Section 6 • Customer & Site Information
The second largest share of business customers are retail. This can include small businesses that use self-storage for excess inventory, re- tail stores that need to store seasonal decorations, or home businesses that need to store all merchandise off site. The other three types of businesses that typically use self-storage are distributors (7 percent), industrial (8 percent), and non-profit organizations (9 percent).
Marketing To Women
• Women account for 85 percent of all consumer purchases.
• Women make more than 80 percent of all consumer purchasing decisions.
• American women spend about $5 trillion annually—over half the U.S. GDP.
• Women represent the majority of the online market:
o 22 percent are online at least once daily. o 92 percent pass along information about deals or finds to others.
o 76 percent want to be part of a special or select panel.
• Women process information and make purchasing decisions differently than men: o A survey reported that 91 percent of women responding feel that advertisers don’t understand them.
o Single women are becoming a more influential category versus 10 years ago.
Sources: Mindshare/Ogilvy & Mather, A.T. Kearney Consulting,
she-economy.com
Chart 6.4 – Male Vs. Female Customers
70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
avg % male 60.0% 59.1% 59.0% 60.1% 59.8% 60.1% 61.7% 63.6% 62.1% 61.1% 61.2% 57.7% avg % female 40.0% 40.4% 41.0% 41.0% 40.2% 39.9% 38.3% 36.4% 37.9% 38.9% 38.8% 42.3% Source: Universal Storage Group
68 Self-Storage Almanac 2016 Another important demographic for self-storage is to
know what percentage of your customers are male and fe- male. As seen in the sidebar, 85 percent of all purchases are made by women and 80 percent of all purchasing decisions are made by women. This means that although men may do the heavy lifting in terms of moving in or out of a unit, the actual rental or decision to rent was likely made by a woman. This is reflected in Chart 6.4. According to data collected by USG, 57.7 percent of storage renters in 2014 were men and 42.3 percent were women. However, if 85 percent of the de- cisions on where to rent are actually made by women, the scales are tipped even farther in favor of women as likely storage customers.
Customer age is another demographic that should be considered, especially in terms of the amenities and services offered at a facility.
According to the USG data, the largest percentage of renters are between the ages of 46 and 55.
Why is this important? It makes a big difference in how
self-storage is marketed to potential customers. Men typi- cally make decisions faster and are looking to solve a prob- lem. Women are more likely to look for value. For example, a woman needing to store may have a facility closer to her home and less expensive than yours; however, if that store doesn’t offer amenities such as a free moving truck or boxes, and your facility does, chances are she will select your facility. In addition, security at a facility is important to women; they are more likely to choose a facility that meets their needs in that area rather than one closer or less expensive.
Customer age is another demo- graphic that should be considered, es- pecially in terms of the amenities and services offered at a facility. According to the USG data, the largest percentage of renters are between the ages of 46 and 55. Falling right behind that are the 36 to 45 and 56 to 65 age groups at 22 percent and 21 percent, respectively. On average, 13 percent tend to be cus- tomers over age 65. Understandably, the smallest percentage of
storage
customers—3 percent—is represented by millennials under age 25.
By taking these factors into consid-
eration when marketing, you will be able to better serve your customers.
Average Percentage
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