Touchscreen Displays Give Customers Quick, Easy Reference for Determining Self-Storage and Logistics Solutions
Kitchen remodeling, kid off to college, recreational toys, and even business inventory can all require one thing â storage space. These days, however, simply offering secure, temperature-controlled units at a fair price is no longer the key to winning customers and their loyalty. The pendulum has swung back to a customer service focus; a principle that is a number one priority for CubeSmartsm (NYSE: CUBE), a leader in the $20+ billion self-storage industry. A re-evaluation of strategies just over a year ago led the company to shift its focus from simple storage, to offering a full menu of services and amenities to meet the growing and changing trends of individual and business customers. With stores in 26 states (as well as the District of Columbia), the challenge for CubeSmart was how to present this expanded menu of product offerings while at the same time provide a consistent customer experience with each location, and ensure identical brand messaging and product/service information nationwide.
Following a corporate rebranding in 2011, CubeSmart (previously "U-Store-It") actively sought a creative, effective and measurable way to unify their brand and product messaging across the company's 350+ facilities in 44 states (as well as the District of Columbia and Puerto Rico). In addition to improving national brand awareness, the company also wanted to promote their newest line of services catering to the unique requirements of the commercial customer and grow their market share of the $20+ million self-storage industry.
In addition to meeting the complex challenge of high-volume content updates, the individual solutions had to be easy to maintain by the store's non-technical staff. The content itself had to have a logical flow that engaged the customer, with virtually instant access to information on selected products or services. Above all, the solution needed to be a tool to help staff provide consistent information and quality customer service, ensuring each facility provides the same friendly, informative and professional customer experience.
Familiar with BrightSign digital controllers, Ajai Nair, CubeSmart's CIO, met with BrightSign at the 2011 InfoComm in Orlando, FL to explore the possibility of utilizing digital signage as a branding solution. Collaborating with 10-year veteran content development partner, Flixio, an all-inclusive interactive experience was created including the BrightSign network-enabled HD1010 controller and a 46-inch touch-screen. Using the interactive kiosk, the customer, either alone or with the assistance of a CubeSmart associate, can navigate seamlessly through CubeSmart's numerous products and services, never realizing that they are being guided through an interaction that includes more than 130 unique video assets and close to 1000 connection points. As a result, the customer is able to easily customize a solution that meets their distinctive budget, storage and logistic needs.
"Not only does the introduction of the touch-screen display further demonstrate how CubeSmart is reinventing storage," said Joel Keaton, Vice President of Marketing at CubeSmart, "it will also enhance the storage experience by offering tailored advice and information to address the specific needs of each customer in a consistent manner throughout all of our CubeSmart locations nationwide."
photo by Hans Engels, Munich
ïżŒThe HD1010 interactive players are linked via BrightSign Network to provide consistent looping and interactive branding content to each of CubeSmart's kiosk-enabled locations. With the smooth delivery of Flixio's custom HD content illustrating CubeSmart's innovative storage offerings, the all-inclusive touch-screen displays are already helping CubeSmart increase sales and customer satisfaction. BrightSign's Network subscription paired with BrightSign's free BrightAuthor software serves as the central interface enabling simultaneous remote content publishing, updates and changes sent by CubeSmart to each of their enabled locations. CubeSmart also uses BrightAuthor to group locations on the network according to available store offerings for simplified content management and publishing, giving the company the ability to customize messages to different markets.
"Our interactive display screen is an industry first touchscreen monitor that managers can use to engage and educate customers on storage services and amenities," said Keaton. "Available only at CubeSmart, it is used to promote the more than 20 services and amenities that are organized by category. The introduction of the interactive display screen allows managers to present a wide variety of services while treating every situation uniquely â providing the attention and assistance our customers deserve."
The categories include: Comprehensive Moving Services, Logistics Services, Office Amenities, Storage Customization, Organizational Services and Packing Supplies. Under each major category, customers will find a list of menu options related to the parent category.
Shortly after the initial deployment at their primary super-store in Philadelphia, the kiosk began receiving enthusiastic reviews from customers and store associates alike. As a result of the success of their initial test market, CubeSmart extended their investment to include interactive kiosks at 350 of their locations nationwide.
The BrightSign players provide the sophisticated features and
controls required to drive the effortless touch-screen access that
Flixio's high-quality, dynamic, interactive content demands.
Customers can click through an interactive rental-space
"calculator" to determine what size unit they need based on their
current office or household size, as well as add on features such
as shelving, electricity and remote entry. Despite a complex web
of connections, the content itself seamlessly guides viewers from
one CubeSmart service or feature to the next, allowing them to quickly and easily find the information they need.
"It's our ongoing commitment to solve our customer's storage needs by providing full-service solutions, not just empty space," said Keaton. "By being proactive, we add value to the overall experience while helping our customers discover the right storage solutions to meet their needs. In addition, we monitor the utilization of our service offerings at each of our stores and districts to ensure that we are promoting and offering the right services to our customers - all designed to maximize customer satisfaction."
Today, CubeSmart releases new core content to its stores every couple of months, which allows the company to remain current, while continuing to enhance their presentation materials over time. The presentations for all CubeSmart locations can be published, updated and changed remotely using BrightAuthor software and the BrightSign Network subscription which connects all 350+ installed BrightSign units. Locations are also grouped on the network according to their offerings to simplify content management and publishing.
"Ensuring consistent brand, product and service messaging across more than 350 nationwide locations, while simultaneously cutting costs, increasing workforce productivity and improving customer service, seemed like a tall order for a single solution," said Joel Keaton, Vice President of Marketing at CubeSmart. "But the BrightSign player/software/network solution combined with Flixio's engaging content on all-inclusive touch-screen displays has done it all."
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