CHALLENGE
Mirvac's retail portfolio comprises multiple shopping centres across Australia’s east coast. Each centre offers bespoke environments and experiences that reflect its community. Mirvac is on a mission to offer customers a truly personalised shopping journey from sofa to site to shopping centre. Our challenge was to fuel this mission with data and design – creating 10 bespoke websites, all built on a single platform, using a shared token design system.
SOLUTION
We began by identifying the CX opportunities that deliver the most value to the customer, which led to a series of recommendations that help Mirvac better acquire, connect, strengthen and activate their data. With the right data foundations in place Mirvac can segment shoppers better, deliver smarter marketing campaigns, help retailers better understand shoppers and ultimately drive more shoppers into centres.
The token design system enables each centre to have their own unique identity and also enables site components to be quickly updated. One set of components are smartly used across 10 sites to create 10 distinct brand identities.
IMPACT
10 centres rebranded.
10 centre websites designed.
3-year data roadmap implemented.
