Nectar360 has revealed early results from Pollen, its unified retail media platform, with brands including Unilever and Coca-Cola Europacific Partners reporting stronger campaign performance, improved measurement and faster activation.
Launched less than a year ago, Pollen is designed to bring audience insight, media planning, campaign activation, optimisation and measurement into a single platform, helping brands run connected campaigns across in-store, online and offsite channels.
According to Nectar360, early campaigns using multiple channels are delivering more than 2.5 times higher incremental sales compared with single-channel activity. The company said up to 25% of those incremental sales were driven by mid and upper-funnel activity, highlighting the role of brand-building media in driving long-term growth.
The platform also uses first-party data to power targeted activity, with some campaigns achieving conversion rates up to ten times higher than standard approaches.
A key component of Pollen is its multi-touch attribution technology, which aims to give brands a more complete view of campaign performance across the customer journey, moving beyond traditional last-click measurement models.
Amir Rasekh, Managing Director at Nectar360, said:
“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.”
The platform also incorporates AI-powered tools designed to improve campaign planning and optimisation. Nectar360 claims its creative compliance checker can reduce review processes from several weeks to around 90 seconds.
Unilever is among the brands already using the platform.
Charlotte Murphy, Head of Retail Media at Unilever UK and Ireland, said:
“We are evolving our approach to retail media, with Pollen enabling a more connected and efficient way of working. This allows for faster activation and stronger measurement, marking a meaningful step forward in how we plan, activate and optimise investment, with insights directly informing future decisions.”
Meanwhile, Coca-Cola Europacific Partners said the platform has improved collaboration between brand, agency and retail media teams.
Gemma Nicholas, Associate Director, Sales at Coca-Cola Europacific Partners, said:
“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.”
Nectar360 is also working with media agency PHD UK and Lipton Teas and Infusions to test AI-powered creative optimisation tools. The technology benchmarks creative assets against historical campaign data and recommends improvements designed to increase effectiveness.
Lucy Holmes, Managing Partner at PHD UK, said:
“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.”
