BrandBox: Empowering Digitally Native Brands for retail success

Key challenges

In the face of a surge in e-commerce and a downtrend in traditional mall footfalls, Macerich sought to address the unprecedented disruption caused by digitally native brands entering the retail industry

The client encountered significant challenges in sustaining tenancy for their retail properties as the rise of Direct-To-Consumer and digitally native retail brands impacted the traditional retail landscape

By tapping into the popularity of Direct-to-Consumer e-commerce channels, they aimed to expand their revenue channels and increase audience engagement

Client in spotlight

Macerich is a renowned real estate trust and a leading owner, operator, and developer of major retail and mixed-use properties in the United States. With a focus on high-quality regional town centers located in affluent and densely populated markets, Macerich distinguishes itself as a visionary in the retail industry. Their commitment to creating exceptional retail destinations sets them apart, while their strategic collaborations and innovative approaches, such as the pioneering BrandBox concept, demonstrate their dedication to shaping the future of retail experiences. Macerich's unwavering pursuit of excellence and its ability to adapt to changing market dynamics position them as a prominent force in the ever-evolving retail landscape.

Unlocking Digital Success

Ideation

Creating a solution that would provide e-commerce brands with a turnkey experience, allowing them to rent a space for a specific duration and access essential resources for inventory management and incorporating sensors to gather data on shopper behavior, enabling brands to optimize the customer experience

Our approach

Building BrandBox, a flexible digital platform that offers digitally native brands a space to experiment in physical retail and integrate the existing deep learning-enabled cameras and sensors into our platform to gather customer data, allowing D2C brands to optimize the customer experience

Outcomes

Successful launch of BrandBox at Macerich's Tysons Corner Center shopping mall offering digitally native brands an all-inclusive solution for experimenting in physical retail. By seamlessly integrating the data from the existing deep learning sensors, we provided valuable shopper behavior insights for an optimized CX

Project outcomes

BrandBox debuted at Macerich’s Tysons Corner Center shopping mall with six brands occupying mini-stores in the pilot

BrandBox opened new revenue channels for Macerich by attracting digitally native brands and established ones to experiment with pop-up stores, resulting in increased footfall and engagement in their malls