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: 07/23/2019

    How long is the customer journey?

    I agree with the previous comments that this question (as can be shown by the wide variance in answers) is much too broad. Industry or product specific research would be much more helpful, and if I were running it I would be interested to see if there was a difference in the shopping cycle based on where the journey began - i.e. do consumers who begin their interactions on social channels have a quicker turnaround time than those starting from search engines or in-store?
  • Posted on: 07/16/2019

    Can GameStop become the go-to place for the gaming lifestyle?

    Mark, your third point is critical - "the community is strong and growing." And if I may add, "and changing." While GameStop certainly should be trying new approaches with their brick-and-mortar stores, they would be unwise to only focus on their distribution as a means to sustain business. If they are to exist in five years, there will need to be a more fundamental evolution to the services they provide.
  • Posted on: 07/09/2019

    Will a worker walkout put a kink in Amazon’s Prime Day results?

    This protest will only influence Amazon long-term as much as its impact is felt by its customers. With ample time to react to cover a 6 hour stint, I would think that means the ripples for this demonstration will be almost non-existent. Still, this type of employee sentiment is one that should not simply be brushed under the carpet by Amazon.
  • Posted on: 06/25/2019

    Toys ