UK shoppers willing to pay more for connected experiences

A growing number of UK consumers are willing to pay a premium for products that deliver a connected experience, according to new research published by Merkle, a customer experience management agency and part of dentsu.

The 2025 Connected Experiences Research Report reveals that almost one in three UK shoppers (29%) are prepared to spend more on products that incorporate connected technologies such as QR codes, visual search, augmented reality (AR), and NFC (Near-field Communication) tags. These tools are increasingly being used to bridge the digital and physical retail environments, enabling brands to engage consumers through a variety of touchpoints — from smart packaging and in-store interactions to digital displays and out-of-home activations.

The findings highlight a growing consumer appetite for technology-enhanced experiences. According to the research, 84% of respondents reported having engaged with at least one form of connected technology in the past month, with nearly a third (32%) doing so four or more times.

"Connected experiences — from smart packaging and in-store interactions to digital displays and out-of-home activations — offer powerful opportunities to deepen engagement," said Ruth Bucknell, VP Experience Design at Merkle. "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."

These interactions are also shaping consumer perception. The report shows that 34% of respondents view brands using such technology as more innovative and modern. Additionally, 26% believe these brands are more customer-focused than their counterparts.

The use of connected experiences in retail settings is becoming increasingly common. One in three consumers reported engaging with connected technologies while shopping in person over the past 30 days, whether in supermarkets (36%) or other retail shops (35%). The report also found that more than half (56%) had interacted with connected experiences when purchasing food and beverage products. Electronics and video games (36%) and clothing (29%) were also noted as key product categories where such technologies are encountered.

For businesses, the message is clear: connected experiences not only offer a pathway to increase sales but also improve brand perception. However, the research also points to barriers that need to be addressed if adoption is to grow further.

A lack of tangible benefits was identified as the most significant deterrent, with 39% of respondents saying it would stop them from engaging. Data privacy concerns (36%) and the absence of guidance on how to use the technologies (31%) were also cited.

Philip Wilkinson, Senior Director Omnichannel Experience & Commerce at Kellanova, noted the strategic importance of these technologies in driving consumer engagement. "In today's digital landscape, connected experiences are pivotal for driving consumer engagement," he said. "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."

The Connected Experiences Research Report is based on insights from 1,000 UK respondents, representing a wide demographic cross-section. The report explores how consumers interact across digital and physical touchpoints, focusing on expectations, behaviours and the evolving retail experience.

As connected technologies become more mainstream, the data suggests that UK retailers and brands have a significant opportunity to harness these tools — but only if they provide clear value and communicate effectively with consumers.