Merkle research: many UK shoppers willing to pay more for products that offer connected experiences

New research from Merkle, a dentsu company, has revealed that UK consumers 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.  

The firm surveyed 1,000 people, with 84% of the population engaging with at least one of these technologies in the past month, with 32% having done so 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. They are growing in importance and popularity, with 37% of consumers more likely to purchase a product if it is tied to one. Moreover, the data reveals that 29% are willing to pay more for products that offer connected experiences. 

This growing demand 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%). 

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

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

For brands who want to capitalise on this movement, 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%).  

Ruth Bucknell, VP Experience Design at Merkle, says: "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." 

Philip Wilkinson, Senior Director Omnichannel Experience & Commerce at Kellanova, says: “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.” 

2025 RTIH INNOVATION AWARDS

Connected technologies will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.