Brendan   Witcher

Brendan Witcher

VP, Principal Analyst Serving eBusiness & Channel Strategy Professionals

Brendan serves digital business strategy professionals. He is an expert on eCommerce business, consumer behavior, and technology trends in the digital engagement space. He is also an authority on technology developments that affect both online and offline commerce industries, as well as 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 trends, personalization, omnichannel, customer experience management 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. He is an expert on eCommerce business, consumer behavior, and technology trends in the digital engagement space. He is also an authority on technology developments that affect both online and offline commerce industries, as well as 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 trends, personalization, omnichannel, customer experience management 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: Construct The Business Case For Digital Store Transformation

    Business Case: The Digital Store Playbook

    April 17, 2018Brendan Witcher

    Retailers today are transforming their physical stores from places to shop to digital centers of engagement. Myriad technology solutions support this transition, including interactive digital signs, in-store apps, mobile POS, and even tools that enable endless-aisle purchasing. 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 updates it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Your Strategic Plan Is The Lynchpin For Omnichannel Success

    Strategic Plan: The Omnichannel Commerce Playbook

    March 9, 2018Brendan Witcher, Claudia Tajima

    Organizations today must have a comprehensive strategic plan that aligns their internal teams with a single vision for omnichannel excellence. However, because omnichannel commerce continues to evolve quickly, digital business professionals must often build their strategic plans in the face of technology, organization, and measurement challenges that they are still discovering. This report helps digital business pros build strategic plans to gain executive buy-in, guide the company on its omnichannel journey, and set the foundation for a strong road map.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Building The Business Case For Omnichannel Commerce

    Business Case: The Omnichannel Commerce Playbook

    March 5, 2018Brendan 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: Make Your Video Shoppable To Boost Online Conversion

    Optimize Your Marketing Video For Commerce

    February 23, 2018Brendan Witcher, Nick Barber

    Retailers and brands across all product categories must differentiate themselves online while also finding ways to successfully engage and entertain today's digitally savvy, hyper-stimulated consumer. Though it is still in early stages of use, shoppable video shows promise in addressing these issues, and it also turns passive viewers into engaged customers. This report for digital business strategy professionals details the use cases, success metrics, and steps to get started using shoppable video.

  • For eBusiness & Channel Strategy Professionals

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

    Processes: The Omnichannel Commerce Playbook

    February 6, 2018Brendan Witcher

    Today, it's table stakes for retailers to have functioning omnichannel fulfillment programs. However, many still fail to meet customer expectations in this area, and they also struggle to fully understand program profitability. Digital business pros who lead omnichannel fulfillment initiatives now realize that they 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.

View all of Brendan Witcher's Research

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