Brendan   Witcher

Brendan Witcher

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

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: Masters Of The Top Four Retail Tech Trends

    Leading Retailers Model Innovation With Customer-Focused Tech Investments

    January 18, 2018Brendan Witcher, Claudia Tajima

    To survive in today's competitive market, retailers are primarily investing in four key components of commerce tech: personalization, omnichannel, analytics, and digital store capabilities. But some leading retailers have already launched impressive initiatives in these areas — in some cases, with very positive results. This report provides digital business strategy pros with examples of how to apply these technologies to their own businesses to create better customer experiences and achieve operational excellence, and it can serve as a guide for both templates and benchmarks for their own initiatives.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Evolve Now To Personalization 2.0: Individualization

    Your Customers Expect And Will Reward You For Personally Relevant, Value-Added, Individualized Experiences

    December 5, 2017Brendan Witcher

    To meet customer expectations of rich, relevant experiences, digital business professionals must help their firms evolve their personalization strategy from segmentation to individualization. The good news: Customers are willing to share personal information with firms in exchange for more valuable experiences. The challenge ahead: Digital business pros must now react in real time to their customers — across multiple internal teams. This report offers best practices and next steps for digital businesses that want to evolve from segmentation to individualization.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Envisioning The Future Of Omnichannel Commerce

    Vision: The Omnichannel Commerce Playbook

    December 1, 2017Brendan Witcher

    Omnichannel is not a new concept, but B2C, B2B, and even B2B2C companies still struggle to grasp the evolution they need to transform from multichannel to omnichannel. The full spectrum of omnichannel capabilities stretches across four key areas: view of the customer, engagement, fulfillment, and pricing. This report helps digital business professionals understand how and why these areas are separate projects, as well as why these capabilities are all critical to successfully win and retain business from today's digitally savvy consumer.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Paving The Path To Omnichannel Fulfillment

    Road Map: The Omnichannel Commerce Playbook

    November 21, 2017Brendan Witcher

    Omnichannel fulfillment programs have figured prominently on digital business priority lists for years, but many organizations are unsure of where to start. This report guides digital business professionals on how to craft an omnichannel road map that successfully bridges gaps between the organization's current capabilities and its vision for delivering future omnichannel programs. Digital business professionals will learn how to chart strategies and tactics to select the right technology, gain support from internal stakeholders, break down operational barriers, and measure progress. 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: Predictions 2018: Customer Obsessed, Data-Driven Retailers Thrive

    November 10, 2017Brendan Witcher, Sucharita Kodali, Fiona Swerdlow

    In a world of hyperadoption — and hyperabandonment — the key to successful retailing in 2018 is obsessing about customer experience. Retailers' greatest hindrance to executing on this vision isn't a lack of will — it's their siloed organization structure that makes it next to impossible to get a holistic customer view or to craft the right products and services. In this report, we explore the trends we see developing and key issues that retailers must proactively tackle for their business in 2018.

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