Brendan Witcher

Principal Analyst serving eBusiness & Channel Strategy PROFESSIONALS

Brendan serves eBusiness & Channel Strategy Professionals. He is a leading expert on eCommerce business, consumer behavior, and technology trends in the digital engagement space. He is also a noted authority on technology developments that affect both online and offline commerce industries, as well as vendors that help facilitate delivery of today's leading strategies and tactics in digital excellence.

In his research, Brendan covers such consumer-oriented topics as eCommerce forecasting and trends, customer experience management best practices, personalization capabilities, engagement strategies, customer service solutions, and conversion optimization within verticals that include retail, CPGs, B2B, financial services, media, entertainment, hospitality, and the public sector. Though he applies this knowledge to a wide variety of industries, he spends the majority of his consulting time with companies that are at the forefront of dealing with digital disruption.

In addition to keynoting at global industry events and advising executive teams on digital strategy, Brendan is routinely sought after for comments and insights by industry media such as CNBC, PBS, The Economist, Time, The Wall Street Journal, USA Today, and Internet Retailer Magazine.

Previous Work Experience

Before joining Forrester, Brendan amassed 25 years of experience working for enterprise organizations in both the hospitality industry and multichannel retail. During that time, he led significant digital transformation projects, including selection and integration of enterprise platforms, as well as eCommerce support systems and customer-facing technology solutions. He has held multiple leadership positions for retailers like Guitar Center and Harry & David with roles in strategic planning, eCommerce operations, digital marketing, business analytics, customer insights, and CRM. In addition, he has served as an adjunct professor for Southern Oregon University's MBA program.

Education

Brendan graduated from Columbia College with a B.A. in business management. He later earned an MBA with a focus on marketing and a postbaccalaureate in financial analysis/accounting, both from Southern Oregon University.

Brendan Witcher's Research

  • For eBusiness & Channel Strategy Professionals

    Report: Surprise – Retail Is Growing! Here's What It Means For Digital Businesses

    Retail is actually growing — all the reports of store closures notwithstanding. Consumer confidence is healthy, retail imports are up, and retail jobs are growing (if changing). Digital business...

  • For eBusiness & Channel Strategy Professionals

    Report: Building The Business Case For Omnichannel Commerce

    Digital retail executives must build effective omnichannel business cases to minimize the risk of launching initiatives that: 1) lack critical internal support; 2) fail to meet customer expectat...

  • For eBusiness & Channel Strategy Professionals

    Report: Quick Take: Amazon Buying Whole Foods Raises A Red Flag For All Retailers

    On June 16, 2017, Amazon announced that it's buying Whole Foods for $42 a share, in a deal valued at $13.7 billion. In this report, we analyze why Amazon is significantly upping its game from Am...

  • For eBusiness & Channel Strategy Professionals

    Report: The Omnichannel Maturity Assessment

    Supporting an omnichannel fulfillment program is table stakes in retail today. Organizations need to assess their omnichannel maturity to understand their current state and compare it with their...

  • For eBusiness & Channel Strategy Professionals

    Report: Commerce Technology Vendor Catalog

    This report helps eBusiness professionals understand the landscape of vendors across 50 different technology categories that span marketing, merchandising, customer service, fulfillment, back-of...

  • For eBusiness & Channel Strategy Professionals

    Report: Building The Business Case For Omnichannel Commerce

    Digital retail executives must build effective omnichannel business cases to minimize the risk of launching initiatives that: 1) lack critical internal support; 2) fail to meet customer expectat...

  • For eBusiness & Channel Strategy Professionals

    Report: Commerce Technology Vendor Catalog

    This report helps eBusiness professionals understand the landscape of vendors across 50 different technology categories that span marketing, merchandising, customer service, fulfillment, back-of...

  • For eBusiness & Channel Strategy Professionals

    Report: Mastering The Art Of Omnichannel Retailing

    eBusiness leaders know that offering customers seamless omnichannel experiences is now table stakes. Today, customers use a variety of digital touchpoints that ultimately impact half of total US...

  • For eBusiness & Channel Strategy Professionals

    Report: The Top Retail Technologies To Watch In 2017

    Retailers must often identify "hot versus hype" in the digital tech landscape. Why? Because investing in tech too far ahead of consumer expectations and behaviors can lead to abandoned programs ...

  • For eBusiness & Channel Strategy Professionals

    Report: The Forrester Wave™: Omnichannel Order Management, Q3 2016

    In Forrester's 40-criteria evaluation of omnichannel order management (OMS) vendors, we identified the nine most significant software providers in the category — Aptos, IBM, Jagged Peak, Kibo, M...

View all of Brendan Witcher's Research

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