Nectar360 has been named the exclusive retail media partner for the Alliance of Independent Agencies, which represents over 100 independent UK agencies.

The partnership will allow Nectar360 – parent company of the UK’s largest coalition loyalty programme –to educate alliance members on the fast-evolving retail media landscape, so they can share the benefits with their clients in turn.

As well as operating the Nectar loyalty scheme, which is used by over 20 million UK shoppers, Nectar360 also manages the retail media services for Sainsbury’s and Argos, using its own insights to connect the Sainsbury’s business brands and customers.

“This partnership comes at a great time both for Nectar360 and the alliance,” said the firm’s director of digital media, Alice Anson.

“For all the buzz and excitement around retail media, there is a broader lack of understanding of what it is and what it can deliver.”

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She added that the partnership would enable Nectar360 to “enlighten” alliance members through webinars and exclusive content, allowing them to start putting “the power of retail media” to work for their clients.

Alliance of Independent Agencies director Terry Martin said the collaboration is “set to significantly enhance the operational capabilities and strategic positioning of independent agencies within the industry”.

“It marks a significant advancement in our efforts to support and empower the independent agency network through innovative and data-driven strategies,” he continued.