Macerich BrandBox

Retail Platform for Digitally Native Brands

Commerce

Web Dev

Product Design

Overhead view of a shopping mall walkway, with some blurred silhouettes of people, creating a sense of motion and urgency, while mannequins in the store windows remain still.

Project summary

Macerich (NYSE: MAC) is a publicly traded real estate investment trust (REIT) and the third largest owner of shopping malls in the United States. The company manages over $9 billion worth of real estate assets across more than 53 million square feet of leasable space. As direct-to-consumer and digitally native vertical brands (DNVBs) continue to grow, the retail industry is experiencing unprecedented disruption.

A retail concept that allows digitally native and established brands to quickly and easily open brick-and-mortar stores.

Recognizing these market shifts, the Macerich digital team developed a product strategy to offer digitally native brands a brick-and-mortar store in which to test their markets and build their brand.

Stack

Python

Django

jQuery

React

Flexible retail spaces

Macerich partnered with Kellton Europe (formerly Tivix) as a full-stack development and design collaborator for both the BrandBox platform and the supporting BrandBox marketing website. Our team managed the product's development from the initial idea phase to market launch.

Key features of BrandBox:

Flexible leasing terms

Brands can rent spaces for 6 or 12-month terms.

Turnkey solutions

Access to essential items such as shelving, fixtures, and staffing through the web application’s inventory management system.

Modular store design

Each store features moveable walls and customizable layouts to meet specific brand requirements.

Advanced data insights

Equipped with sensors that track shopper behavior, providing brands with valuable data to optimize the customer experience.

BrandBox offers a unique, adaptable platform for digitally native brands to experiment with physical retail spaces.

Advanced analytics and integration

Powered by RetailNext, BrandBox brings retail into the digital age with advanced, deep-learning-enabled cameras and sensors. These technologies recognize shopper demographics and store traffic, delivering rich insights to BrandBox customers. Kellton Europe (formerly Tivix) integrated RetailNext's machine learning systems into the BrandBox platform, along with multiple other integrations related to security, sales data, and more.

Innovation in action

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

Beyond supporting digitally native brands, BrandBox provides established brands with a platform to experiment and incubate new ideas or product lines. Since its launch, BrandBox has garnered widespread media attention from outlets such as Bloomberg, Forbes, and CNBC.

Knowledgeable and experienced, they delivered a top-notch product. Their excellent project management skills made them easy to work with.

Macerich Digital

Head of Marketing

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