Sainsbury’s To Launch Unified Retail Media Platform, Nectar360 Pollen

Scheduled to launch in late 2025, the platform will support Nectar360’s mission to create valuable relationships between customers and the brands that they favour.

The platform will redefine how the retail media sector works from day to day, offering the easiest-to-use platform on the market, wherein brands and agencies are supported every step of the way by the Nectar360 team, Sainsbury’s noted.

Built in house by Sainsbury’s and Nectar360, and co-created with partner brands and agencies, the new platform combines audience insights, media-planning and activation, optimisation and measurement into one single platform.

Nectar360 Pollen will connect these verticals in an omnichannel approach to retail media, as it seeks to make closed-loop retail media campaigns simple, seamless, and always customer-first.

Amir Rasekh, the managing director of Nectar360, said, “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 this. It will allow brands and agencies to easily navigate the potential of retail media, create omnichannel experiences, and deliver enhanced measurement.”

Nectar360 Pollen

Nectar360 seeks to offer more effective campaigns through this platform, as generative AI will help brands and agencies build hyper-relevant audiences and media plans, ESM reports.

The tool features a multi-touch attribution model and visualisation feature, for tracking and analysis of all media touchpoints. It will help gauge the impact of each channel on overall campaign performance.

This will allow marketers and media professionals to optimise their campaigns faster, and customers will benefit from more relevant advertisements and an improved shopper experience.

Charlotte Murphy, head of digital retail media at Unilever UK, said, “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 of 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.”

Harriet Perry, chief media and partnerships officer at OMG UK, added, “Nectar360 Pollen is redefining what’s possible in retail media. […] It will pioneer a new approach in media-planning and measurement, allowing us to meaningfully move the needle for our clients.”