CarMax, a high-integrity customer experience brand known for disrupting the automotive industry, is transforming the customer journey. Over a period of 18 months, the nation’s largest retailer of used cars is transitioning from a 200+ store brick and mortar brand to a full omni-channel retailer complete with delivering cars to customers’ homes. Creating a seamless, omnichannel experience for such a complex customer purchase presents a unique set of challenges – particularly when it comes to modernizing internal technology systems. In order to succeed, CarMax had to reimagine its innovation approach, expediting the process and creating new customer-centric technologies.
This discussion will address:
- CarMax’s use of Product Teams organized around the customer journey to break down the silos between online and in-store experiences.
- The core product development values and principles the company leveraged to drive a culture of innovation and guide effective product development (dual track agile, outcome orientation and market testing approach).
Specific product development examples and lessons learned:
- New progression technologies developed to create a seamless experience between the customers’ web activities, on-demand support provided by remote contact centers, and store employee interactions.
- New Home Delivery product to allow customers to buy a car from home, tested first in one market and the company is now scaling nationwide