Stat: Connected tech boosts loyalty as consumers seek smarter brand interactions

UK/US – More than a quarter of consumers are willing to pay more for a product that offers a connected experience such as a QR code, visual search, AR or NFC tag, according to Merkle’s 2025 Connected Experiences Research Report. 

Familiarity with these technologies is rapidly rising, with 98% recognising QR codes followed by 84% being familiar with visual search. Yet while QR codes lead in usage, other tech such as AR and NFC still show significant untapped potential. 

Engagement is growing too: 83% of consumers used at least one type of connected technology in the past month and 32% interacted four or more times. The report highlights that people are most motivated by promotions, product curiosity, rewards and loyalty schemes, convenience and exclusive content. 

Connected experiences are also shaping the public’s perception of companies, with 33% saying that brands who use them are more innovative and 25% associating them with being customer focused. 

As brands navigate this space, the opportunity lies in reducing friction, building trust and delivering experiences that feel personal, rewarding and seamless. 

Read our macrotrend report EQ-Commerce to find out more about the innovative retailers using tech to build empathic, AI-driven experiences adapted to shoppers’ needs, and New Codes of Value to understand the new consumer behaviours and mindsets during times of economic uncertainty.