Sainsbury’s ‘supercharges’ retail media business with new platform

Sainsbury’s is set to launch a new unified retail media platform later this year, which it claims will revolutionise how brands and agencies run omnichannel retail media campaigns at scale.

The grocer’s platform was built in-house by the supermarket chain and Nectar360 alongside partner brands and agencies. The supermarket chain said it will harness customer insights and AI to deliver audience insights, media planning and activation, optimisation and measurement into one single portal.

Nectar360 Pollen also features a multi-touch attribution model and visualisation tool which will allow tracking and analysis of all media touchpoints, showing the impact of each channel on overall campaign performance.

This means marketers and media professionals can optimise their campaigns faster and customers benefit from more relevant advertisements and an improved shopper experience.

The tool has been designed to deliver an enhanced experience for clients and will further advance Sainsbury’s retail media business as well as its Next Level strategy.

Nectar360 managing director Amir Rasekh said: “Nectar360’s ambition is to be a world-class leader in the retail media industry, which is why we’re launching Nectar360 Pollen – the most advanced platform of its kind in the UK.

“Retail media’s exciting pace of growth is outstripping traditional advertising, but with this rapid development comes growing pains. While retail media has transformed how brands engage customers, it can be complicated and difficult to navigate.

“Taking on feedback from our clients and the market, we’ve created Nectar360 Pollen to help solve for this. It will allow brands and agencies to easily navigate the potential of retail media, create omnichannel experiences, and deliver enhanced measurement.”

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