The key to customer care

Poland now has more than 30 mln sqm of warehouse space, of which almost 8 pct is currently empty and waiting for tenants to occupy it. If we add to this the fact that another 2.5 mln sqm is under construction, we have a picture of a growing and highly competitive market. The battle for customers is very evenly matched, with developers offering similar locations, the delivery of class A buildings that fulfil all the essential requirements of this grade of facility, and rental rates at similar levels. This is why it has become so important to build a competitive advantage through providing a positive customer experience – from the communication at the initial sales stage, through the negotiations and the development process, to the post-sale support and ongoing facility management. Such an integrated approach to managing business relationships with customers is the key to ensuring customer loyalty.

Who is the customer?

There are many facets to the customers of logistics parks. The first of is these is the tenant itself – that is, the key decision-maker in the process of obtaining and negotiating a contract. These are the companies that sign new leases or extend existing ones. The second dimension, the importance of which has been steadily growing, are the staff employed by the customer. These are the people who actually use the leased space – the leased warehouses and offices as well as the entire park – on a daily basis. The third group comprises those who play vital parts in the supply chain – the couriers, suppliers and sometimes even the end-consumers. Modern distribution facilities need to be able to cater to the perspectives and expectations of each of these groups in order to meet their needs. The residents of local neighbourhoods and estates are also “customers” who must be taken care of. And a developer can become a good neighbour by being close to what’s happening in the local community and engaging in local initiatives. This also provides important capital when it comes to the further development of a location. In addition to those, there are the local authorities, supervisory authorities, investors, contractors and subcontractors – an entire ecosystem of interconnected stakeholders who play a crucial role in determining the success of the developer.

Moving forward together

Analysing the market data, carrying out research and communicating regularly with customers, all helps when it comes to identifying their requirements and preferences. Prologis is the only developer in the world to have its own research and development department, which has been providing valuable information about the market, rents and trends for years. It also provides crucial knowledge for customers, who can draw up their own growth plans based on the data compiled, often in cooperation with major universities. Such an approach means the developer ceases to be just a supplier of warehouse space, and instead becomes a partner in the search for optimal logistics solutions and in building efficient supply chains. The values held by such companies are also of great importance in this context. Having a commonality of goals, such as the pursuit of zero-carbon, or a commitment to introducing innovations, acts as a strong binding factor in building business relationships. According to Kantar’s Monitor 2023 survey, almost two-thirds of its respondents want to work with companies that more than just offer products or services, but also share their personal values. As many as 80 pct of those surveyed would choose to buy from companies that not only offer attractive products, but that also support the social or environmental causes that are important to them. This is a clear signal that customers expect sustainability. In practice, it means implementing ESG policies across all three areas: environmental, social and corporate governance.

A park not only in name

The multi-faceted nature of customer expectations and the growing competition means that in today’s logistics parks we can find not only high-quality warehouse, production and office space, but also beautifully maintained green areas, rest and recreation areas, and – in Prologis’ parks – even open-air BookBox libraries and sports fields. All this has been provided to make employees feel comfortable, giving them even more reasons to come to work in a happy frame of mind, to integrate, and to engage with their employers. This is why Prologis organises various annual events in its parks aimed at customers’ employees, such as a free bicycle service and preventive tests for skin cancer. Sports competitions are also hugely popular – for example, on the occasion of the opening of a new pitch at Prologis Park Łódź in June last year, the first Prologis Navika Cup Tournament was held, named in honour of the mermaid adorning a spectacular mural on the water tank at the entrance to the park. In addition, bio-parks, beehives, electric car charging stations, bicycle repair stations, automatic public toilets and more all contribute to the creation of a positive customer experience.

Be yourself and let’s talk about it

Customers expect reliable and efficient communication in the right place, at the right time, in the right form, and targeting the right people. The use of different online and offline marketing channels – that is, 360-degree communication, including websites, social media, industry events, publications and advertising – helps to reach and engage all the required target groups. For warehouse developers, it is people – their knowledge, experience and contacts – that are the key to success. That’s why the marketing should give strong support to the leasing (leasing and customer acquisition) and property (contract service and property management) departments in their daily work, providing everything they need to enrich the customer experience and build lasting relationships. This is where openness – the sharing of knowledge and experience, as well as education – comes into play, based on facts, reports and analysis. This allows the customer to attain a better understanding of the developer’s business, motives and behaviour, and, as a result, appreciate the added value it receives under the contractual agreement. This is particularly important in the field of ESG, since more than half of those surveyed for the Sustainability Sector Index 2023 believe that brands are often misleading when communicating their sustainability efforts. Greenwashing must be avoided, but information can be shared about the capex expended, or about the preventive health measures introduced for customers’ employees.

Building an excellent customer experience in the warehousing sector requires the developer to constantly monitor the market, be flexible in adapting to changing trends, and adjust its marketing strategy according to the prevailing business conditions. It also involves a particular way of thinking while managing investments and customer services to ensure an excellent, cooperative experience.

A marketing ninja

Renata Kocemba has been Prologis’ Central Europe marketing and communications manager since 2020. She is responsible for the development and implementation of the company’s marketing strategy in Poland, the Czech Republic, Slovakia and Hungary. Renata has been progressing along her career path at Prologis for more than a decade. She graduated from the faculty of management of the Upper Silesian School of Economics in Katowice and completed postgraduate studies in public relations at the Warsaw School of Economics.