Supermarket chain Sainsbury’s is launching a new retail media proposition named Nectar 360 Pollen, which is set to harness generative AI to drive brand and consumer connections.
Co-created with major international brands such as Unilever and Omnicom, the platform aims to tackle some of the industry’s most entrenched challenges, including what the grocer is calling: “siloed systems, clunky planning and unclear attribution”.
Set to go live later this year, Pollen will form the next step in Nectar360’s retail media business by combining audience insights, media planning and activation, optimisation and measurement into a single space.
“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,” said Amir Rasekh, MD at Nectar360.
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“Retail media’s exciting pace of growth is outstripping traditional advertising, but with this rapid development comes growing pains.”
Rasekh 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.”
Sainsbury’s claims that by using generative AI, Pollen will also be able to whelp brands and agencies “optimise their campaign creative in the moment” as all as “build hyper-relevant audiences and plan media.”
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 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,” she added.
