According to the CarMax Annual Report, 90% of their customers who purchased from them had visited their website or mobile app, and they are committed to providing the same customer experience as they have always been received in stores. . (CarMax, Inc., 2016) To do this, earlier this year, CarMax announced the creation of its Digital and Technology Innovation Center (CarMax, Inc., 2016b), where its employees will work on developing new features for applications and platforms. improve the CarMax purchasing experience, in a start-up type environment. (Jonathan Lacoste, 2016)Historically, CarMax had used mass marketing, such as mass distribution and promotion, to increase its brand value. Now, with the CMO’s vision, they have a great opportunity to create value through a personalized experience using analytics. Use information provided by customers through a website or mobile app to help them have a better personalized experience. These days, customers do a lot of research online before coming to a store and use that information, keeping the cars they're looking for ready when they arrive at the store. This customization gives CarMax a big boost. (Eric Krell,