Coca-Cola and Unilever See Strong Results From Nectar360’s Pollen Platform One Year On

Why It Matters

Pollen proves that consolidating retail‑media functions and applying AI can dramatically boost sales efficiency, setting a new benchmark for the fragmented retail‑media market.

Key Takeaways

• Pollen drives >2.5x incremental sales for omnichannel campaigns
• Mid‑ and upper‑funnel activity accounts for up to 25% of lift
• Targeted activity yields up to 10‑fold conversion boost
• AI tools cut compliance checks from weeks to seconds
• Unilever and Coca‑Cola adopt Pollen for faster, unified media

Pulse Analysis

Retail media has exploded in the past few years, yet brands still wrestle with fragmented tools for planning, activation and measurement. Nectar360’s Pollen platform tackles this pain point by unifying audience data, media buying, creative checks and performance analytics in a single cloud‑based hub. Launched under a year ago, the solution integrates a multi‑touch attribution model that maps every interaction—from shelf‑side impressions to digital clicks—allowing marketers to see the true incremental impact of each touchpoint. This holistic view replaces the industry’s reliance on last‑click metrics and siloed reporting.

Early adopters report striking results. Unilever and Coca‑Cola Europacific Partners saw more than 2.5‑times higher incremental sales when campaigns spanned in‑store, online and off‑site channels, with up to a quarter of that lift driven by mid‑ and upper‑funnel activities. Targeted audiences experienced conversion rates up to ten times higher than baseline, underscoring the power of first‑party data and precise activation. The platform’s AI‑powered creative checker compresses compliance reviews from weeks to seconds, while AI‑guided optimization continuously reallocates spend toward the highest‑performing assets, further amplifying ROI.

The implications extend beyond individual brand wins. By delivering a single pane of glass for retail media, Pollen sets a precedent for how the industry can overcome fragmentation and scale smarter campaigns. As more agencies and CPGs adopt the platform, we can expect a shift toward outcome‑focused budgeting, faster go‑to‑market cycles and deeper integration of AI in creative and media decisions. This evolution positions retailers and brands that embrace unified, data‑driven retail media to capture a larger share of the growing $100 billion‑plus market.