Nectar360 has expanded its partnership with Omnicom Media Group (OMG) UK to collaborate on retail media initiatives.
Under the partnership, OMG will become a “strategic beta partner” to Nectar360, taking part in trials and providing feedback to shape the company’s product roadmap and retail media capabilities.
Nectar360 and OMG have worked together on retail media strategies, campaign delivery and training since 2021.
The deal provides enhanced access to Nectar360’s insight, enabling OMG clients to gain a deeper understanding of the impact of retail media on their business objectives.
It has also resulted in best-practice omnichannel planning and robust sales effectiveness and measurement models. The new expanded partnership will develop this process further.
Nectar360 operates the retail media networks for Sainsbury’s and Argos, as well as the UK’s largest coalition loyalty scheme, Nectar, involving brands including Esso and British Airways.
The partnership covers all of OMG’s agencies: OMD, MG OMD, PHD and Hearts & Science.
OMG ecommerce arm Transact was involved in the creation of Isba’s Responsible Retail Media Framework in 2023. It acts as a guide for the industry to drive standardisation in definitions, data availability, attribution and transparency.
According to Alice Anson, director of digital media at Nectar360, the partnership will “further drive full-funnel retail media campaigns leveraging insight-led strategies, allowing us to optimise to performance”.
Harriet Perry, chief media and partnerships officer at OMG, added: “Our partnership with Nectar360 has enabled us to unlock elevated retail insights to gain a unique advantage in understanding our brands’ shopper behaviour and market trends across the consumer journey and, in turn, pioneer the blueprint of connected planning across Nectar360’s portfolio.”
