BRANDS THAT GET IT

It’s easy to talk about strategy and customer-centricity, but Henderson and Bentley believe there are only a few brands that really put these concepts into practice. Here are a few of their picks for brands that really get to the heart of what matters to the customer.

Air New Zealand: Henderson says the airline has come a long way in the last 15 years to develop a flying experience that makes the entire process as effortless as possible. From coffee-ordering apps to automated check-in, the airline is always looking for ways to improve the customer journey (literally in this case).

Ceres Organics: Beyond focusing on the nutritional aspect, this brand is also interested in taking customers on a journey through the stories that accompany each organically sourced product. “They’re really in tune with how people want to live their lives these days,” says Henderson.

Everlane: Bentley is particularly fond of this international example, which pushes the bounds with a transparent pricing approach that tells consumers everything they need to know about the cost that goes into producing every product. Farro Fresh: As far as an understanding of behavioural science goes, Henderson believes you’d be hard-pressed to find a better example than Farro Fresh. “Every store experience,” she says, “feels as though you’re walking in a village market, filled with fresh foods.”