EXPLORE DISCOVER ENGAGE ENGAGE ENGAGE TRANSACT ADVOCATE
Kath is a 39 year old full time mother. She is married to
Keith and has two children Ella (5) and Adam (8). She is
the main shopper for the family and gets frustrated when
she can’t find what she wants. She is a heavy smart
phone user, buys on-line and will download apps to try
and make her life easier. Her family life is hectic with her
husband traveling in a busy job and her kids active in
school activities and sports. Kath wants to spend
weekends together as a family.
Kath wants “to live a healthy life so she can enjoy being
with her children when they grow up.” She wants to eat
better, lose weight and feel good about herself. She feels
uncomfortable comparing herself to the other mothers at
the elementary school. She is determined to change her
current lifestyle. Having been unsuccessful with
magazine advice she researches healthy women and
healthy inspirational websites and has signed up for some
monthly subscriptions on her tablet. She has even
started to pose questions on their websites.
This Consumer Experience Map describes
the art of the possible, based on IBM’s
thought leadership and extensive
Kath begins to explore new healthy food options after a recent physical.
She wants to eat more healthy but has a hard time cooking healthy with
her busy schedule. She begins to search the internet on her tablet and
asks friends about their successes and failures.
While Kath is browsing her local running
club's website, she sees a forum topic about
eating more healthy. Kath creates a post
asking for quick and easy healthy recipe ideas
for her family.
Kath is also interested in health snacks to have in between
meals instead of her normal junk food fix. While Kath is visiting
healthy living sites she sees a banner ad from Global Line
Foods about health snack ideas. Kath clicks through to the
Global Line Foods website that has healthy snack ideas along
with nutritional meal ideas for her family.
While on Global Line Foods' website, Kath sees that if she registers
on the website to get exclusive recipes she will also receive a set of
coupons. The recipes that Kath has previewed sound really
innovative and something she would like to try. Since she is
impressed with what she has seen so far, she decides to register on
Global Line Foods' site.
Later in the week, Kath checks back with the
forum and sees a post by a Global Line Food’s
Ambassador with several recipe ideas. She
also notices several follow on posts by fellow
runners recommending the recipes. Kath
keeps the recipe ideas in the back of her mind
as something she would like to try in the
During the registration process, Kath answers a
few questions about her interests along with
sharing her Facebook and Twitter ids.
Included in the coupons presented to Kath is one for Yogalicious Yogurt
that she would like to try. Kath decides that she would like the
Yogalicious Yogurt coupon that is exclusive to Kroger. While Kath has
shopped at Kroger in the past, her preferred supermarket is Publix. Kath
decides to give Kroger another try.
Kath is asked if she would prefer a mobile or
printed version of the coupon. Kath much
prefers mobile coupons and installs the global
foods application that has coupons and
Later that night, Kath creates a post on her running
club's forum site asking what other runners think
about Yogalicious Yogurt.
While Kath is shopping at her local Kroger she plans
to redeem the Yogalicious Yogurt mobile coupon
that she received from registering on Global Line’s
While in the store, Kath receives an alert about a new
line of Delightful Skillet Sauces that Global Line is
launching that are one aisle over. Kath opens the
app and sees a couple healthy recipes made with the
new line of skillet sauces. The recipes look familiar to
Kath as she remembers these are the same recipes
recommended to her on her running forum.
Kath picks up a couple flavors of new sauces from the
Delightful Skillet Sauce display on their new release
promotion. Kath likes the idea of cooking quick and
healthy meals for her family and is excited to try a couple
of the different flavors that her fellow running club
members have recommended.
Kath and her family are really enjoying
Yogalicious Yogurt and Delightful
Skillet Sauces. She is now purchasing
both on a regular basis and posts
about how great they are on her
running club's website.
Later in the week, Kath receives an email from Global Line
asking her to like Yogalicious Yogurt on their Facebook page
and to share yogurt based meal ideas and recipes.
Later that evening, Kath is browsing the Global Line
recipe app on her tablet about different recipes for
the Toasted Sesame and Garlic sauce that she
bought earlier in the week. She finds a recipe that
she would like to try.
While making the recipe, Kath is confused by the
directions and clicks a button on the app to talk with a
Global Line representative to get help. When the call
starts, the Global Line representative sees the same
recipe that Kath is making and guides her through the
At the end of the call, the representative suggests that
Kath try a newly released Alfredo Lite Skillet Sauce and
offers to send Kath a free sample. Kath is ecstatic and
can't wait to try the new sauce.
Kath is very pleased with the service provided to
her along with such a great recipe. She posts on
Facebook, the unbelievable service she received
from Global Line along with a picture of the dish
The next day, Kath receives an email asking her to provide
feedback on both the recipe and sauce. Being so pleased with
the dish she created, she completes a review and posts it on
both her Facebook and running club forum.
A few months go by and Global Line hasn't detected any new activity for Kath. This
along with an impending Komen race event triggers a new marketing opportunity
for the launch of the new Natura Nutrition Bar line.
Kath receives a SMS message for a promotion Global
Line is planning for a new nutrition bar they are
launching and will be promoting with samples and
coupons at a ‘Komen Race for the Cure’ event
scheduled in Kath’s community.
Kath clicks through the SMS to her personalized invitation in the
Global Line mobile app. Kath sees that if she brings five friends
to the Global Line booth at the Komen event each person will
receive a free box of the new Natura Nutrition Bar.
Kath is really excited for the Komen race and
plans to stop by the Global Line tent with five
of her friends from her running club.
Kath attends the Komen event with
five of her running partners. They all
sample the different Natura Nutrition
Bar flavors and talk to the Global Line
representative about the ingredients.
While in the Global Line booth, Kath and her
friends see a display on healthy recipes complete
Kath and her friends go over to the recipe and
samples section where Kath’s friends register
to get access to coupons and recipes. During
the registration process, they are asked a few
health and wellness questions.
While in the booth, Kath and her friends
sample the top rated recipes with the quick
meal sauces that were posted by
consumers. Kath can't believe that one of
the recipes she submitted has been
Kath and her friends love all the recipes they
sample. At the end of their 'tour', they each
scan a QR code on their phone that takes them
to a web page where they can sign up to have
quick meal sauces delivered monthly. With all
the excitement going on with the event and
catching up with one another, Kath doesn't
complete the subscription order.
Later that evening after arriving home, Kath
remembers that she didn't complete the
subscription order. She pulls out her tablet and
completes the order where she left off.
Kath and her friends have a great
time at the event. They all post
on Facebook how much fun they
had and congratulate Kath on
being selected as having one of
the best recipes!
They also post on their running
club's site their reviews of the
Natura Nutrition bar and their
favorite flavors. Cookies and Crème
is the clear favorite.
Experience Trade Spend AnalyticsMobile Marketing
Personalization Real Time Marketing Micro-Segmentation Direct to Consumer Commerce
Reduced Time to InsightsPositive Brand Sentiment
Improved Channel Sales
Improved Earned Media Improved Brand Enthusiasm Increased Market Share Increased Revenue Improved Consumer Loyalty
Improved New Product
Improved Marketing ROI
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