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By 2020, customer experience is predicted to over take price and product as key brand differentiators, according to a study by Walker.
Chinese brands have increased in popularity in some categories, such as personal digital gadgets (63% of market in 2017, compared to 43% in 2012) and personal care (76% in 2017, up from 61% in 2012).
Two thirds of consumers across every age group in the UK and Germany now like to receive individualized communications and more than half now claim to be happy to share personal information with brands.
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