
Strategic Report
Annual Report and Accounts 2022 Big Yellow Group PLC
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Face-to-face interactions also allow us to check the individual customer
moving in matches the identity documents they have uploaded when
checking-in online. From a health and safety perspective, we need our
teams at the store to ensure the stores and customers are operating
safely. They carry out fire-risk assessments, provide additional business
services such as accepting deliveries on behalf of our business
customers, manage occupancy levels and deliver ancillary sales of
insurance and packing materials.
The drive to improve store operating standards and consistency across
the portfolio remains a key focus for the Group. Excellent customer
service is at the heart of our business objectives, as a satisfied customer
is our best marketing tool. We measure customer service standards
through a programme of mystery shopping and online customer reviews,
which are externally managed. Over the year, we have achieved an
average net promoter score of 78.9 from customers who moved in and
moved out of the business.
The store bonus structure rewards occupancy performance, sales
growth and cost control through quarterly targets based on occupancy
and store profitability, including the contribution from ancillary sales
of insurance, and packing materials. Information on bonus build-up
is circulated monthly and stores are consulted in preparing their own
targets and budgets each quarter, leading to improved visibility, a better
understanding of sales lines and control of operating costs.
We believe that, as a consumer-facing branded business, it is paramount
to maintain the quality of our estate and customer offering. We therefore
continue to invest in preventative maintenance, store cleaning and the
repair and replacement of essential equipment, such as lifts and gates.
The ongoing annual expenditure is approximately £40,000 per store,
which is included within cost of sales. This excludes our rolling programme
of store makeovers, which typically take place every five years, at a cost
of approximately £20,000 per store.
Demand
Demand for self storage is largely driven by need, with security,
convenience, quality of product, service and location being key drivers.
Awareness remains relatively low compared to commoditised products, such
as hotel rooms or airline seats, albeit it is increasing slowly year-on-year
with increased supply, marketing expenditure and customer use.
We are confident that we benefit disproportionately from this improving
market for our product, due to our market-leading brand and operating
platform with our focus on London, the South East and large
metropolitan cities.
Customers renting storage space whilst moving within the rental or
owner-occupied sectors represent 41% of move-ins during the year
(2021: 39%), split approximately 65/35 between homeowners and
renters (2021: 60/40). 12% of our customers who moved in took storage
space as a spare room for decluttering (2021: 13%). 34% of our customers
used the product because some event has occurred in their lives
generating the need for storage; they may be moving abroad for a job,
have inherited possessions, are getting together, or separating, are
students who need storage during the holidays, or homeowners
developing into their lofts or basements (2021: 34%). The balance of 13%
of our new customer demand during the year came from businesses
(2021: 14%).
Of our overall occupied space today, customers who are longer stay
lifestyle users, decluttering into small rooms as an extension to their
accommodation, occupy 10% to 15% of our space; approximately 50%
of the space is customers using it for less than 12 months, for reasons
which are largely event driven, which could be inheritance, moving in
the owner occupied or rental sector, home improvements, travelling;
the balance of 37% of our space is businesses. Businesses occupy
larger rooms on average than domestic customers and, despite being
in 37% of the occupied space only represent 21% of customer numbers.
Over the past few years, there has been a growing trend towards
self-employment and smaller business start-ups in the UK, dynamics
that are positive for self storage. Additionally, businesses in the UK have
been increasingly seeking flexible office and storage space rather than
longer inflexible leases. The current crisis has accelerated the structural
changes in retail that were already occurring, resulting in more demand
from online retailers looking to trade without a physical high street
presence. The deindustrialisation of big cities with the conversion of
commercial space into residential and other uses, is also a driver for demand
from the SME market seeking flexible warehouse space. We believe that
these long-term trends will continue to drive demand for our product.
The Group has previously commissioned an external survey to assess the
value the average Big Yellow store generates for its local economy to assist
our discussion with local authorities around planning. Key highlights were:
• the average store is home to 105 different businesses who between
them employ 300 people as a direct result of their occupation;
• 60% of the businesses that occupy our stores are start-ups who have
never rented space anywhere else before; and
• For over half of the businesses, this is the only space they rent,
for others this complements their other space.
Given the growth in homeworking over the past two years, this trend of
businesses choosing to operate without needing the expense of office
space may increase. Furthermore, increased homeworking in general
may result in domestic customers taking small rooms to declutter and
create space for home offices.
We have a dedicated national customers team for businesses who wish
to occupy space in multiple stores. These customers are billed and
managed centrally. We have four full time members of staff working on
growing and managing our national customers. The national customers
team can arrange storage at short notice at any location. In smaller
towns where we do not have representation, we have negotiated
sub-contract arrangements with other operators who meet certain
operating standards.
Marketing and Operational Review (continued)