VML Commerce has inked a partnership with CommerceIQ, the retail ecommerce management platform that the agency says bolsters its digital commerce offer with advanced digital shelf capabilities. Digital shelf refers to all the places people can view or buy products online.  

Per the agreement CommerceIQ’s intelligence platform—driven by generative and predictive artificial intelligence capabilities--is being integrated with the WPP-owned agency’s digital commerce and retail media data sets to offer a unified view of a brand’s performance across online marketplaces.  

According to the agency the collaboration marks a significant advancement in its digital shelf optimization, bolstering VML’s 7,000+ commerce and technology experts globally with CommerceIQ’s  retail ecommerce management platform that helps agencies and brands plan, monitor and execute commerce activities.   

VML says the deal will help it offer a consolidated view of sales, marketing, and supply chain data.  

And it will help the agency harness insights on product performance, coupled with evaluations of content quality in a bid to ensure high standards in product presentation and performance.  

"CommerceIQ's global reach, product leadership, and favorable customer feedback made it an ideal candidate for this type of partnership,” says Gemma Spence, Chief Digital Commerce Officer, Global at VML. “Augmented by our existing Amazon and digital commerce IP, this allows us to be transparent, interoperable, and ultimately unbiased, enabling faster decisioning in the moments that matter." 

Added Spence, "By combining our strategic and creative expertise with in-depth analytics and ownable IP, we’re empowering clients with data-driven strategies to drive profitable growth across today’s omnichannel ecosystem.”