channel Strategy Professionals

      Report:2014 US Mobile Auto Insurance Functionality Benchmark

      Benchmarks: The Mobile Insurance Strategy Playbook

      Just how effective are mobile insurance apps and sites at meeting the needs of auto insurance customers? This update details the findings from Forrester's 2014 benchmark of the mobile offerings of...

      • Downloads: 363
    • For Enterprise Architecture Professionals

      Report:Knowledge Work Pushes The Dynamic Case Management Market

      Vendors Advance Their Design Time And Runtime Features

      There are fewer production workers who perform repetitive tasks. Work is becoming more knowledge-based and much less structured. As a result, the dynamic case management (DCM) market is expanding to...

      • Downloads: 319
    • For B2C Marketing Professionals

      Report:Context In Email Marketing Pays Off

      Performance Management: The Email Marketing Playbook

      In the vision report of our email marketing playbook, Forrester asserts that marketers should add contextual insights to their email programs. That obviously comes at a cost. In this report, which...

      • Downloads: 181
    • For Application Development & Delivery Professionals

      Report:Corporate Recruiters Add Recruitment Marketing And Supportive Technologies To Their Toolkits

      Traditionally, the corporate talent acquisition or recruiting process has focused on the internal activities of moving job seekers from the role of candidate to the role of employee. Today's...

      • Downloads: 92
    • For B2C Marketing Professionals

      Report:The Forrester Wave™: SEO Platforms, Q4 2012

      Rio SEO Leads, With BrightEdge Following As A Strong Performer

      Forrester's 21-criteria evaluation of SEO platforms evaluates the four largest providers of tools for organic search auditing, ranking support, measurement, and project management: BrightEdge,...

      • Downloads: 718
    • For Infrastructure & Operations Professionals

      Report:Market Overview: Converged Infrastructure Solutions In 2013, Part 1 Of 2

      The Benefits And Taxonomy Of Converged Infrastructure Solutions

      The leading IT infrastructure hardware vendors, such as Cisco Systems, Dell, EMC, Hitachi Data Systems (HDS), HP, IBM, and Oracle, have offered basic converged infrastructure (CI) solutions for...

      • Downloads: 667
    • For Infrastructure & Operations Professionals

      Report:Apply Technology Business Management To Shift From Tech Cost To A Tech Value Conversation

      Continuous Improvement: I&O Transformation Playbook

      Your firm's customers, channels, and competitors are digital — which means that your company must use technology to differentiate. That requires infrastructure and operations (I&O) leaders to...

      • Downloads: 185
    • For CIO Professionals

      Report:TechRadar™: Cloud Computing, Q4 2014

      Customers no longer question cloud computing as a viable technology choice; in a growing number of enterprises, cloud is now the first choice. Since our 2011 TechRadar™ on cloud computing,...

      • Downloads: 617
    • For CMO Professionals

      Report:Assess The Impact Of Touchpoints Along The Consumer Path-To-Purchase

      How Research Touchpoints Affect Consumer Spending

      Consumers connect with brands throughout the customer life cycle — they discover, explore, buy, and engage using a multitude of touchpoints. In the explore phase, consumers use a variety of...

      • Downloads: 1147
    • For Security & Risk Professionals

      Report:Quick Take: Apple Positioned For Key Role In Secure Payment Processing, Fraud Prevention

      Touch ID, NFC, And iTunes Are Key Ingredients For A Payment Ecosystem Offering Superior Client-Side Fraud Management

      On Monday, June 2, 2014, at their Worldwide Developer Conference, among a number of other things, Apple announced that it has opened up its fingerprint reader, Touch ID, to third-party...

      • Downloads: 202
    • For B2C Marketing Professionals

      Report:Plan A Stream Of Emerging Touchpoint Programs

      No two organizations are the same, and that means there is no universal approach to developing a single emerging touchpoint. Developing a stream of these innovative touchpoints is even more...

      • Downloads: 103
    • For Application Development & Delivery Professionals

      Report:Responsive Web Mockup And Prototyping Tools Can Help Repair The Design-Development Rift

      Responsive web design (RWD) projects have thrown a wrench into traditional waterfall approaches. Design and development efforts need greater synchronization because of the complexity that RWD brings...

      • Downloads: 243
    • For CMO Professionals

      Report:Brief: Amazon Prime Music Reveals A Warning To Other Product Categories

      Music Is Now A Feature, Not A Product

      In June 2014, announced the arrival of its Prime Music service. Just like with the company's Prime Instant Video service, the music service is free to Prime members who have already chosen...

      • Downloads: 137