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Agenda & Speakers

Data and Personalization Drive the Journey; How Carmax is Evolving to Meet Customers Whenever and Wherever They Want to Shop

Even as the largest used car retailer in the U.S., CarMax is constantly striving to improve the customer experience. It’s no longer enough to be the best in your given vertical, since customers now compare brands across industries. This means that even a market leader must disrupt their thinking and employ cutting-edge technologies to meet evolving customer expectations and deliver an unparalleled experience. In the case of CarMax, the company is focused on leveraging data and personalization to deliver a seamless experience between digital and brick-and-mortar.  
While nine out of 10 CarMax customers start their research online, almost all of them finish in a store. And research shows that today’s car shoppers expect to be “wowed” with a personalized and seamless experience from start to finish. That’s where CarMax’s data advantage comes in – the brand is focusing on leveraging its vast amount of data to personalize the shopping experience for each customer, and deliver as much or as little of the car buying experience online as the customer wants.
Join CarMax, CMO Jim Lyski, to learn how CarMax is leveraging data and the agile product organization of Silicon Valley to drive customer experience and loyalty.

Key Takeaways:
- The importance of high touch, transparent e-commerce for large purchases and how a singular brand experience is essential for omni-channel retailers

- Personalizing the shopping experience across the customer journey, including research phases and in-store shopping and purchase

- Ensuring you have an internal structure to drive innovation, including the right people in the right roles to enable agility  


Jim Lyski, EVP and Chief Marketing Officer, CarMax

For more than 20 years, Jim Lyski has led brand management, marketing strategy and enterprise analytics for national consumer and B2B brands. With a focus on product development and innovation, Jim has successfully led several companies through digital transformation initiatives. Jim serves as CMO and executive vice president of CarMax, the nation’s largest retailer of used cars, and leads the company’s product and marketing functions. In 2017, Jim was recognized as one of the top 50 CMOS in retail by Hot Topics and Syniverse.

Prior to joining CarMax, Jim served as CMO for The Scotts Miracle-Gro Company, where he led all brand responsibilities, including global innovation, product development, advertising, packaging, and pricing. Prior to Scotts, Jim was CMO at Nationwide Mutual Insurance Company, responsible for corporate strategy and marketing, brand management, advertising, and communications. In addition, Jim has held marketing leadership positions at Cigna Healthcare Inc. and FedEx Corporation. 
Jim received his MBA in Marketing and BS in Journalism and Advertising from the University of Oregon. He serves as a trustee for the Wexner Center Foundation. 

Agenda Overview

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