PROFILE

Evan Snively

Loyalty Strategist, Maritz Loyalty
Evan Snively is a Loyalty Strategist in the Customer Loyalty division of Maritz Motivation Solutions, the premier full-service solution provider in the loyalty industry. Maritz partners with brands including Southwest Airlines, Marriott, HSBC, US Bank, Caesars, Konica Minolta, and Purina by helping them attract, engage, and retain both customers and employees. Today more than 200 million people participate in Maritz client programs. In his role, Evan takes a science-based, data-driven approach to develop his clients’ structured loyalty programs as well as consulting on the broader UX in order to build sustainable growth in customer lifetime value, turning consumers into passionate, permanent brand advocates. He is also the co-founder of Every True Son, a licensed apparel company that serves the University of Missouri. Personally, Evan is loyal to a number of brands, including Spotify, Patagonia, and any restaurant that serves a good sweet tea. He has a degree in Economics from Loyola Marymount University and currently lives in St. Louis, MO, with his wife, two sons, and Great Dane. For more on the services Maritz Loyalty offers: https://loyalty.maritz.com For the Tiger fans: www.everytrueson.com
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  • Posted on: 05/16/2019

    Why does loyalty program ROI remain so murky?

    I agree that growth and retention are usually the primary goals, but today more than ever data acquisition is vying for a top spot. And if your loyalty team is not set up to nimbly leverage the data you are acquiring, you need to rethink its composition. As for the most valuable metrics, results from the 2019 Maritz/Wise Marketer Loyalty Study found that when consumers were in a brand’s loyalty program 82 percent are more likely to purchase more frequently, 69 percent are more likely to read/respond to communications, and 52 percent say the chance to earn influences them to flip a mental switch and actually ignore offers from competitive brands. In short - frequency, engagement, and insulation. Those are major pieces you should be looking to achieve and measure from your loyalty program. And understand that not everything is going to be measurable - that is OK. Aspects of the program that occur further down the funnel like calculating the cost per point issued in a credit card program will have a very clear line of sight into the ROI, but aspects that occur on the outer rings like a continual social media presence might not have as direct of a correlation. In the long run, it's often those that can’t be measured in dollars and cents that lead to a more emotional and lasting (some would even say loyal) relationship between consumers and brands.
  • Posted on: 05/14/2019

    Is the gig economy sustainable?


    Well said Cynthia. And unfortunately as long as there are people still willing to work jobs, no matter how underpaid or seemingly taken advantage of those workers are, our free market economy mindset basically gives the green light to keep giving those brands business without requiring us as consumers to give it too much thought. Why should I care about sorting out the problem, when I am benefiting from the way the current system is set up?? If conditions are really unfair then employees will simply leave, causing employers to change their models, but the reality is always so much more complicated.
  • Posted on: 05/13/2019

    Petco opens in-store kitchen for pets

    On the upside, at least I know that my dog would enjoy and appreciate his $12 meal more than my three-year-old son does his ridiculous $12 cheese quesadillas when we go out! This partnership seems like a great grab for JustFoodForDogs, but honestly it would be a huge disconnect at my local Petco. Yes Petco needs to focus on improving their in-store experience, but putting in a state-of-the-art kitchen for dogs in seems like putting 20" chrome spinners on your 1995 Dodge Caravan -- there is a lot of other baseline work that needs to be done first.
  • Posted on: 05/08/2019

    What can we learn from the Fisher-Price Rock ‘n Play recall?

    As a parent who has recently used this product for my two boys, hearing about the repeat tragedies makes my heart break. We used the Rock 'n Play when my boys were younger than three months old and did so knowing of the suffocation hazard if they were to flip. But as a parent even if you are hyper aware and cautious, pretty much everything holds some kind of risk for little ones - and there are so many products in the market that parents will be using for the first time - so it becomes extremely difficult to discern what level of serious risk a product holds. Which leads me to my point - it shouldn’t be the parents' responsibility to have to sort that out. If a product is in question like this one had been for such a long time, it needs to be taken out of market (or redesigned). It simply is not fair to families to ask them to be the risk assessors on products that are readily available at every retail store that caters to childcare needs.
  • Posted on: 05/08/2019

    Will Walmart’s new online pet pharmacy and vet clinics draw more pet parents?

