Storage Planogram

September 1, 2004

3 Min Read
Storage Planogram

Storage Planogram

By Bill Meyers

Self-Storage continues to evolve into a total service approach,and as a result, customers are looking for facilities that can do it all.Consumers want to save time, and they appreciate the advantages and convenienceof one-stop shopping. If you begin thinking of your facilitys office as aretail store, you will be on the road to creating the services your customerdesires while improving your bottom line.

When your storage prospects visit your facility, theirdecision to rent with you can be based on their first impression upon enteringthe driveway or office. How is your curb appeal? Is the parking lot free ofdebris, and is the office clean? What kind of impression does your securitymake? Finally, what is the status of your retail offerings? Your customers know you rent storage space; but you might alsooffer rental trucks and equipment, boxes for storage or shipping, locks, andpacking and moving supplies. Why not have them organized like a miniature retailstore?

Think about what the average consumer experiences when heenters a department or discount store: He sees a sea of merchandise, categorizedby department, also called a planogram. In most cases, the customer doesnot directly enter the area in which he needs to shop. Depending on the store, he may pass the perfume snipers,the shoe department, mens or ladies apparel, or even the shopping-cartcorral. This same concept will give your self-storage store anadvantage you dont want to lose.

Now youre probably thinking, This guy has no idea howlittle space I have for all this stuff! On the contrary, I realize an averagestorage facility has limited retail space. However, a planogram approach can beyour key to success as a storage merchandising professional. It is the best wayfor you to maximize the space you have available, and show customers yoursmall-scale lock, packaging-supply and moving-and-storage departments.

By using a planogram, you create mini departments in whichyour customers can shop while in your office. An 8-by-6-foot floor or wall spacecan generate $12,000 to $24,000 annually. The same can be done with countertopdisplays or freestanding floor displays. Either method creates places forcustomers to browse.

For example, your lock department will show good, betterand best choices customers can touch and see. In this way, you can helpthem decide on the quality of lock they need. If they intend to store with you,theyll need to pack and move their goods to your facility.

Why not show them your moving and storage supplies department,which might include protection kits for fragile items; covers, tarps and storagebags to protect large items; and tie-down products to secure things in transit?And your box department will contain more than just boxesit should alsoinclude tape, markers and labels.

Make your self-storage facility the neighborhood destinationfor moving, storage and shipping supplies. Your customers will tell theirfriends and neighbors where to go to purchase these items, and youll havepeople stopping in even if they dont need to rent space. Think about it: Youare close to home; you have fast, easy parking; and they will find it easy toshop with you because your planogram is organized into clearly defineddepartments. By making the shift from office manager to retail-store owner, youbecome better at selling your core product: storage space.

Bill Meyers is an account manager at Supply Side Inc., whichdistributes packaging as well as moving and storage supplies. The company hasdeveloped merchandising programs for many leading companies including StorageUSA, the U.S. Postal Service, Kinkos and Mail Boxes Etc. For moreinformation, call 800.284.7357 or 216.738.1200; e-mail [email protected].

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