If you own or mange a car dealership, or even multiple car dealerships, chances are you cannot compete with the amount of research dollars being spent by an organization like CarMax.
The following statement was crafted after reading details from a publicly available CarMax document entitled CarMax Strategy Teams.
“CarMax was founded upon the desire to give consumers a different kind of used car shopping experience, one that is easy and offers peace of mind instead of headaches and anxiety. Their Consumer Insights team helps guide strategies that continue to build a “world-class” customer experience at their stores and encourage customers to do business with and become loyal advocates of CarMax. They do this by conducting customer research and analysis and continuously monitoring and communicating customer perceptions surrounding the CarMax experience.”
So.. it doesn’t take a genius to realize latest trends in consumer vehicle shopping for pre-owned vehicles is easy to find… simply look at the latest 3 television commercials being shown by CarMax. All three are presented as the “Bright Side to Buying” theme and they are:
- The first commercial has no given additional statement or theme.. It states “The Bright Side of Car Buying” only. This commercial implies that they are easy to do business with.. no gimmicks… and when you interact with them it will be with an employee that is consumer friendly who will treat you like a real person.
- The Bright Side of Car Buying “Time Saving”. This commercial implies that the car shopping experience at CarMax would save you a LOT of time compared to what you would expect. This is an area that I will expound upon later in this blog post because Key and Car Tracking software is very similar to the software used by CarMax to accomplish what we do… save lots of time!
- The Bright Side of Car Buying “Worry Free”. This commercial talks about allowing the consumer to drive a car by themselves… buy the car… and have up to 5 days to return it hassle free.
All 3 of the CarMax commercials can be viewed here:
Let me summarize this for you. If you visit a CarMax dealership, there are no gimmicks and you will interact with an employee that is consumer friendly and well trained, you will save a lot of time during the buying experience, they trust you to drive the car by yourself, and you do not have to worry when buying a car because you can return it in up to 5 days.
As of the date of this blog, these series of commercials are still being aired on major television networks. These commercials 1st aired 3 months ago.
To those of you that are reading this blog post… You now know what the extensive research of CarMax proves consumers are expecting of a car dealer. And realize too, you didn’t have to spend all the research dollars to understand this. Thank you CarMax! and thank you Key and Car Tracking for writing this article. LOL
Time Savings – Obviously Important / Key and Car Tracking can Help!
A few months ago an ex employee of CarMax was engaged in a conversation with a close friend of mine. My friend was explaining to him how Key and Car Tracking software accomplishes the goal of allowing staff at a car dealership to quickly locate both the key and vehicle that a customer wants to test drive. It turns out the ex-employee of CarMax sole full-time job was to operate CarMax software for doing the exact same thing we do. So.. my friend setup a meeting for all 3 of us to get together to compare my software to the CarMax software that he was used to using. The reason for this was that this ex-CarMax employee wanted to consider becoming a representative for Key and Car Tracking.
We determined after this meeting that there were many similarities between their software tool and mine. However there were a number of key differences. We all 3 agreed that Key and Car Tracking software delivered a more cost effective solution due to no dedicated staff is required to operate the KeyNCar solution. Couple that with the staff accountability feature and you could see that Key and Car Tracking clearly stood as a more robust solution for any car dealership. It was explained to me that CarMax invested millions of dollars to develop this product with the sole purpose of saving time locating the vehicle and key.
Again to summarize. CarMax spent $millions of dollars to develop a product to save time locating the vehicle and key of a car that a consumer was interested in test driving. CarMax then spends considerable money on a dedicated full-time staff to operate this software tool so that vehicles and keys can be quickly located. CarMax does all this because they know that consumers do not want periods of waiting time in purchasing a vehicle. Key and Car Tracking has a software product that is better than what CarMax uses.