There are many opportunities where the online experience can fall apart when moving to in-person. In this session, Susan will discuss the challenges and successes for CarMax over the last few years as they build out a better online and offline experience for their customers.
18. 18
Test Goal:
50% of
customers
will use self
check-in
Opportunity: Customers can only check-in for an
appraisal through an associate.
Hypothesis: By providing customers with self
check-in, we can decrease customer transaction
time.
Demand Test: If we provide customers with self
check-in options, will they use them?
27. 27
“I expected to be able
to do this myself”
“I have more time to help
other customers.”
“That was really easy and fast!”
“I don’t feel
overwhelmed at the
desk anymore”
28. 28
• Self check-in is live at all CarMax stores
• Averages 65% customer adoption
• Decrease customer transaction time ~ 10%
29. Key
Takeaways
Understand the handoff
Get in front of customers
Talk to partner teams
Uncover opportunities Rank the value
Test small & fast Think scrappy
Focus on the overall experience you want to
deliver
29
How many have bought in-store? Familiar flow.
Online? Also familiar.
One big area that is different is the teams who build these experiences.
Online – many of us in this room, product, design, engineering. We focus on the customer journey from searching to shopping to checkout.
In-Store – there are sales, marketing, and operations. Also focused on the flow of customers physically through a location.
How many have bought in-store? Familiar flow.
Online? Also familiar.
One big area that is different is the teams who build these experiences.
Online – many of us in this room, product, design, engineering. We focus on the customer journey from searching to shopping to checkout.
In-Store – there are sales, marketing, and operations. Also focused on the flow of customers physically through a location.
How many have bought in-store? Familiar flow.
Online? Also familiar.
One big area that is different is the teams who build these experiences.
Online – many of us in this room, product, design, engineering. We focus on the customer journey from searching to shopping to checkout.
In-Store – there are sales, marketing, and operations. Also focused on the flow of customers physically through a location.
Now where all this can fall apart is when those two worlds come together.
How many of us have bought something online and then went to a store to pick it up?
It’s so common now.
The concept has been around forever, but it wasn’t until the internet came along in the 2000s that stores started to modernize it and with the pandemic, customers demanded it in 2020.
62% of customers expect stores to have this option.
Let’s talk about Carmax
Carmax is the largest used auto dealer in the US
I’ve worked here for 2+ years
2 really great things about carmax:
Obsessed with technology
Dedicated to driving an ICONIC customer experience
Both online and in-store
Typically when you want to sell your car, you also have to trade it for a purchase
At CarMax, you can sell your car even if you don’t buy ours
To get an offer on your car, you had to bring your car to a store to get an offer
A few years ago one of digital teams said “ we can make this better” – why don’t we put this process online?
So they did.
In early 2021, they launched our Instant Offer tool.
You can go online and get an offer on your car completely online.
