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.


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: 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: 488
  • 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: 407
  • 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: 317
  • For eBusiness & Channel Strategy Professionals

    Report: Ship-To-Store Delivers 'The Goods'

    Three decades after online ordering became a reality, the majority of customers still chose to complete their transactions with multichannel retailers through the physical store. But eCommerce p...

    • Downloads: 311
  • For eBusiness & Channel Strategy Professionals

    Report: The Business Case For Virtual Agents

    Virtual agents have evolved from simple, self-service chat-bots to today's personalized, data-driven answer engines that deliver customer value in both sales and service engagements. eBusiness l...

    • Downloads: 317
View all of Brendan Witcher's Research

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