
To remain relevant and competitive Shurgard has always kept pace with global
technological transformation. John Turner, Director of Marketing and Pricing has been
with the company from the start of this journey.
JOHN TURNER
DIRECTOR OF MARKETING AND PRICING
Digitalization started a long time ago. We were
quick to integrate and centralize our operating
platform over a decade ago, which has underpinned
smooth operational growth for many years. In 2012 we
introduced transparent pricing, and for many years we
have been able to target specific audiences depending
on their catchment areas.
The tech revolution, already in full swing, was given
a substantial boost during the pandemic. Even as
the world returns to near normal, consumers have
retained the behaviors they adopted when only digital
interactions were possible.
Shurgard’s biggest digital change came through the
introduction of e-rental in 2021 and the rapid uptake by
our customers means it already accounts for c. 30% of
move-ins. Throughout this period of digitalization, we
continue to invest in the website and in understanding
how our customers react and respond to our digital
touchpoints. For example, we noticed that fewer
people were completing online bookings in Germany
and Belgium, and traced the obstruction to the types
of payment method we were offering. Now we are
making changes to offer more relevant ways to pay in
these countries. 99.9% of our customers use non-cash
methods of payment, and this has a positive impact on
client defaults which means we have very low levels of
bad debt.
We monitor our customer feedback through trusted
review portals like Google Reviews and TrustPilot, where
we scored an average of 4.8 all-time and 4.6 (out of 5)
respectively during 2022. The scores are collated from
over 300 reviews per property on average across our
entire portfolio of 267 stores, underpinning the integrity
of our customer feedback channels.
Digital innovations also underpin our marketing and
branding investments. Our strong brand presence
lowers the cost of Search Engine Advertising, and
digital insights allow for pricing agility and adjustments
through predictive pricing models.
Change is constant. To keep up with the demands of
our customers, employees and all stakeholders, we’re
laying the groundwork for a series of digital innovations
that will improve the customer journey, facilitate
customer engagement and expand our data insights.
In 2022 we upgraded our access control systems to
allow customers to gain access to their unit using an
app instead of having to remember a code. Not only
do our customers find it easier and more convenient,
we can use the anonymized data to understand access
behaviors and improve our service for them.
This is just the first step in a wider rollout of improved
digital solutions that our customers will be able to use at
the touch of a button. To ensure we invest in technology
that really adds value, all our proposed innovations are
tested and trialed, and we have used 2022 to lay the
foundations for bigger changes next year.
While consumer digital solutions like new apps or
e-rental are the obvious response to changes in
social interaction, the pandemic and subsequent
behavior changes have impacted on our physical store
interactions too. We are currently running trials and
pilots for new ways of store operation and will look
to optimize a leaner in-store presence. What this will
look like is still in development. We will not be rushed
to change services if that’s not what customers want.
2022 has been an opportunity to try out new ways
of working, collect data, and prepare for the future
with confidence.”
SHURGARD ANNUAL REPORT 2022