Brendan   Witcher

Brendan Witcher

VP, Principal Analyst Serving eBusiness & Channel Strategy Professionals

Brendan serves digital business strategy professionals and is an expert on consumer behavior and technology trends in the commerce engagement space. He is also a noted authority on market developments and 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, personalization, omnichannel, CX 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 and is an expert on consumer behavior and technology trends in the commerce engagement space. He is also a noted authority on market developments and 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, personalization, omnichannel, CX 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: Omnichannel Requires Scoring A Trifecta With Technology Solutions

    Tools And Technology: The Omnichannel Commerce Playbook

    January 8, 2019Brendan Witcher, Claudia Tajima

    In today's "anywhere, anytime" commerce, digital business professionals race to fully modernize their commerce systems but are coming to terms with the fact that omnichannel is far more complex than simply exposing inventory to channels. Part of that complexity involves understanding the roles that three key technologies play in enabling best-in-class omnichannel offerings. This report provides digital business professionals with an overview of the leading order management system (OMS), point of service (POS), and commerce platforms that support omnichannel retailers in today's market. 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: Trailblazers Of The Top Five Retail Tech Trends

    Leading Retailers Invest In Tech For Customer Experience And Operational Excellence

    January 2, 2019Brendan Witcher, Claudia Tajima

    Retailers must carefully invest to compete in a growing retail market that is rife with digitally savvy competitors. They are primarily investing in five key commerce tech areas: omnichannel, personalization, analytics, digital store capabilities, and the more nascent artificial intelligence (AI). Some leading retailers have already launched impressive initiatives in these areas — in some cases, with positive results. This report gives digital business strategy pros examples of how to apply these technologies to their own businesses.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Omnichannel Maturity Assessment

    Assessment: The Omnichannel Commerce Playbook

    December 13, 2018Brendan Witcher, Claudia Tajima

    Supporting an omnichannel fulfillment program is table stakes in retail today. Organizations need to assess their omnichannel maturity to understand their current state and compare it with their desired state. This report reveals why capabilities need to change, why customers are demanding more, and target areas for improvement. Communicating these gaps is challenging, and this assessment will help eCommerce professionals explain where their company stands vis-à-vis the competition so the executive team can guide the strategic plan to the next level. 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: Predictions 2019: Retail

    Global Economics, Regulators, And Brand Strategies Will Shape The Year Ahead For Retailers And Brands

    November 7, 2018 Fiona Swerdlow, Sucharita Kodali, George Lawrie, Brendan Miller, Brendan Witcher

    Digital business professionals, get ready now for a tumultuous 2019. The key: Put digital at the heart of your business strategy to navigate everything from global economic factors to the growth of online marketplaces.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Forrester Wave™: Omnichannel Order Management Systems, Q3 2018

    The 10 Providers That Matter Most And How They Stack Up

    September 24, 2018Brendan Witcher

    In our 40-criteria evaluation of omnichannel order management system (OMS) providers, we identified the 10 most significant ones — Aptos, Digital River, IBM, Jagged Peak, Kibo, Magento, Manhattan Associates, Oracle, Oracle NetSuite, and Radial — and researched, analyzed, and scored them. This report shows how each provider measures up and helps digital strategy professionals make the right choice.

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Webinar: Predictions 2019: Retail

Date: January 29, 2019
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