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Sainsbury’s retail media arm, Nectar360, is preparing to launch a new unified platform to support brands and agencies with omni-channel campaign planning and measurement.
The proprietary system, Nectar360 Pollen, is being developed in-house by Sainsbury’s and Nectar360 in collaboration with partner brands and agencies. It is scheduled to go live in late 2025.
Nectar360 said the platform would address “the industry’s biggest pain points” by bringing together audience insights, media planning, activation, optimisation and measurement into a single interface.
Designed to simplify closed-loop retail media campaigns, the platform aims to connect in-store, online and offsite environments in what Nectar360 described as a “truly omni-channel approach”.
Generative artificial intelligence will power real-time creative optimisation and enable faster audience targeting and media planning. A built-in attribution and visualisation tool will let marketers analyse the performance of each media touchpoint and adjust campaigns accordingly.
Amir Rasekh, managing director at Nectar360, said: “Nectar360’s ambition is to be a world-class leader in the retail media industry, which is why we’re launching Nectar360 Pollen – the most advanced platform of its kind in the UK.
“Retail media’s exciting pace of growth is outstripping traditional advertising, but with this rapid development comes growing pains. While retail media has transformed how brands engage customers, it can be complicated and difficult to navigate. Taking on feedback from our clients and the market, we’ve created Nectar360 Pollen to help solve for this. It will allow brands and agencies to easily navigate the potential of retail media, create omni-channel experiences and deliver enhanced measurement.”
Charlotte Murphy, head of digital retail media at Unilever UK, added: “Being part of the early test group for Nectar360 Pollen has been incredibly valuable. What sets this platform apart is how genuinely user-first it is. It seamlessly brings together all Nectar360’s media capabilities in one place and gives marketers the tools they’ve been asking for: simplicity, speed and smarter decision-making. It’s a real step change for how we plan and activate retail media.”
