Sainsbury’s is preparing to launch Nectar360 Pollen, a new retail media platform designed to simplify omnichannel campaigns for brands and agencies.
The platform, developed in-house by Sainsbury’s loyalty and retail media division Nectar360, will go live later this year.
Nectar360 Pollen unifies audience insights, media planning, activation, optimisation, and measurement across physical stores, online, and offsite channels.
It uses generative AI to help brands optimise creative assets, build relevant audiences, and speed up media planning. The platform also features a multi-touch attribution model with visualisation tools that allow marketers to track and adjust campaign performance in real time.
The launch builds on Nectar360’s growth over recent years, including a key partnership announced in February 2024 with ad tech company The Trade Desk. That collaboration allowed advertisers to target Nectar loyalty audiences beyond Sainsbury’s and Argos sites, extending campaigns across the open internet, including connected TV and online video platforms.
Discussing the new platform, Amir Rasekh, Managing Director at Nectar360, said, “Retail media’s rapid growth brings challenges. We built Nectar360 Pollen to make it easier for brands and agencies to navigate and deliver better measurement.”
Executives at Unilever UK and OMG UK praised the platform as “genuinely user-first” with terrific features for speeding up and fine-tuning campaigns.
As retail media continues to drum up excitement – and indeed it should – this new platform arrives as a welcome addition to the landscape. Early reviews sound promising, and if executed well, Nectar360 Pollen could become a valuable tool for UK marketers.
