Redefining Business with Insight and Innovation
In a rapidly evolving marketplace, companies that adopt data-driven marketing and strategically incorporate new technologies gain decisive advantages. SC Storage, a leading name in the self-storage industry, has exemplified this journey. On March 29, 2025, CEO and co-founder Kevin She was invited by Dr. Ken Fong to speak to students of the Professional Certificate in AI-Driven Digital and Social Media Marketing at PolyU SPEED. During this session, he shared how the company laid its foundation with marketing analytics and is now expanding thoughtfully into the AI era to stay future-ready.
Marketing That Connects and Converts
Modern marketing today is rooted in understanding people, not just promoting products. SC Storage has long relied on behavioral data to drive strategies, implement dynamic pricing, and run localized campaigns that resonate with different customer profiles. These approaches improve conversion rates and build brand equity.
A real-world glimpse into this complexity is captured in a frequently asked question: 「老闆租你時昌迷你倉幾多錢呀？」 Many assume self-storage pricing is straightforward, but SC Storage’s model is based on five-layered dynamic pricing logic:
1. Occupancy by location: High occupancy = fewer discounts. At 95%+ utilization, new customers must sign longer contracts.
2. Competitor analysis: Using scraping tools and mystery shoppers, SC adjusts pricing based on nearby vacancy rates.
3. Customer type: Long-term corporate clients receive discounts; short-term renovation clients pay standard rates.
4. Booking urgency: Online bookings are cheapest. Walk-ins needing same-day storage pay a premium.
5. Unit scarcity: Prime locations (e.g., near elevators or with A/C) cost more; often-vacant units are discounted.
This system, known internally as SC Storage dynamic pricing, reflects how deeply data and logic are embedded into operations—far beyond what appears on the surface.
Attribution Modeling + Rack & Stack Strategy
SC Storage leverages a refined Attribution Model to analyze each touchpoint along the customer journey—from Google search to Facebook engagement—and allocates marketing spend accordingly. This powers the Rack & Stack strategy, which prioritizes high-return channels based on lifetime value and ROI, ensuring marketing investments remain efficient and measurable. Regular performance audits further support agility and continuous growth.
Customer Segmentation: Precision in Practice
Understanding customers at a granular level has been instrumental. SC Storage segments its user base into five primary groups—from home renovators to emigrating professionals—and customizes pricing and messaging for each. This precision segmentation enhances retention, value extraction, and overall satisfaction.
Strategic AI Integration
While data-driven marketing remains at the heart of SC Storage’s operations, the company has recently undertaken a strategic expansion into AI. This move aligns with the ongoing evolution of digital business. AI now supports content localization, training simulations, and deeper operational analytics—enhancing service quality and responsiveness. Nevertheless, SC Storage continues to value human engagement, maintaining a dedicated call center to uphold customer experience standards.
Ethics and Leadership in a Digital Era
Amid digital transformation, the company holds fast to ethical marketing practices. Pricing strategies are developed with transparency and internal alignment in mind, while personal branding anchors leadership in authenticity and trust.
Conclusion
SC Storage’s evolution illustrates how businesses can thrive through the synergy of data-led marketing foundations and thoughtful AI integration. Kevin She’s leadership signals a future where insight, adaptability, and ethics together forge lasting value—not just in revenue, but in relationships.
Keywords: data-driven marketing, AI, marketing strategy, self-storage, customer segmentation, attribution modeling, operational excellence, ethical branding, Rack & Stack, dynamic pricing, digital transformation
中文總結
在數碼轉型加速的時代，自助倉企業 SC Storage 的創辦人兼行政總裁時景恒先生應 Dr. Ken Fong 邀請，於 2025 年 3 月 29 日在香港理工大學專業進修學院（PolyU SPEED）的 AI 數碼與社交媒體行銷專業證書課程 中發表演講，分享如何以數據驅動的行銷策略作為業務根基，並配合 AI 時代的來臨，策略性地拓展人工智能應用，打造一個兼具效率與彈性的新營運模式。
SC Storage長期依賴用戶行為數據進行動態定價與地區化行銷，並透過個人品牌建構與社交媒體互動，提升轉化率與品牌信任。Kevin以一句街坊常問的話：「老闆租你時昌迷你倉幾多錢呀？」揭示外界對迷你倉定價的誤解，實情是SC Storage運作著一套五層邏輯的動態定價系統：
1. 根據地區與出租率調整折扣，高出租率減優惠，95%以上要簽長約才能租。
2. 透過網站爬蟲與神秘顧客調查競爭對手情況，客滿就加價，空倉就減價吸客。
3. 按客戶類型分辨長短期，LTV高的公司客有折扣，短租裝修客收正價。
4. 預訂方式與緊急程度決定價格：網上預約最平，即日walk-in最貴。
5. 稀缺性因素也會影響價格，例如近門口或有冷氣的倉位會加收費。
這種結合數據分析與市場敏感度的模式，正正展現了SC Storage經營細緻之處。
在廣告方面，公司運用歸因模型與Rack & Stack預算配置策略，把資源集中在最具回報的渠道，同時透過持續測試提升整體ROI。而在顧客經營方面，企業更進一步地把顧客分成五大類型，實施精準溝通與定價，從而增加客戶黏性與服務深度。
面對AI時代來臨，SC Storage並非一味追風，而是策略性地將AI應用整合至營運當中，例如內容本地化自動化、員工培訓模擬及倉位使用分析等，提升效率之餘仍保留客服人員，以維持人性化服務體驗。
即使技術日新月異，Kevin依然強調道德行銷與誠信領導，確保所有策略既符合商業效益，也對社區與員工負責。SC Storage的發展歷程，正是一個以數據為本，AI為未來的實踐藍圖，展示企業如何在競爭中突圍，建立持久價值與夥伴關係。
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