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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6 results in Reports

  • Carrie Johnson
  • Customer Intelligence
  • 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: 337
  • 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: 785
  • 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: 654
  • 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: 579
  • For eBusiness & Channel Strategy Professionals

    Report:Beyond Sales: Driving eBusiness With Engagement

    eBusiness And Channel Leaders: Prepare A Shift To New Customer Metrics To Succeed In 2009

    Will there ever be a shift away from the prevailing maniacal goal of increased sales online as a measure of success for eBusiness? Yes — and it's happening now. In Q1 2009, we surveyed members...

    • Downloads: 531
  • For eBusiness & Channel Strategy Professionals

    Report:The Recession's Impact On 2009 eBusiness Plans

    The Online Channel Grows In Importance Despite The Weak Economic Climate

    To get a sense for how eBusiness and channel managers are faring in the face of the economic downturn — from budgets and staffing to changing their 2009 plans for growth — we surveyed our...

    • Downloads: 561