Problem:
Public Storage, the world’s largest consumer-direct, on-site, self-storage company, wanted to create and add a completely new retailing segment to its already successful business formula which, until that point, had been based solely on storage space rentals and small truck rentals. In effect, they wanted an entirely new marketing concept.
Opportunity:
Public Storage chose Alexander’s company because:
1) it was impressed with their success record in the aftermarket,
2) of their wide base of knowledge concerning consumer shopping habits,
3) of their proven performance with merchandising techniques,
4) of their successful implementation of numerous and varied floor plan designs, and
5) of their broad experience in all aspects of graphic design, materials sourcing and roll-out budgeting.
Solution:
Automotive In-Store Marketing:
1) designed new graphics and signage,
2) organized Public Storage’s products into shoppable segments and created a modular floor plan adaptable to buildings ranging in size from 450 square feet to 1,500 square feet,
3) worked various existing logo configurations into the graphics without disturbing the equity value of integrity of Public Storage’s corporate logo and colors.
4) designed furnishings, fixturization, complete graphics, and in-store marketing materials to begin the company’s transition from a storage business into one involved in the marketing of retail products and the retail marketing of storage products
Result:
Public Storage has since taken Alexander’s marketing concept and rolled it out nationally for use in its more than 1,100 locations, enabling all of its facilities to sell storage and packing supplies, as well as offer full truck rental service.
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