Becoming part of the AI-enabled shopping conversation requires refreshed execution of commerce marketing fundamentals — plus a few new tricks.
To download the report, fill out the form below:
Many of the early discussions we’ve had about AI-enabled answer engines with clients centered on how their brands are showing up — and what visibility even looks like on this new “Fourth Shelf” of commerce. Lately, though, the conversations have become much more strategic, with clients now wanting to understand how they can redesign their commerce model to win on the “Agentic Shelf.”
Of course, showing up is still the first key step. To evaluate brand visibility, Publicis Commerce has been using the acronym “SOAR,” which stands for “share of agent recommendations” and essentially measures how prominently a brand surfaces within answer-engine conversations. In this report, SVP-Media Strategy Julia Miller explores four paths to improving a brand’s SOAR that we’ve identified through our work with clients:
But optimizing your SOAR is just the first step. You then have to find ways of winning on these agents. How do you flip the operating model to make that happen? We approach the solution by looking at commerce through the lens of “Four Shelves” that increasingly are converging: Physical, Digital, Social, and Agentic.
With the Agentic Shelf, you now have to think about the human shopper and the robot, and they can have different shopping journeys. So you need to keep both audiences in mind when planning how the brand experience will come to life. This report presents five key guidelines to follow:
1. Feed the Robots Appropriately
2. Mind Your Ps & Qs (Prompts & Questions)
3. Evolve Along with Search
4. Treat PDPs as the New POS
5. Get Ready for Agentic Advertising
