Up to a quarter of incremental sales generated through campaigns on Nectar360’s retail media platform Pollen are driven by upper- and mid-funnel activity, according to early campaign results.
The findings challenge the perception of retail media as primarily a lower-funnel channel focused on conversion and sales activation.
Less than a year after Pollen’s launch, first announced at Cannes Lions 2025, Nectar360 said brands using the platform have achieved more than 2.5 times higher incremental sales through omnichannel campaigns, with the strongest results when brands connect multiple touchpoints across the customer journey.
Sainsbury’s to launch retail media platform Nectar360 Pollen
The retailer also claimed campaigns saw conversion rates up to 10 times higher from targeted activity, powered by its first-party data.
The early global campaigns included Unilever and Coca-Cola Europacific Partners. Gemma Nicholas, associate director of sales at Coca-Cola Europacific Partners, said the platform has enabled them to “move faster as one team” when evaluating the effectiveness of its multi-channel Devil Wears Prada activation.
“What we are seeing now is proof that when you remove complexity through technology and focus on outcomes, brands can drive stronger, more measurable growth and deliver better customer experiences,” said Amir Rasekh, managing director at Nectar360.
Built in-house by Nectar360, Pollen was developed in collaboration with brands and agencies to address the growing fragmentation of the retail media landscape.
The issue has become an increasing concern for advertisers. Writing in The Media Leader last month, SMG’s global head of product Claire Trbovic argued that retail media is experiencing “rapid, structural fragmentation”, creating challenges for brands attempting to plan, activate and measure campaigns across multiple networks.
Pollen combines audience insights, media planning, campaign activation, optimisation and measurement in a single platform, allowing brands to run campaigns across in-store, online and off-site channels.
The platform uses AI-powered multi-touch attribution to measure the contribution of different touchpoints across the customer journey and identify areas for optimisation. It also includes AI tools designed to streamline creative compliance, which it claims reduces “weeks of work down to 90 seconds”.
