The document discusses how merchants can engage connected consumers at points of sale by leveraging digital proximity ecosystems. It outlines five key drivers for merchants' digital strategies: 1) driving consumers to shops, 2) improving in-shop experiences, 3) enabling transactions, 4) developing customer retention, and 5) having an online social presence. The document also provides examples of technologies like NFC, QR codes, and Bluetooth that can improve the consumer experience at points of sale. Finally, it recommends that successful connected consumer solutions be simple, seamless, leverage standards, be different and fun, and ensure security and privacy.