Case Study: CarMax achieves a seamless omnichannel customer experience with Reltio

For CarMax, all roads lead to a more personalized and pain-free customer experience

CarMax, the automotive retailer, needed a way to unify fragmented data across online, in-store, phone, service, and finance channels to create a seamless omnichannel customer experience. Legacy siloed systems, limited real-time 360-degree customer and vehicle views, and difficult data audits were slowing sales and complicating privacy compliance. To address these challenges, CarMax turned to Reltio and its data unification cloud.

Reltio implemented real-time, 360° profiles for customers and vehicles, connecting legacy batch systems with newer real-time sources across CRM, service, finance, and store operations. The result was a consistent, trusted view of customers, shoppers, vehicles, and VINs, improved data quality and lineage for audits and compliance, and faster, more personalized omnichannel experiences. CarMax also gained more timely analytics and standardized vehicle data to support pricing and merchandising, though the case study does not provide specific numeric ROI or other measurable impact.

CarMax

Shamim Mohammad

Executive Vice President - Chief Information and Technology Officer