Self-Storage Retail Results: Merchandising Sales and More. Presented by Barry Johnston, President Supply Side USA

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2 Self-Storage Retail Results: Merchandising Sales and More Presented by Barry Johnston, President Supply Side USA

3 Why and How to Sell Retail Moving Supplies

4 Why Sell Retail Supplies? 80% of move-ins are consumers storing personal possessions Need to intelligently move and protect these belongs Logically, they need to buy supplies

5 Why not tap into that revenue opportunity everyone else has?

6 1. Consumer s go to your competitor to buy supplies. You lose the rental.

7 2. Address cash flowing in. Average Internet spend on supplies = $127 Average margin = 50% on retail goods $127 / 2 = $63.50 per move-in Profit!

8 3. Most self-storage owners aren t retail experts. Smart owners outsource projects to experts.

9 Why Hire an Expert? Most self-storageoperators don t understand: Plan-o-gramming Different product selling velocities Retail pricing and marking Product selection Sales training When to cut and run

10 Plan-o-Gramming

11 MAP: Merchandising Action Plan

12 The Right Retail Design Good for high traffic retailers Not good for self-storage no selection Decorating your store

13 What is the message to the customer at these retailers?

14 Bad Plan-o-Gramming in Self-Storage

15 Understanding Plan-o-Gramming Find a good vendor who gets it and helps you do it right. A good vendor will have the software and training to help design a plan-ogram to meet any retail area.

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17 From This to This

18 Retail Layout From Building Plan

19 Investigate Merchandising Options

20 Sales Velocity Product Selection A Velocity B Velocity C Velocity

21 A, B and C velocity products make up a professional-looking retail offering.

22 Selection/Velocity Oh, you just added a bunch of product that will never sell! More than 60%!

23 Maintain Display Integrity Manage the number of facings in which the product appears on your plan-o-gram. Don t replace an A velocity product with a C. Find a vendor who can supply you with this kind of management tool.

24 Pricing Items Don t price items with a marker or by hand use price stickers. Better yet, find a vendor who allows you to maintain your margin and provides: Pre-printed pricing stickers A selling price (high margins already printed) Stickers printed with your business name and sku number Find retail products that carry their own UPC Code.

25 Offer to Buy Them Back!

26 Compete with the big-box stores sell something unique.

27 Advertise Your Name, Not the Vendor s Your customers don t know who Chateau, Move N Store, PacEase or PackRite are. They know you. They re standing in your store. Find a vendor that can brand your retail with your logo to support your brand and marketing efforts. Brand all your retail with your logo.

28 Showcase Your Name and Brand Compete with the largest operators and the large REITS, even single locations. Find a vendor that can help you economically develop your own brand of retail supplies, even if you re a single operator.

29 What s up with not using the counter for retail impulse sales?

30 Impulse Items: Mix It Up Touch your customers with retail impulse items when at your counter.

31 Don t Sell Locks at the Counter Send your new tenant over to your retail plan-o-gram.

32 When Products Don t Sell You bought this product and a few things don t sell You re not married to the products. You have a 50% margin on retail. Not everything sells well everywhere. Drop to 50% to your cost. Drop it even more, get it out!

33 Choosing a Vendor Find a vendor who can train your team to sell.

34 Choosing a Vendor Find a vendor who stays on top of technology and makes ordering easier. Things to look for: 24/7/365 easy to use ordering site for your managers Smartphone approval processes for you or your district managers Reporting to keep you abreast of your sales: where/what

35 Summary Don t lose a tenant to a competitor over supplies. Don t walk away from easy money. Find a retail vendor partner who can help you. Design your retail space. Brand retail with your logo. Provide ongoing technical support. Help train your team to sell more retail.

36 Contact the Presenter Barry Johnston President Supply Side U.S.A

37 Thank You!

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