Nectar360 has revealed strong early results from campaigns on Pollen, its unified retail media platform, with leading global brands including Unilever and Coca-Cola Europacific Partners already seeing clear impact.
Less than a year since launch, Pollen is helping brands run more connected, effective campaigns – combining insight, media and measurement in one place. Early feedback highlights a simpler, more joined-up experience and a clearer view of what drives results.
Retail media has grown quickly, but it can still be complex to plan, run and measure campaigns. Pollen is designed to change that. Built in house by Nectar360 and in collaboration with brands and agencies, it is designed to solve one of the industry’s biggest challenges: fragmentation.
Pollen brings together audience insight, media planning, campaign activation, in-flight optimisation and measurement into a single environment. Enabling brands to run connected campaigns across in store, online and offsite channels.
Importantly, at its core is a leading multi-touch attribution model. This gives brands a clear view of performance across the full customer journey, helping them understand what is driving growth and where to optimise for better results.
Amir Rasekh, Managing Director at Nectar360, explains: “Pollen brings our audiences, media, creativity and measurement together in a way the industry never experienced before. 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.”
Strong early campaign performance
Early results from Pollen’s first year are encouraging:
- More than 2.5-times higher incremental sales from omnichannel campaigns, with the strongest results seen when brands connect multiple touchpoints across the customer journey
- From those incremental sales, up to 25% are driven by mid and upper-funnel activity
- Up to 10-fold higher conversion rates from targeted activity, powered by first-party data
Together, these results show how retail media can deliver beyond the shelf, driving measurable growth across the full customer journey, says Nectar360.
Crucially, however, Pollen enables brands to measure true incremental impact, moving beyond siloed reporting and last-click attribution to understand what is really driving growth.
Charlotte Murphy, Head of Retail Media, Unilever UK and Ireland, says: “Retail media has scaled quickly, but the way we plan and execute campaigns has not kept pace. Pollen brings everything together in one place giving us the speed, simplicity and control we have been missing. It is a meaningful step forward for how we plan, activate and notably measure retail media with the measurement insights directly informing our future plans.”
Gemma Nicholas, Associate Director, Sales, Coca Cola Europacific Partners, adds: “For big consumer and customer moments, multi-channel Retail Media campaigns like our Devil Wears Prada activation are essential to get right. Moving to Pollen means we can move faster as one team, including ourselves, Nectar360, WPP, and the Coca-Cola company to evaluate the campaign’s effectiveness together.”
Optimised creative AI connecting content to outcomes
Pollen uses AI to improve performance, from pre-campaign planning to in-flight optimisation, based on what is driving sales and incrementality.
This includes AI-powered tools such as advanced multi-touch attribution, giving a clearer view of how each channel contributes to results, and a creative checker, which can reduce compliance checks from weeks to seconds.
Nectar360 is working with PHD UK and its client, Lipton Teas and Infusions, to optimise creative messaging and drive improved retail media performance. Using Pollen’s creative optimisation AI tooling, assets will be benchmarked and scored against years of historical insights to suggest improvements to help drive results against campaign objectives. This will enable brands to clearly identify what works and optimise their campaigns to drive more impact and deliver better business outcomes.
Lucy Holmes, Managing Partner at PHD UK, says: “Pollen brings together creative, targeting, performance and measurement. Our exclusive testing with Pollen will enable us to link creative performance with campaign outcomes and is a real step forward in helping clients to optimise impact and sales.”
