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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: Mastering The Art Of Omnichannel Retailing

    Executive Overview: The Omnichannel Commerce Playbook

    June 19, 2020Brendan Witcher

    Digital business leaders know that many customers use a variety of digital and physical touchpoints as they move along the path to purchase. This complexity creates challenges for retailers as they implement new strategies and tactics to meet the ever-changing expectations of omnichannel customers. Our playbook helps digital business leaders identify, plan, and launch omnichannel services and guides retailers on best practices, pitfalls, and measures of success for omnichannel shopping. 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: Envisioning The Future Of Omnichannel Commerce

    Vision: The Omnichannel Commerce Playbook

    June 11, 2020Brendan Witcher

    Omnichannel is not a new concept, but B2C, B2B, and even B2B2C companies still grapple with how to transform from multichannel to omnichannel. Omnichannel capabilities cover four key areas: view of the customer, engagement, fulfillment, and pricing. In fact, the COVID-19 pandemic has turbo-charged the speed with which retailers focus on omnichannel fulfillment. This report helps digital business professionals understand how to transform, why these areas are separate projects, and why these capabilities are critical to win and retain business from empowered customers. 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: Your Strategic Plan Is The Linchpin For Omnichannel Success

    Strategic Plan: The Omnichannel Commerce Playbook

    June 2, 2020Brendan Witcher

    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 evolve quickly, digital business professionals must often build their strategic plans in the face of technology, organization, and measurement challenges that they are still discovering. This report helps digital business pros build strategic plans to gain executive buy-in, guide the company on its omnichannel journey, and set the foundation for a strong roadmap. 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

    May 19, 2020Brendan 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 operate as a single unit. Today's digital business professionals are helping their organizations consolidate online and offline divisions. It's not easy to make this shift, both culturally and financially, but 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 revises it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Top Retail Technology Investments In 2020

    Retail And Brand Professionals Share Their Priorities For Tech-Driven Commerce Initiatives In The Coming Year

    May 11, 2020Brendan Witcher

    In January and February 2020, we interviewed more than 60 retail and brand professionals from over 50 companies to understand which technology initiatives they are investing in this year. This annual report gives digital professionals insights into technologies and initiatives that retailers are — and aren't — prioritizing. The 2020 report has notable new additions that include a dozen new initiatives for a total of 30 technologies evaluated. We conducted this research before the advent of the COVID-19 pandemic lockdowns that started in the US in early to mid-March.

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Webinar: Retail's Omnichannel Acceleration: Mastering Commerce And Fulfillment In Times Of Crisis And Beyond

Date: July 7, 2020
Time: 11:00 AM-12:00 PM Eastern Standard Time
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