And why leading agencies are already building with it.
For years, agencies have helped brands build visibility. With bold campaigns. Smart media. Powerful storytelling. But what if your product isn’t even on the shelf? Out of stock. Mispriced. Hidden on page three. In today’s digital-first commerce landscape, media alone isn’t enough. Commerce doesn’t stop at the click. It continues on product pages, in search results, and in the buy box. That’s where Digital Shelf Analytics makes the difference.
The blind spot between campaigns, media, and sales
CMOs are asking a familiar question: What happened after the campaign went live? Clicks are up. Budgets spent. But sales? Flat. Often, the issue isn’t media reach or brand awareness. It’s the shelf. A compelling campaign drives traffic. But if the product isn’t live or visible, if the content is poor, the visuals incomplete, or the reviews are negative: it doesn’t convert. There’s a growing disconnect between media metrics and retail outcomes. And most brands don’t see it coming.
From reach to reality
Media strategies build reach. Content strategies build story. But Digital Shelf Analytics connects it all to commercial reality. It shows:
This is the final mile of digital commerce. And for most brands, it’s the least visible.
Why agencies are adopting Digital Shelf Analytics
Smart agencies, especially in retail media, ecommerce, and omnichannel, are integrating Digital Shelf Analytics into their core offer.
Why? Because it:
It’s not an add-on. It’s a performance enabler.
How it fits your stack
Digital Shelf Analytics doesn’t replace what you already use. It completes the picture. From PIM to DAM, from media to marketplace, DSA closes the loop between campaign and commerce. It brings day-to-day outside-in performance data into creative and media workflows.
For your clients, that means:
For your agency:
Agencies using Sitelucent are already helping clients:
This isn’t just about online sales.
We know: 70% of buying journeys start online. If a product isn’t visible, accurate, or available there,
it doesn’t just hurt e-commerce. It impacts in-store performance too. And worse: it damages brand trust.
A campaign may promise quality and consistency, but if the shelf says otherwise, the story breaks. Digital Shelf Analytics protects both performance and perception. Because how your product shows up is how your brand is experienced.
Working with VML: turning the creative ambition into commercial execution
At Sitelucent, we work with VML, one of the world’s most forward-thinking creative commerce agencies, part of the WPP network. VML is one of the largest creative agencies globally, focused on brand experience, commerce, content, and technology.
Together, we help brands ensure that what gets built also gets seen, ranked, and bought. We bring a day-to-day view of digital shelf performance into the agency-brand dialogue, so creative ambition is matched with commercial execution.
From brand message to shelf impact
Digital Shelf Analytics is more than reporting. It’s Ground Control for the brands that want to steer, not just track, what happens on the shelf.
It connects what you create to what shoppers actually see. And it measures what most data stacks miss: the real, daily product experience, at the point of choice. Because that’s where awareness becomes preference. And where sales and reputation are won or lost.
What stands out, sells.
Sitelucent
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Are you an advertising or media agency looking to deliver more impact, on and beyond the shelf?
If you want to explore how Digital Shelf Analytics can support your strategies, and those of the brands you work with, let’s connect. Our CEO and founder Ivo Mesters would be happy to share insights, examples, or just have a short sparring session.
Reach out anytime.
ivo.mesters@sitelucent.com | LinkedIn
