Nectar360’s Pollen platform claims to solve retail media fragmentation

The platform utilizes AI to assist in pre-campaign planning and real-time optimization, allowing brands to manage connected campaigns across in-store, online, and offsite channels. Early internal data suggests the approach is working: omnichannel campaigns have delivered over 2.5x higher incremental sales, with up to 10x higher conversion rates reported for activity powered by first-party data. Roughly 25% of these incremental sales are attributed to mid and upper-funnel efforts.

Amir Rasekh, Managing Director at Nectar360, credits the results to the removal of technical complexity, which allows brands to focus on measurable outcomes. Charlotte Murphy, Head of Retail Media at Unilever UK and Ireland, noted that the platform provides the speed and control previously missing from their execution process. Similarly, Coca-Cola Europacific Partners is leveraging the tool to synchronize efforts between agencies and internal teams during major consumer events. Beyond sales metrics, Nectar360 is currently partnering with PHD UK to test creative optimization AI, which benchmarks assets against historical data to refine messaging before and during campaigns.