    Walmart instantly becomes a player in any market, especially one like this that they already have a solid presence in. And while I see massive opportunity for them, I don’t foresee that Millennials will make up a huge percentage of Walmart’s vet/pharma business.
  • Posted on: 05/06/2019

    Will a strategy built around changing people’s lives transform Lululemon’s business?

    Lululemon knows they are in the pole position and instead of marketing with a value prop, they are doing so with a values alignment. By doing so they are providing their existing customers the channel and incentive to outwardly identify with Lululemon as a brand, making them less susceptible to competition down the road.
  • Posted on: 05/03/2019

    Do urgency tactics used by online retailers amount to marketing deception?

    Certainly, marketing likes to push the envelope and tapping into the ever advancing understanding of human psychology must be done with some caution ... but that being said, I can't recall ever reading a product review that said "I only bought this because 10 other people were looking at it and now I realize that a suboptimal decision. I've been bamboozled!" So fair game, unless the tactics are legitimately using fake information.
  • Posted on: 05/01/2019

    Will Americans eat a direct-to-consumer cereal brand for breakfast?

    Clearly a cereal that is targeted at adults (and likely those without kids), so selling 4 boxes at a time to customers who are buying for themselves or maybe 2 people in the household seems to be a disconnect. It puts consumers in a tough place -- eat the cereal every day and get burnt out on the repetitive meal, or have it occasionally and let it get stale. That said, I can see this brand gaining popularity in very niche groups and up-scale/hipster breakfast joints, but I don't see mass market success in its future.
  • Posted on: 04/24/2019

    Should retailers promote brand backstories?

    Of course they should, and while consumers might not latch on or outwardly promote the story as much as they might for a “local treasure” they feel a duty to spread the word about, it will still increase the relational connection and give brands a leg up on competitors without such backstories.
  • Posted on: 04/22/2019

    Why is Petco doubling down on same-day delivery with Shipt and Instacart?

    I wonder how some of the major brands feel about this, since in-store is an opportunity to sell impulse treats, etc. Not to say that the same can't be done via e-commerce but it shifts the emphasis from packaging and shelf-placement to banner placement, recommended products, and digital assets. It might also solve their hurdle of effectively passing along shipping costs because there is quite a difference between a delivery driver tossing a 30-pound bag in their trunk vs. sending that same 30-pound bag individually through USPS or FedEx.
  • Posted on: 04/19/2019

    Will a healthier Wawa be a more successful Wawa?

    Haha - every smoothie is "Instagrammable" if you are desperate enough for attention I suppose ...
  • Posted on: 04/17/2019

    Will livestream shopping take off in the U.S.?

    Livestream shopping can and will find its place with U.S. consumers. Influencers will no doubt be huge and for brands utilizing them this will be a positive as there will be a really clean way to measure the success of ones reach beyond likes. I know Facebook is working on their "shopping mode" so the real question is - when will RetailWire start making logoed merch it can start slinging during BrainTrust Live sessions!!
  • Posted on: 04/16/2019

    Why is Five Below a step above?

    Rich, I have had a similar experience shopping for/with young ones in my family. Quick adaption to trends (I realize how out of the loop I am from what's "cool" every time I visit with my 8-13 year old cousins), rotating merch, and just the overall depth of options make every experience unique. You never feel like you are walking into the same store twice with Five Below visits!
  • Posted on: 04/15/2019

    Is Bed Bath & Beyond smart to draw the line on coupons?

    This initiative seems to be clashing a bit with the value prop of their BEYOND+ membership program. Perhaps they will decide to phase this out too OR use declining coupon distribution as a way to get more people to sign up and pay the fee so they can collect cleaner data. Either way - getting away from that 20 percent crutch will be a monster lift.
  • Posted on: 04/11/2019

    Amazon Go doesn’t want to leave cash on the table

    This is a very tricky debate. The unintended discrimination argument is valid, but no one ever chastises e-commerce sites for not accepting cash...because that's just the way that specific channel needs to work. Why not let a cashless retail channel exist as well? The market will adapt as there will always be companies who are more than willing to pick up the sales from customers who feel ostracized.

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