The Rising Influence of Gen X and Millennials in Self-Storage

As the self-storage industry continues to evolve, Generation Z (born between 1997 and 2012) and Millennials (born between 1981 and 1996) have emerged as the dominant consumer groups driving demand. These tech-savvy generations have distinct expectations shaped by their experiences in a digital-first world, and they seek the same level of convenience and efficiency in all aspects of their lives, including self-storage. However, the self-storage industry needs to be faster to adopt automated solutions, creating a gap between what these consumers expect and what is currently available.

Consumer Expectations Across Industries

Generation Z and Millennials have grown up in rapid technological advancement. They are accustomed to the seamless integration of technology in various industries:

• Retail: These consumers expect personalized shopping experiences, fast delivery, and easy returns. E-commerce giants like Amazon have set high standards with one-click purchasing and same-day delivery options.

• Hospitality: Automated check-ins, digital room keys, and personalized service have become standard in hotels. Services like Airbnb offer app-based bookings and instant communication with hosts.

• Finance: Mobile banking, peer-to-peer payment apps like Venmo and PayPal, and the rise of cryptocurrencies reflect the demand for quick, secure, and convenient financial transactions.

• Travel: Online booking platforms, automated check-in kiosks, and mobile boarding passes streamline the travel experience, catering to the need for efficiency and self-service options.

The Lag in the Self-Storage Industry

Despite these advancements, the self-storage industry has primarily remained traditional. Many facilities still rely on manual processes for reservations, billing, and access control. This lag in adopting technology not only frustrates Generation Z and Millennials but also risks alienating these critical consumer groups.

The Need for Automated Solutions in Self-Storage

To keep pace with consumer expectations, self-storage providers must embrace automation. Here are key areas where technology can transform the self-storage experience:

1. Online Reservations and Payments: Offering a seamless online booking system and flexible payment options is crucial. Consumers expect to manage their storage needs from their smartphones, without the hassle of in-person visits or paperwork.
2. Automated Access Control: Implementing keyless entry systems and mobile app-controlled access can provide 24/7 convenience and enhanced security. These solutions allow customers to access their units anytime without assistance from on-site staff.
3. Customer Support and Communication: Utilizing AI-driven chatbots, remote managers, and automated customer service tools can ensure prompt and efficient responses to customer inquiries, meeting the high expectations for instant communication.
4. Digital Marketing and Social Media Engagement: Generation Z and Millennials rely heavily on digital channels for information and decision-making. Engaging with them through social media, online reviews, and targeted digital marketing campaigns can attract and retain these tech-savvy consumers.

Bridging the Technological Gap

The self-storage industry must prioritize technological investments to align with the expectations of Generation Z and Millennials. Providers who implement automated solutions will not only meet the current demands but also future-proof their businesses. The shift towards automation is not just about keeping up with trends; it’s about providing a superior customer experience that drives loyalty and growth.

Conclusion

Generation Z and Millennials are reshaping the landscape of consumer expectations across all industries, and self-storage is no exception. To stay competitive, self-storage providers must embrace automated solutions that offer convenience, efficiency, and security. By bridging the technological gap, the industry can meet the demands of its largest consumer base and ensure long-term success. The time to act is now, and those who do will lead the charge into a new era of self-storage innovation.

Mason Shaw is the Operations Manager for American Storage South, which owns facilities in the surrounding Charlotte area. In addition, she is the Product and Sales Manager for KISS Solutions. A software solutions company she helped co-found with Robert Kapp, Owner of American Storage South. KISS Solutions offers automation and technology platforms to help run the daily operations of self-storage facilities. For more information about KISS Solutions, email team@kisssolutionsusa.com . To reach out to Mason, email her at mason@kisssolutionsusa.com