New research from branding firm Merkle reveals that UK consumers actively seek opportunities to engage with brands through connected technologies. The rise of QR codes, visual search, augmented reality and NFC (Near-field Communication) tags all add to the consumer experience.
That’s according to the 2025 Connected Experiences Research Report, with 84% of the population having engaged with at least one of these technologies in the past month. And 32% having engaged with them four or more times during the same period. Tangible offers like promotions and discounts top the interest list, with product curiosity and loyalty schemes also popular.
The connected experiences that these technologies enable bridge the gap between a brand’s digital presence and physical touchpoints. 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.
Real-world examples from the report include Fanta’s “What the Fanta?” campaign that introduced mystery flavours, where QR codes on packaging offered interactive clues to
enhance the experience. By integrating digital and physical elements, the campaign encouraged repeat engagement, fostering deeper brand connections.
A connected opportunity for retailers and brands
The growing demand for connected experiences will present a big opportunity for UK retailers. In fact, in the last 30 days, one in three consumers have engaged with connected technologies whilst 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.
Another example saw Merkle and Kellonova develop Poptopia, a digital platform designed to redefine consumer interaction. By seamlessly blending immersive experiences with advanced personalisation, Poptopia enhances engagement and drives lasting brand loyalty. “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, in partnership with Merkle.” Said Philip Wilkinson, senior director of omnichannel experience and commerce at Kellanova.
Clear incentives are essential
For brands who want to capitalise on the movement towards connected experiences, offering clear tangible benefits and incentives will be key. 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%).
“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.” Ruth Bucknell, VP experience design at Merkle said. “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.”
Whatever the brand, the value has to be clear and visible. Offering Nintendo Switch consoles through Poptopia and Mario-themed Pringles tubes is a tactic that appeals to both the young and older consumer with a nostalgia for giveaways. All while opening up a fun world of interactivity.