The digital strategy of CarMax aims to enhance brand image, gain customer loyalty, and target car buyers through a focused phone app. This app will streamline the car buying process with features like model selection and price comparison. The initiative is projected to have a cost of approximately $37,700, with significant long-term revenue potential due to the convenience it offers to the majority of smartphone-owning American adults.

1. •Digital Strategy of
CarMax
by Qiu Du

2. Goals
 Gain first impression
 Gain loyalty
 Establish brand image

3. Target Audience
 People who needs a car
 People who wants to replace his/her car
 People who cannot decide what to buy
 People who wants the best deal

4. Strategy
 The whole stragety will be mainly focusing on our phone
app

5. Phone App

6. Phone App
 To speed up the processes for customers to have an
understanding of what we are, or who we are
Three start options: “Make& Model, Vehicle Type, and Price.”
Representing brand image

7. Slogan
 "Start Here"
 "The way car buying should be"

8. Cost
 Approximately “$37,700”
 Low cost, comparing to the long-term revenues that would
be generating from future cash flows.

9. Benefits
 To spread out the words
 Convenient for customers who do not have time
 90% of the Americans adults own a smartphone.

10. Reference
 www.pewinternet.org/fact-sheets/mobile-technology-fact-
sheet/
 http://howmuchtomakeanapp.com/estimates/results