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Brendan   Witcher

Brendan Witcher

VP, Principal Analyst Serving eBusiness & Channel Strategy Professionals

Brendan serves digital business strategy professionals and is an expert on consumer behavior and technology trends in the commerce engagement space. He is also a noted authority on market developments and vendors that help deliver today's leading strategies and tactics in digital excellence.

In his research, Brendan covers such consumer-oriented, cross-vertical topics as eCommerce, personalization, omnichannel, CX best practices, engagement strategies, and conversion optimization. Brendan applies this knowledge to numerous industries and spends most of his time consulting 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 sought after for comments and insights by industry media such as Bloomberg, CNBC, NPR, PBS, The Economist, The Wall Street Journal, Time, and USA Today.

Previous Work Experience

Before joining Forrester, Brendan amassed 25 years of experience working for enterprise organizations in multichannel retail and hospitality. During that time, he led significant digital transformation projects, including selecting and integrating enterprise platforms as well as eCommerce support systems and customer-facing technology solutions. He has held multiple leadership positions with Guitar Center and Harry & David, including 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

VP, Principal Analyst Serving eBusiness & Channel Strategy Professionals

Brendan serves digital business strategy professionals and is an expert on consumer behavior and technology trends in the commerce engagement space. He is also a noted authority on market developments and vendors that help deliver today's leading strategies and tactics in digital excellence.

In his research, Brendan covers such consumer-oriented, cross-vertical topics as eCommerce, personalization, omnichannel, CX best practices, engagement strategies, and conversion optimization. Brendan applies this knowledge to numerous industries and spends most of his time consulting 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 sought after for comments and insights by industry media such as Bloomberg, CNBC, NPR, PBS, The Economist, The Wall Street Journal, Time, and USA Today.

Previous Work Experience

Before joining Forrester, Brendan amassed 25 years of experience working for enterprise organizations in multichannel retail and hospitality. During that time, he led significant digital transformation projects, including selecting and integrating enterprise platforms as well as eCommerce support systems and customer-facing technology solutions. He has held multiple leadership positions with Guitar Center and Harry & David, including 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 eBusiness & Channel Strategy Professionals

    REPORT: One Customer, One Organization, One P&L

    Organization: The Omnichannel Commerce Playbook

    May 19, 2020Brendan Witcher

    In the age of the customer, channel-specific strategies, tactics, and organizational structures become irrelevant. Why? Customers expect seamless and connected journeys. Companies must therefore operate as a single unit. Today's digital business professionals are helping their organizations consolidate online and offline divisions. It's not easy to make this shift, both culturally and financially, but operating holistically allows companies to shift their focus to create a universal customer experience, not channel-specific incentives and bonuses. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Top Retail Technology Investments In 2020

    Retail And Brand Professionals Share Their Priorities For Tech-Driven Commerce Initiatives In The Coming Year

    May 11, 2020Brendan Witcher

    In January and February 2020, we interviewed more than 60 retail and brand professionals from over 50 companies to understand which technology initiatives they are investing in this year. This annual report gives digital professionals insights into technologies and initiatives that retailers are — and aren't — prioritizing. The 2020 report has notable new additions that include a dozen new initiatives for a total of 30 technologies evaluated. We conducted this research before the advent of the COVID-19 pandemic lockdowns that started in the US in early to mid-March.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Construct The Business Case For Digital Store Transformation

    Business Case: The Digital Store Playbook

    May 1, 2020Brendan Witcher

    Retailers today are transforming their physical stores from places to shop to digital centers of engagement. Myriad technology solutions support this transition, including automated checkout, dynamic pricing, augmented or virtual reality, and facial recognition. This report shows digital business professionals how to use Forrester's Total Economic Impact™ (TEI) methodology to plan, implement, and manage digital store solutions. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Process Makes Perfect: Exceed Customer Expectations With Omnichannel Excellence

    Processes: The Omnichannel Commerce Playbook

    March 13, 2020Brendan Witcher

    Although having a functioning omnichannel fulfillment program is now a basic necessity, many retailers still fail to meet customer expectations. They also struggle to fully understand program profitability. Digital business pros who lead omnichannel fulfillment initiatives need to move from implementing to optimizing their programs. This report provides digital business leaders with best practices on how to operate a successful omnichannel fulfillment program today and in the future. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Top Retail Tech Trailblazers To Emulate In 2020

    Leading Retailers Achieve Customer Satisfaction And Operational Efficiency With Innovative Tech Investments

    March 3, 2020Brendan Witcher

    Retailers often look to competitors and other brands that are leading the way in digital transformation for inspiration and ideas on how to execute on top retail initiative investments. For the past year, they flagged five key commerce initiatives — omnichannel, advanced data analytics, personalization, digital store capabilities, and artificial intelligence (AI) — as the top priorities. This report provides examples of brands that are seeing success in these areas, as well as how digital strategy professionals might apply these technologies to their own businesses.

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