Customers have strong emotional attachments to their belongings. As unsettling as it is, they trust that a storage facility will guard their valuables as their own.
The worth that one places on their valuables is often overestimated, so it’s not surprising that customers are extremely possessive of their ‘things.’ We cannot place judgment or argue otherwise. Yep, the customer has sole ownership of THEIR tools, furniture, collectibles and personal memories. How they evaluate a treasured item is their own right, even though it doesn’t always reflect logical thinking.
This vulnerability is not to be taken advantage of. Although driven by emotion, they remain a savvy consumer. Shopping for trusted guardianship, the customer expects their monthly cost to include more than just ‘empty space.’
“Will my belongings be treated well?”
“Will they find comfort in their new environment?”
“Can I come visit whenever I want?”
Being disconnected from their cherished ‘stuff’ creates an unsettling fear. When the customer doesn’t have a choice (or isn’t prepared to part ways), they’re hopeful that someone else cares enough to keep their valuables safely guarded.
Marketing Communications Director
"How Storage Customers Think About Things"