Case Studies
Clients
CarMax
CarMax is the nation’s largest multi-market retailer specializing in used cars with 40 store locations throughout the country. They pioneered the “no haggle” concept of buying a used car. This industry innovation led to many imitators in major U.S. markets.
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Client:
CarMax
Technology:
Windows 2000
ASP
Component Object Model
(COM+)
SQL Server 2000
ASP.Net
Industry:
Retail & Distribution
Service:
Web Design & Usability
The Challenge
CarMax wanted to provide the ultimate car buying experience. They felt that providing customers with research, comparison shopping tools, financial services and a robust, continuously updated inventory would help improve customer loyalty and retention while, at the same time, increase their sales revenue. In order to provide a complete solution to their customers, they needed to overhaul their existing website.
The Solution
Ironworks has partnered with CarMax since June 1999. During this time the site was receiving an average of 275,000 unique hits per month. Ironworks created and implemented the following solutions to help them achieve their retention and revenue goals:
Integration of inventory and information databases to feed Web site content
A searchable database including information from CarMax stores across the country
Incorporation of research tools which include calculators, car reviews and Kelley Blue Book figures
Inventory alerts to indicate when a specific car is available and test-drive scheduling to assist customers with the car-buying process
Integration of the Web site with the CarMax sales infrastructure to turn Internet leads into sales meetings
The Results
Due to the increased functionality of the website CarMax realized the following benefits:
48% of store visitors have been to CarMax.com
83% of visitors to CarMax.com agree that it is “much better” than other auto-related Web sites
64% of all CarMax.com visitors said that their CarMax Web site experience made them want to visit the store
1.5 million unique visitors per month, up from 275,000 in 1999.
Online surveys and tracking for marketing analysis
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