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.

Refine your results

Date Range





Market Imperatives




3830 results in Reports

    • For Application Development & Delivery Professionals

      Report:The Offline Mobile Challenge

      Tackling Mobile Apps' Most Important And Difficult Feature

      Companies are adopting a business technology (BT) agenda with a focus on driving great customer experience, yet these experiences are increasingly delivered on devices with transient network...

      • Downloads: 192
    • For Infrastructure & Operations Professionals

      Report:Build Your Workforce Computing Strategic Plan

      Strategic Plan: The Workforce Enablement Playbook

      Few areas of technology are as fundamental to customer interaction and the execution performance of the business as the devices and software in the hands of its employees. Yet instead of seeing...

      • Downloads: 480
    • For Customer Insights Professionals

      Report:Evolve From Research To Insights

      Market Insights Have The Power To Inform Crucial Business Decisions

      Businesses face pressure from increased competition in a flat world and are also dealing with financial crises, the exponential growth of technological changes, Internet-enabled customer power, and...

      • Downloads: 467
    • For CIO Professionals

      Report:Quick Take: Rackspace Aims To Deliver Great Managed Cloud Experiences In Asia Pacific

      Outside Of Core Markets, Its Managed Cloud Service Capabilities Are Limited By Its Physical Presence

      Five years ago, Rackspace made its entrance into Asia Pacific (AP) when it set up an office in Hong Kong. Since then, it has expanded into Australia, New Zealand, and India. At its analyst event on...

      • Downloads: 118
    • For Infrastructure & Operations Professionals

      Report:Redefine Your Workforce Enablement Policy To Empower Employees

      Policy And Procedures: The Workforce Enablement Playbook

      To ensure that employees are armed with the technology they need to do their best work and delight customers, infrastructure and operations (I&O) managers are embracing desktop modernization projects...

      • Downloads: 721
    • For Customer Insights Professionals

      Report:Build The Case For Investing In Market Insights

      How To Convert Value-Add To Revenue

      In most organizations, market insights professionals struggle to link the insights they provide to actual business impact and value. This is at odds with executives, who are aligning their internal...

      • Downloads: 347
    • For CIO Professionals

      Report:CIOs: Organize For Mobile Success

      Build And Support IDEA Teams To Drive Mobile Moments

      Customer expectations are soaring as the mobile mind shift accelerates. In order to meet those expectations, CIOs must work closely with their business peers. Where to start? We suggest a four-part...

      • Downloads: 271
    • For Infrastructure & Operations Professionals

      Report:Velocity: The Only Storage Issue That Matters In The Age Of The Customer

      Relentlessly Seek Speed In Your Service Design

      Storage always was and always will be critical to infrastructure and operations (I&O) professionals seeking to expand their BT agenda. Factors like capacity, cost, and management have dominated...

      • Downloads: 143
    • For eBusiness & Channel Strategy Professionals

      Report:2013 UK Mobile Banking Functionality Rankings

      Forrester Evaluates Mobile Banking At The Four Largest UK Banks

      With customer expectations rising and substantial business at stake, digital banking strategy teams know they must keep improving their mobile services. This is one of three reports that detail the...

      • Downloads: 386
    • For Security & Risk Professionals

      Report:Twelve Recommendations For Your Security Program In 2015

      Political Instability And Cyberterrorism Raise The Security Stakes For Digital Businesses

      Each winter, Forrester outlines 12 important recommendations for your security strategy for the coming year. We base these recommendations on thousands of client inquiries and interactions,...

      • Downloads: 464
    • For Application Development & Delivery Professionals

      Report:Oracle Customers Are Hesitant To Embrace Fusion Applications

      Slow Adoption Of Newer Product Means Changes Likely In Oracle's Strategy

      This report, originally written for CIOs, includes content relevant to application development and delivery (AD&D) professionals. With Oracle's strong footprint in the enterprise business apps...

      • Downloads: 385
    • For B2C Marketing Professionals

      Report:Pinterest Is Not Ready For Prime Time

      Its Enormous Potential Demands Richer Ad Targeting

      Pinterest attracts more users than you think — and that audience loves to interact with and talk about brands as well as shop online. But only about half of top brands have created Pinterest...

