CarMax is attempting to transform the typical used car buying experience into by adding a new way for customers to shop, test, and find the car for them.
In October 2016, CarMax launched a home delivery pilot in North Carolina using a one-hour process involving four employees. Findings from the pilot enabled the company to streamline delivery down to a 15-minute process requiring just two employees to drop off the customer’s car. In December 2018, the company launched a “customer experience center” in Atlanta, designed to enable shoppers to buy a car as well as consult over the phone or online without ever having to enter a dealership, and even to test drive the prospective purchase in their own neighborhood.
In an interview with Retail TouchPoints, Jim Lyski, CMO of CarMax reveals:
Retail TouchPoints (RTP): Given that cars are such a high-consideration purchase, one that often needs to be made in person, how has CarMax built a model that boosts shopper confidence about online purchases?
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