Sainsbury’s loyalty business Nectar360 is to launch a generative AI powered platform – Nectar360 Pollen – which will “redefine how the retail media sector works day-to-day”.
Built in-house by Sainsbury’s and Nectar360 and co-created with partner brands and agencies, the proprietary platform is due to launch in late 2025.
Pollen brings together audience insights, media planning and activation, and measurement into a single platform, making it easier to run closed-loop retail media campaigns, Nectar360 said.
It will be “the most advanced platform of its kind in the UK” said Amir Rasekh, managing director at Nectar360.
“Retail media’s exciting pace of growth is outstripping traditional advertising, but with this rapid development comes growing pains,” he added. “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 omnichannel experiences, and deliver enhanced measurement.”
Generative AI will help brands and agencies “optimise their campaign creative in the moment”, and build “hyper-relevant audiences” and plan media spend. A “multi-touch attribution model and visualisation tool” within the platform will also allow tracking and analysis of all media touchpoints, showing the impact of each channel on overall campaign performance.
Unilever is among the early test group brands for the new platform, something Charlotte Murphy, head of digital retail media at Unilever UK, said “has been incredibly valuable”.
“What sets this platform apart is how genuinely user-first it is,” she added. “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.”
Pollen was “redefining what’s possible in retail media” said Harriet Perry, chief media & partnerships officer at OMG UK. The platform was “enabling us to unlock powerful insights, understand shopper behaviour across the entire customer journey, plan, book and measure campaigns in a unified, easy-to-use omnichannel platform. It will pioneer a new approach in media planning and measurement, allowing us to meaningfully move the needle for our clients,” she added.
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