The auto industry has been slow to adopt modern retail practices. CarMax is looking to change that. The brand is expanding its online-offline car shopping program, so that consumers can do the brunt of their research and purchasing online.

“We realized we could offer something new to our customer based on what was happening in broader retail,” said Jim Lyski, CarMax’s CMO who joined in 2014. “Today’s customer has a completely different set of expectations.”

RSR cofounder and Chief Strategist, Alex Lirtsman, weighed in on the shift for Digiday.

“In this industry, there’s been a large disconnect between what’s happening online and in the retail space. Now it’s about updating, integrating the same high-level experience, and being able to have conversations across both of those channels.”

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