In a world where digital and physical lives are increasingly blended, customers no longer see these as separate spaces. In fact, our latest research has shown that 72% of people now expect smooth, connected experiences across every interaction with a brand. Whether online, in-store, on a mobile app, or through product packaging, they want a consistent, helpful journey.
This shift is a clear signal that people expect brands to deliver easier, more personalized interactions. This blog explores what connected experiences are, why they matter, and how brands can use them to build stronger relationships. We’ll also share key findings from our latest research, designed to help marketing leaders stay ahead.
What are connected experiences?
A connected experience means every touchpoint with a brand works together, whether physical or digital. From scanning a QR code on packaging, to receiving personalized content in-store, to exploring products through augmented reality (AR), a connected experience brings it all together.
The aim is simple: remove friction and make every moment feel natural. With the right strategy, even something as simple as a cereal box can become a gateway to loyalty rewards, setup help, or immersive brand storytelling.
This approach is made possible by a growing range of technologies, including QR codes, NFC tags, AR, and visual search tools. These allow people to unlock new layers of content, instantly and on their own terms.
Why connected experiences matter now
The data is clear. QR code use jumped by 23 percentage points in just six months, with nearly 90% of people now using them regularly. This shows that consumers want more interactive, meaningful brand moments.
And it’s not just QR codes. Our 2025 Connected Experiences Research Report also found that 83% of people have engaged with at least one connected experience in the past month. For 42%, it happens most of the time when the opportunity is there. That shows appetite for these experiences is high, and still growing.
That interest is translating to purchases:
37% are more likely to buy a product if it offers a connected experience
27% are even willing to pay more for it
What brands stand to gain from connected experiences
Done right, connected experiences unlock entirely new opportunities to build loyalty, trust and revenue. Here are some of the most important benefits:
- Better retention and lifetime value
When you meet customers where they are, with relevant, helpful content, you’re more likely to keep them coming back. Connected experiences can reward loyalty, simplify post-purchase support, or encourage repeat purchases.
- Personalization at scale
By gathering real-time insights across channels, brands can break down data silos and tailor interactions. That means more timely, relevant messages and better customer journeys overall.
- Faster path to purchase
Reducing friction helps people make decisions faster. Whether it’s an AR preview of a product or a setup video accessed via packaging, these small touches smooth the journey and speed up conversions.
- Staying competitive in a platform world
Tech giants like Amazon and TikTok are setting the bar high for seamless experiences. For direct-to-consumer brands, keeping pace means crafting their own connected ecosystems or risk losing out.
- Greater agility
Connected experiences let brands react in real time. Whether it’s adjusting content based on consumer behavior or adapting quickly to market shifts, this approach gives marketers more control and flexibility.
Other experience insights from our research
Our report, based on insights from 2,000 consumers in the UK and US, uncovered a few key trends:
High awareness, but uneven confidence: While 98% of consumers are familiar with QR codes, only 32% feel confident using AR tools.
People want more guidance: 31% say they struggle to understand how connected experiences work. Clear instructions can close that gap.
Privacy matters: 37% are hesitant to engage because of data concerns. Brands must be transparent, give people control, and explain how data is used.
There’s real appetite for learning: 75% of consumers say they’re willing to learn how to use new tools if it improves the experience.
This shows that the future of connected experiences is about trust, clarity, and value as much as it is about technology.
What’s next in connected experiences?
Connected experiences are set to evolve fast. Our research highlights rising interest in visual search, dynamic loyalty rewards, and immersive technologies, such as 3D web environments.
Brands need to look ahead to not just what customers want now, but what they will expect next. That includes:
Predictive experiences that anticipate needs
Personalized rewards based on behavior
Frictionless journeys across all channels
Greater integration between loyalty, product information, and digital content
The most successful brands will be those that take action today to design connected experiences with people at the center.
