Nectar360, Sainsbury’s loyalty, insights and retail media business, has announced a unified AI-powered retail media platform, due to launch later this year.
Nectar360 Pollen will bring audience insights, media planning and activation, optimisation and measurement into one place.
It aims to simplify the process for brands by utilising generative AI to optimise a brand’s campaign creative, build hyper-relevant audiences and plan media.
The platform also features a multi-touch attribution model and visualisation tool that allows for tracking and analysis of media touchpoints.
This gives insights into the impact of each channel on overall campaign performance, enables marketers and agencies to optimise their campaigns faster and resulting in more targeted ads for customers.
Charlotte Murphy, head of digital retail media at Unilever UK, which is part of the testing group for the proposition, has described the platform as “genuinely user first”, citing the simplicity of having Nectar360’s media capabilities in one place.
News, analysis, comment and community — Join The Media Leader
Amir Rasekh, managing director at Nectar360, said: “While retail media has transformed how brands engage customers, it can be complicated and difficult to navigate.
“[Nectar360 Pollen] will allow brands and agencies to easily navigate the potential of retail media, create omnichannel experiences and deliver enhanced measurement.”
The launch is part of Sainsbury’s three-year business plan to grow the Nectar partner coalition, scale its digital retail media offering and launch insights capabilities.
Nectar360 Pollen was built in-house by Sainsbury’s and Nectar360, and co-created with agency and brand partners.
