Unlocking Success in the Self-Storage Industry: Leveraging Customer Segmentation Analytics with HubSpot CMS

CEO of General Storage Company and Chair of Self-Storage Association Asia Helen Ng presenting at eCommerce Expo Asia 2023.

In the fast-growing self-storage industry, understanding our diverse customer base is essential for success. Customer segmentation analytics allows us to tailor services, marketing efforts, and customer experiences.

General Storage Company leverages HubSpot CMS for our customer segmentation analytics. Our customer segmentation strategy relies heavily on our online quotation request form for the following important reasons:

1. Data Collection: Our form collects key customer data including basic demographic information, contact details, and specific preferences or requirements related to our self-storage services. The data form the foundation for customer segmentation.

2. Segmentation Criteria: Our form includes fields that allow customers to specify the type of storage they need (for example, air-con or non-air con), the desired unit size, the duration of storage, the location preference and items stored, which help to define segmentation criteria.

For example, based on items stored, we have segmented our customers into the following broad demographic groups: students, young professionals, young families, home owners and renovators, empty nesters and downsizers, business owners and entrepreneurs, retirees and travel enthusiasts – and more.

3. Solutions Customization, Product Development and Site Planning: We use the data gathered to tailor our solutions to individual customer needs and preferences. Whether it's recommending the right unit size, offering promotions on specific storage solutions, or providing targeted communications, this data-driven approach ensures that our customers receive precisely what they need, making their self-storage journey more convenient and satisfying.

For example, we noticed a rising trend of customers asking for air-con storage units in the past year. We are currently building more air-con units in the most frequently-asked-for sizes to meet the demand.

4. Market Research: The information gathered from quotation request forms can also serve as valuable market research. It provides insights into customer needs, preferences, and pain points, which can inform product development or service enhancements.

5. Identifying Top Lead Sources: HubSpot tracks lead sources. We've observed a growing trend of leads originating from organic Bing searches, prompting us to intensify our focus on Bing SEO strategies.

In conclusion, the marriage of customer segmentation analytics and HubSpot CMS has not only empowered General Storage Company to better serve our customers but has also positioned us for long-term success in the fast-growing self-storage industry. With a data-driven mindset and an unwavering dedication to providing the best storage solutions, we look forward to continuing our journey of success and service excellence. Thank you for joining us on this exciting ride, and stay tuned for more innovations and insights in the future.