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: The Top Retail Technologies To Watch In 2017

    Retailers must often identify "hot versus hype" in the digital tech landscape. Why? Because investing in tech too far ahead of consumer expectations and behaviors can lead to abandoned programs ...

  • For eBusiness & Channel Strategy Professionals

    Report: Your Strategic Plan Is The Lynchpin For Omnichannel Success

    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 ...

  • For eBusiness & Channel Strategy Professionals

    Report: Construct The Business Case For Digital Store Transformation

    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 si...

  • For eBusiness & Channel Strategy Professionals

    Report: It's Time For Retail Stores To Open Their Doors To The Digital Org

    Digital business mastery and serving customers consistently across their shopping journeys is shattering traditional retail silos. P&L statements managed in channel silos drive companies to enga...

  • For eBusiness & Channel Strategy Professionals

    Report: Omnichannel Requires Scoring A Trifecta With Technology Solutions

    In today's "anywhere, anytime" commerce, eBusiness professionals race to fully modernize their commerce systems but are coming to terms with the fact that omnichannel is far more complex than si...

  • For eBusiness & Channel Strategy Professionals

    Report: Building The Business Case For Omnichannel In Retail

    To meet customer demand for new fulfillment options, eBusiness leaders are prioritizing omnichannel fulfillment projects. To lead these expensive, high-visibility initiatives, they must build bu...

  • For eBusiness & Channel Strategy Professionals

    Report: Mastering The Art Of Omnichannel Retailing

    eBusiness leaders know that offering customers seamless omnichannel experiences is now table stakes. Today, customers use a variety of digital touchpoints that ultimately impact half of total US...

  • 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...

  • For eBusiness & Channel Strategy Professionals

    Report: Paving The Path To Omnichannel Fulfillment

    Omnichannel fulfillment programs have figured prominently on eBusiness priority lists for years, but many are unsure of where to start. This report guides eBusiness professionals on how to craft...

  • For eBusiness & Channel Strategy Professionals

    Report: Brief: Take The Digital Business Readiness Assessment

    Many executives understand that their firm needs to transform. Digital disruption is rewriting the rules in almost every industry, and as digital entrants like Amazon, Netflix, and Uber reinvent...

View all of Brendan Witcher's Research

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