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: The Top Retail Technology Investments In 2018

    Retailers Must Distinguish Hot From Hype In Tech Investments

    May 30, 2018Brendan Witcher

    Retailers must forge through the crowded digital landscape to determine which technologies will most effectively meet their customers' unique expectations. For our annual top trends study, we interviewed more than 30 industry professionals from over 20 retailer companies to ask about retail technology investments this year. This report gives digital business professionals insights into which technologies retailers are investing in and to what extent.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Paving The Path To Omnichannel Commerce

    Road Map: The Omnichannel Commerce Playbook

    May 16, 2018Brendan Witcher

    Digital business professionals have prioritized omnichannel programs for years, but many are unsure of where to start. This report guides digital business pros on how to craft an omnichannel road map that successfully bridges gaps between the organization's current capabilities and its vision for future omnichannel programs. Digital business pros will learn how to chart strategies to select technology, gain internal stakeholder support, 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: It's Time For Retail Stores To Open Their Doors To The Digital Org

    Organization: The Digital Store Playbook

    May 14, 2018Brendan Witcher

    Digital business mastery and serving customers consistently across their shopping journeys are shattering traditional retail silos. Managing P&L statements in channel silos drives companies to engage in strategies that support the objectives of the channel, rather than the needs of the customer. This report takes a deep dive into the restructuring efforts that major retailers are undergoing to consolidate their online and offline divisions into single retail groups focused on company, not channel, metrics. 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: One Customer, One Organization, One P&L

    Organization: The Omnichannel Commerce Playbook

    April 27, 2018Brendan Witcher

    In the age of the customer, channel-specific strategies, tactics, and organizational structures become irrelevant. Why? Customers expect seamless and connected journeys. Companies must therefore be designed to operate as a single unit. Today's digital business professionals are helping their organizations consolidate online and offline divisions. While it's not easy to make this shift, both culturally and financially, operating holistically allows companies to shift their focus to create a universal customer experience, not channel-specific incentives and bonuses. 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: Now Tech: Omnichannel Order Management Systems, Q2 2018

    Forrester's Overview Of 27 Omnichannel OMS Providers

    April 26, 2018Brendan Witcher

    You can use an omnichannel order management system (OMS) to provide enterprise-level inventory visibility and distributed order management, customer order management, and store fulfillment. But to access these benefits, you'll first have to select from a diverse set of vendors — vendors that vary by size, target market, geography, and vertical market focus. Digital business pros should use Forrester's Now Tech report to understand the value they can expect from an omnichannel OMS provider and select vendors based on size and target market.

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