Nectar360 Pollen retail media platform delivers for likes of Unilever and Coca-Cola Europacific Partners
Nectar360 has reported early results from campaigns on Pollen, its unified retail media platform, with brands including Unilever and Coca-Cola Europacific Partners onboard with the initiative. Built in house by Nectar360 and in collaboration with brands and agencies, this 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. At its core is a multi-touch attribution model. This, those involved claim, 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, says: “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.”
Early campaign performance:
Over 2.5x 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 10x higher conversion rates from targeted activity, powered by first-party data
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, says: “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.”
Pollen uses AI to improve performance, from pre-campaign planning to in-flight optimisation, based on what is driving sales and incrementality. 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.
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.”
2026 RTIH Innovation Awards
Retail media will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
