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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3848 results in Reports

    • For Infrastructure & Operations Professionals

      Report:Top 10 Facts Every Tech Management Leader Should Know About Private Cloud

      Cloud is an essential component of every enterprise tech management strategy, but sifting through market noise to design a robust cloud strategy isn't easy. Despite reported high private cloud...

      • Downloads: 421
    • For B2C Marketing Professionals

      Report:Measurement Is A Digital Media Buyer's Best Friend

      Performance Management: The Digital Media Buying Playbook

      Every digital marketing leader knows that measurement is important, but levels of sophistication run the gamut from basic click-based measurement of one or two channels to seamless cross-channel...

      • Downloads: 750
    • For Infrastructure & Operations Professionals

      Report:Optimize Scalable Workload-Specific Infrastructure For Customer Experiences

      Landscape: The Infrastructure Transformation Playbook

      You face the difficult task of designing the expansive and scalable infrastructure that supports many of your new customer-facing systems of engagement and their associated analytics. Do not fall...

      • Downloads: 219
    • For B2C Marketing Professionals

      Report:Create An Audience-Obsessed Digital Media Buying Practice

      Executive Overview: The Digital Media Buying Playbook

      Digital media buying is undergoing seismic change. Where there were once legions of junior staff managing relationship-based buys, there are now sophisticated real-time bidding technologies....

      • Downloads: 819
    • For Enterprise Architecture Professionals

      Report:Market Overview: Enterprise Architecture Services 2014

      Navigating A Confusing EA Service Providers Landscape

      Digital business transformation is increasing the demands on enterprise architecture programs. The need to respond to this demand, but not through permanent hiring, is leading some enterprise...

      • Downloads: 192
    • For Customer Insights Professionals

      Report:Master Your Mobile Loyalty Moments

      Continuous Improvement: The Customer Loyalty Playbook

      Today, consumers rely on their mobile phones and tablets as information, entertainment, shopping, and life companions. They expect they can get what they want in their immediate context and moments...

      • Downloads: 815
    • For Customer Experience Professionals

      Report:Brief: Staffing For Data-Driven Design

      Data gives firms the objectivity that they need to identify, test, and validate design decisions, at scale and fast. But the skills they require to blend data and design sensibilities are rarely...

      • Downloads: 83
    • For Sourcing & Vendor Management Professionals

      Report:Managed Hosting: Still Relevant Despite Cloud's Rise

      Managed Hosting Remains A Viable Alternative Or Complement To The Cloud

      If you've been reading the press, you could be forgiven for assuming that enterprise-class managed hosting would have transitioned entirely to the cloud by now. Yet the pace of managed hosting's...

      • Downloads: 555
    • For B2C Marketing Professionals

      Report:UK's Multichannel Consumers Demand Customer Life-Cycle Marketing

      Discover The Touchpoints UK Consumers Turn To For Discovery, Exploration, Purchase, Inquiries, And Engagement

      Consumers have come to rely on a plethora of channels, devices and touchpoints to guide them through their purchase decisions. This path to purchase has broken free from the linear conception of the...

      • Downloads: 106
    • For B2C Marketing Professionals

      Report:Use Instagram Now

      Before The Rules Change

      Marketers seeking social engagement should turn to Instagram's low-clutter, brand-friendly environment. Top brands' Instagram posts generate a per-follower engagement rate 58 times higher than their...

      • Downloads: 330
    • For Customer Insights Professionals

      Report:Create An Evolved Loyalty Strategy, Not Just An Effective Program

      Executive Overview: The Customer Loyalty Playbook

      In the age of the customer, it's more important than ever to engage effectively with your customers — how, when, and where they desire. To do this, customer insights (CI) professionals must...

      • Downloads: 1148
    • For eBusiness & Channel Strategy Professionals

      Report:Forrester Research Web-Influenced Retail Sales Forecast, 2013 To 2018 (US)

      ForecastView Spreadsheet

      While online retail sales continue to grow, the impact of the Web on overall retail is much larger. With the proliferation of smartphones, the large installed base of tablets, and general...

