Brits 'seek out brands that offer connected experiences'

Fresh from the news that most Brits are prepared to pay more for their favourite brands even in the cost of living crisis, it seems UK consumers are even happy to cough up cash for products that offer connected experiences, too.

So says new research from Merkle which reveals that Brits are actively seeking opportunities to engage with brands through connected technologies such as QR codes, visual search, augmented reality and NFC (near-field communication) tags.

According to the 2025 Connected Experiences Research Report, 84% of the population have engaged with at least one of these technologies in the past month, with nearly a third (32%) having engaged with them four or more times during the same period.

The connected experiences that these technologies enable bridge the gap between a brand’s digital presence and physical touchpoints.

Merkle reckons they are growing in importance and popularity, with over a third of consumers (37%) more likely to purchase a product if it is tied to one. Moreover, the data reveals that almost one in three (29%) consumers are willing to pay more for products that offer connected experiences.

The growing demand for connected experiences could present a major opportunity for UK retailers. In fact, in the past 30 days, one in three consumers have engaged with connected technologies while shopping in-person, both in supermarkets (36%) and in other retail shops (35%).

Over half (56%) of those surveyed have engaged with connected experiences when purchasing food and beverage products. Other items that consumers regularly associate with connected experiences include electronics and video games (36%) and clothing (29%).

According to the data, offering connected experiences can boost brand perception. In fact, a third (34%) of respondents perceive brands that embrace them as more innovative and modern. Similarly, a quarter (26%) believe that those that utilise them are more customer focused than those that do not.

For brands that want to capitalise on the movement towards connected experiences, offering clear tangible benefits and incentives will be key, the report claims. In fact, 39% of respondents say that a lack of these would stop them from engaging altogether. Other potential barriers include concerns around data privacy (36%) and a lack of guidance around how to engage with connected technologies (31%).

Merkle VP of experience design Ruth Bucknell said: “As consumer expectations continue to rise, brands must move beyond fragmented campaigns to create seamless, integrated journeys across every touchpoint.

“Connected experiences — from smart packaging and in-store interactions to digital displays and out-of-home activations — offer powerful opportunities to deepen engagement.

“But to drive real behaviour change, consumers need a compelling reason to engage — whether that’s rewards, convenience, or added value. Clear guidance and open dialogue are key. When brands communicate the ‘why’ behind these experiences, they can turn passive curiosity into meaningful, sustained interaction.”

Merkle worked on the launch of Kellogg’s Town, a new digital experience featuring interactive games, competitions and offers designed to boost customer loyalty across 23 European markets.

Kellanova senior director of omnichannel experience and commerce Philip Wilkinson said: “In today’s digital landscape, connected experiences are pivotal for driving consumer engagement. By seamlessly integrating touchpoints across platforms, we can both meet the expectations of our consumers and create moments of delight that foster more meaningful relationships. This principle was the driving force behind our recent launch of Kellogg’s Town.”