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: The Top Retail Technology Investments In 2019

    Retailers Must Distinguish Hot From Hype In Tech Investments

    July 9, 2019Brendan Witcher

    We interviewed more than 40 industry professionals to understand the areas of retail initiatives they are investing in 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: The Omnichannel Maturity Assessment

    Assessment: The Omnichannel Commerce Playbook

    June 24, 2019Brendan 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 customers are demanding more, why capabilities need to evolve, and how to 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: Building The Business Case For Omnichannel Commerce

    Business Case: The Omnichannel Commerce Playbook

    May 8, 2019Brendan Witcher

    Digital retail executives must build effective omnichannel business cases to minimize the risk of launching initiatives that: 1) lack critical internal support; 2) fail to meet customer expectations; and 3) incorrectly measure the program's impact on the total business. This report outlines how to use Forrester's Total Economic Impact™ (TEI) methodology to develop successful omnichannel business plans. 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: Construct The Business Case For Digital Store Transformation

    Business Case: The Digital Store Playbook

    April 25, 2019Brendan Witcher

    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 signs, in-store apps, mobile POS, and even tools that enable endless-aisle purchasing. This report shows digital business professionals how to use Forrester's Total Economic Impact™ (TEI) methodology to plan, implement, and manage digital store solutions. 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: Mastering The Art Of Omnichannel Retailing

    Executive Overview: The Omnichannel Commerce Playbook

    April 25, 2019Brendan 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. This playbook helps digital business leaders identify, plan, and launch omnichannel services, and is a guide for retailers on best practices, pitfalls, and measures of success for omnichannel shopping. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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