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: Omnichannel Mastery: Optimize In-Store Pickup

    Omnichannel fulfillment capabilities — that is, the ability to offer the customer cross-channel visibility and ordering options — have become the standard for leading traditional retailers. Most...

    • Downloads: 383
  • For eBusiness & Channel Strategy Professionals

    Report: The Forrester Wave™: Mobile Commerce And Engagement Platforms, Q1 2016

    Ubiquitous customer adoption of mobile for commerce continues to put new demands on mobile commerce solution providers. In Forrester's 41-criteria evaluation of mobile commerce solution provider...

    • Downloads: 184
  • For eBusiness & Channel Strategy Professionals

    Report: Mastering The Art Of Omnichannel Retailing

    Offering customers seamless, consistent experiences through omnichannel retail offerings is now table stakes. Today, $1.5 trillion in retail sales is generated by customers who start their shopp...

    • Downloads: 173
  • For eBusiness & Channel Strategy Professionals

    Report: Get Better Results — Virtual Agents Are Key To Improving Site Search

    As technology has become increasingly sophisticated, consumer search expectations and behaviors have evolved. Unfortunately, traditional site search technology has failed to evolve at the same p...

    • Downloads: 101
  • For eBusiness & Channel Strategy Professionals

    Report: OMS Platforms Bridge The Gap Between Online Commerce And Store POS For Omnichannel Retail

    In today's high-touch omnichannel environment, retailers are in an all-out sprint to modernize their commerce systems in order to meet the higher customers' expectations. Firms are increasingly ...

    • Downloads: 131
  • For eBusiness & Channel Strategy Professionals

    Report: TechRadar™: Retail Analytics Q3, 2014

    As retailers look to become customer-obsessed in the age of the customer — through personalization 2.0, a single view of the customer, big data processing, and omnichannel engagement ̵...

    • Downloads: 524
  • For eBusiness & Channel Strategy Professionals

    Report: Building The Business Case For Omnichannel In Retail

    Retailers are launching omnichannel fulfillment projects at a rapid pace. eBusiness professionals are prioritizing these projects due to growing customer demand for new order fulfillment options...

    • Downloads: 453
  • For eBusiness & Channel Strategy Professionals

    Report: Predictions 2016: The Omnichannel And Mobile Juggernaut

    In 2016, retail eBusiness executives will face stronger competitors, rising labor costs, and the prospect of damaging customer data breaches. This brief predicts how investments in six areas wil...

    • Downloads: 468
  • For eBusiness & Channel Strategy Professionals

    Report: Omnichannel Mastery: Optimize In-Store Pickup

    Omnichannel fulfillment capabilities — that is, the ability to offer the customer cross-channel visibility and ordering options — have become the standard for leading traditional retailers. Most...

    • Downloads: 383
  • For eBusiness & Channel Strategy Professionals

    Report: Prioritizing Online Access To In-Store Inventory

    Multichannel retailers have made unprecedented investments in enabling omnichannel services. Giving customers the ability to view, reserve, and buy in-store inventory through the online channel ...

    • Downloads: 332
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