Building a Seamless Online to Offline Experience
May. 22, 2023•0 likes•47 views
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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.
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Building a Seamless Online to Offline Experience
- 1. BUILDING A SEAMLESS ONLINE TO OFFLINE EXPERIENCE Susan Stavitzski
- 2. 2
- 3. 3
- 4. 4
- 5. 5
- 7. 7 Technology First
- 8. DeliveringAn Iconic Customer Experience 8 Iconic Customer Experience
- 9. 9
- 10. CONTOSO ALL-HANDS 10
- 11. 11
- 12. 12
- 13. 13 Customer Arrives Check In Vehicle Reviewed Offer Confirmed Paperwork Transaction Complete Total Customer Time
- 14. 14 Customer Arrives Check In Vehicle Reviewed Offer Confirmed Paperwork Transaction Complete
- 15. 15 Customer Arrives Check In Vehicle Reviewed Offer Confirmed Paperwork Transaction Complete 10% 13% 60%
- 16. 16 Customer Arrives Check In Vehicle Reviewed Offer Confirmed Paperwork Transaction Complete 10%
- 17. 17
- 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?
- 19. 19
- 20. 20
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- 22. 22 Test Goal: 50% of customers will use self service check-in Test Results: 57% of customers used self service check-in
- 23. 23
- 24. 24
- 25. 25 First Day Live: 75% customer adoption
- 26. 26
- 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
- 30. Thank you! Let’s connect! linkedin.com/in/susan-stavitzski/ 30
Editor's Notes
- 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.
- Launched our V1