Understanding Your Consumer: Developing Personalized Content to Enhance the Customer Experience:

Moving is often an emotional moment that people fear, as evidenced by the average 45% no-show rate for storage reservations that Extra Space Storage (ESS) used to experience. After recognizing that its customers are in the middle of a huge life change, ESS developed a consumer-first marketing approach that personalized the customer experience in each key moment along the journey.The strategy resulted in a siginificant conversions increase on moving day, and this case study will demonstrate how you can can implement the same marketing efforts to impact your business. At the end of this session, you’ll be able to:

• Increase your conversion rate through consumer-first marketing
• Effectively research and utilize your current data to develop personalized content
• Understand the needs of the customer and develop personas to drive a personalized content strategy