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Brendan   Witcher

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

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

Most RecentMost Popular
  • For Professionals

    REPORT: Vendor Landscape: Personalization Solution Providers, Q3 2017

    Forrester's Landscape Overview Of Personalization Solution Providers

    October 20, 2017Brendan Witcher

    The personalization market landscape is a complex and growing world of vendors offering a wide range of services in response to rising consumer expectations for personalized, relevant experiences within shopping journeys. This market is a mix of large, established players; emerging challengers; and niche solution providers all vying for a piece of the increased demand for personalization solutions. This report presents a review of those vendors to help digital business professionals understand the capabilities of market participants and make informed technology purchasing choices.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Mastering The Art Of Omnichannel Retailing

    Executive Overview: The Omnichannel Commerce Playbook

    September 1, 2017Brendan Witcher

    Digital business leaders know that many customers today use a variety of digital and physical touchpoints as they move along the path to making a purchase. This complexity creates challenges for retailers as they implement new strategies and tactics to meet the ever-changing expectations of omnichannel customers. This playbook helps digital business leaders identify, plan, and launch omnichannel services while also acting as a guide for educating retailers on best practices, pitfalls, and measurements of success for these new methods of shopping. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

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

    Landscape: The Retail eCommerce Playbook

    August 1, 2017Brendan Witcher, Fiona Swerdlow

    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 retail pros who are having problems shouldn't blame their stores: The real culprits are your brand and the experience that you give your customers. This report outlines the continued growth of US retail, including highlights from Forrester's new US eCommerce forecast, and what retailers must do to grow and differentiate themselves from competitors.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Building The Business Case For Omnichannel Commerce

    Business Case: The Omnichannel Commerce Playbook

    July 31, 2017Brendan Witcher

    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 expectations; and 3) incorrectly measure the program's impact on the total business. This report outlines how to use Forrester's Total Economic Impact™ (TEI) methodology to develop successful omnichannel business plans. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

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

    Playing Defense Will Just Prolong Your Demise

    June 20, 2017 Brendan Miller, Brendan Witcher, Fiona Swerdlow

    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 Amazon Fresh to premium brick-and-mortar grocery retailing. This quick take outlines what the acquisition means for retail digital business professionals.

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