      • Downloads: 146
    • For B2C Marketing Professionals

      Report:Build The Case For Content Marketing On Efficiency, Differentiation, And Granular Metrics

      Business Case: The Content Marketing Playbook

      Content marketing doesn't exist in most CFOs' lexicons. This is because budgets for content marketing at many business-to-business (B2B) and business-to-consumer (B2C) companies simply do not exist;...

      • Downloads: 318
    • For Application Development & Delivery Professionals

      Report:Digital Business Design Is The New Integration

      Create A Cohesive Business From Your (Seemingly Random) Collection Of Applications And Data

      Integration is a perennial challenge for application development and delivery (AD&D) professionals. Vintage, monolithic applications are hard to deal with, and point solutions abound, including point...

      • Downloads: 945
    • For CIO Professionals

      Report:Mobile Moments Require A New Technology Strategy

      Tomorrow's Business Opportunities Require A New Technology Platform

      CIOs are pushing their teams to define, develop, and deploy mobile apps for employees and customers; a well-intentioned, but misguided approach to addressing the business technology (BT) agenda....

      • Downloads: 326
    • For Infrastructure & Operations Professionals

      Report:Brief: Disk Is Dead — For Performance

      Accelerate Your Business Services With Flash Today

      Until now, infrastructure teams and their hardware vendors have taken a cautious approach to integrating flash and solid-state storage into their infrastructures. The time for caution is over. The...

      • Downloads: 85
    • For B2C Marketing Professionals

      Report:Take Advantage Of Positive Email Attitudes

      Landscape: The Email Marketing Playbook

      Forrester has evaluated consumer email attitudes over the past four years, using our Consumer Technographics® data from 2010 through 2014. Overall, attitudes toward email have become...

      • Downloads: 534
    • For B2B Marketing Professionals

      Report:Using A Results Chain To Model Your Lead-to-Revenue Process

      This results chain toolkit is a companion tool for the processes module of Forrester's lead-to-revenue playbook. Forrester recommends that B2B marketing leaders use a results chain model to frame and...

      • Downloads: 34
    • For Customer Experience Professionals

      Report:How To Hire And Onboard Customer-Centric Employees

      Companies can become more customer-centric by hiring employees who inherently want to serve customers and then getting them off to the right start. Customer experience (CX) professionals can do this...

      • Downloads: 380
    • For Application Development & Delivery Professionals

      Report:The Forrester Wave™: Modern Application Functional Test Automation Tools, Q2 2015

      Ensure Quality Of Enterprise, Mobile, And Web Applications Without Sacrificing Delivery Speed

      Fast application development and delivery (AD&D) is a must. But, so is quality. The growing architectural complexity of modern applications makes functional test automation (FTA) tools an essential...

      • Downloads: 240
    • For B2C Marketing Professionals

      Report:Profiling Chinese Luxury Goods Buyers

      A Technographics® Data Essentials Document

      Luxury goods are very popular in China; they are bought by men and women of all ages and across all income levels. Compared with non-luxury goods buyers, Chinese luxury goods buyers tend to have...

      • Downloads: 49
    • For B2C Marketing Professionals

      Report:Brief: Asia Pacific Firms Measure The Wrong Social Metrics

      Marketers Must Align Social Marketing Objectives To Business Outcomes

      Marketers are increasingly funding social media programs in Asia Pacific. But most are still beginners at social measurement — focusing on simplistic metrics such as fans, followers, and...

      • Downloads: 67
    • For Enterprise Architecture Professionals

      Report:Information Strategies Move Center Stage

      Vision: The Information Strategy And Architecture Playbook

      The flood of information coming from widespread digitization has created new opportunities and risks that business executives can't ignore. Forrester is seeing a dramatic uptick in the importance of...

      • Downloads: 726
    • For CIO Professionals

      Report:Your BT Agenda Demands A Hybrid Cloud Storage Strategy

      How You Handle Storage Will Heavily Influence Your Cloud Success

      Hybrid clouds are the future state of compute and storage for enterprises in the age of the customer. In recent years, hybrid cloud storage has evolved and become a deployment methodology that can...

      • Downloads: 158
    • For eBusiness & Channel Strategy Professionals

      Report:Forrester Research Mobile Banking Forecast, 2012 To 2017 (US)

      ForecastView Spreadsheet

      Adoption of mobile banking by individual mobile users. The forecast segments the addressable market and reports for mobile bankers by generation (age), phone type, access type (SMS, mobile site,...

      • Downloads: 8