      • Downloads: 19
    • For Application Development & Delivery Professionals

      Report:Map The Way To Your CRM Business Outcomes

      Road Map: The CRM Playbook

      When application development and delivery (AD&D) professionals create a customer relationship management (CRM) road map, they need to evaluate alternative CRM tactics, identify and leverage synergies...

      • Downloads: 616
    • For Security & Risk Professionals

      Report:Role Job Description: Identity And Access Management Architect

      Organization: The Identity And Access Management Playbook

      For security and risk (S&R) executives building a comprehensive identity and access management (IAM) strategy for their digital business, this report provides an overview of the skills, job...

      • Downloads: 132
    • For eBusiness & Channel Strategy Professionals

      Report:The State Of Mobile Technology Adoption

      A Benchmarking Guide For eBusiness Professionals

      Mobile technology for both hardware and software is experiencing a frenetic pace of change. What table stakes or "being in the game" means is constantly moving. eBusiness professionals have procured...

      • Downloads: 1123
    • For eBusiness & Channel Strategy Professionals

      Report:Black Friday — The Sale That Stole Christmas

      What Can eBusiness Professionals Learn From Black Friday's Rocky Arrival In The UK?

      The 2014 holiday season was a roller coaster ride for many UK retailers. Black Friday arrived via the technology super highway from the US, with an unprecedented fanfare. For some it was highly...

      • Downloads: 59
    • For CIO Professionals

      Report:Pioneer Vendors: Personal Cloud

      Unified Interfaces For Personal Cloud Services

      Individuals rely on personal cloud services like Dropbox and Evernote to manage an expanding array of digital content online. As such services proliferate, their users will seek ways to better unify...

      • Downloads: 259
    • For eBusiness & Channel Strategy Professionals

      Report:The New Paradigm Of Retail

      Vision: The Retail eCommerce Playbook

      Omnichannel and agile commerce promise to change the offers that retailers provide and the ways in which consumers buy; as a result, the look and feel of retail is certain to change in lockstep. All...

      • Downloads: 3843
    • For B2B Marketing Professionals

      Report:Brief: Boosting Channel Partner Engagement

      Partner Engagement Begets Partner Experience, Which Begets Partner Productivity

      Channel partner engagement — how and how often partners interact with business-to-business (B2B)/tech vendors — is critical, as engagement is a key indicator of partner loyalty and...

      • Downloads: 121
    • For eBusiness & Channel Strategy Professionals

      Report:Brief: Why Your Customers Still Use Paper Statements

      Answer: Because You Haven't Turned Them Off

      Electronic statements (eStatements) aren't a new concept to US consumers or billers; however, some industries such as utilities, life insurance, investments, and government lag behind. Despite years...

      • Downloads: 195
    • For CIO Professionals

      Report:Quick Take: Amazon's Move To Mainland Europe Does Not Yet Make It Mainstream

      Amazon Web Services (AWS) announced today its plans to open two data centers in Germany. Forrester believes this is a turning point in AWS's globalization strategy. Until now, the dominant...

      • Downloads: 92
    • For B2B Marketing Professionals

      Report:Foster Channel Partner Loyalty For Competitive Advantage

      Executive Overview: The Channel Partner Loyalty Playbook

      Business-to-business (B2B) vendors have long understood the power of channels and wielded their channel networks as competitive weapons. But the channel ecosystem is undergoing dramatic changes, and...

      • Downloads: 480
    • For Application Development & Delivery Professionals

      Report:Brief: Mobile Access To Back-End Systems

      The Uses And Limitations Of Screen-Scraping

      Mobile applications are the linchpins of business strategies to attract, retain, and delight customers. Mobile developers, in turn, need access to customer data typically resident in back-end systems...

      • Downloads: 216
    • For B2C Marketing Professionals

      Report:European Online Display Goes Programmatic

      Demystifying Programmatic Ad Trading In Key European Markets

      Programmatic trading of online display advertising is revolutionizing the way advertisers and publishers buy and sell display advertising. In 2014, we saw a dramatic increase in the adoption of...

      • Downloads: 75
    • For CMO Professionals

      Report:CMOs Must Lead The Brand Experience

      Twenty-first century brands are grappling to maintain their traditional sources of competitive advantage in the age of the customer — a world in which the companies that take an obsessive...

      • Downloads: 581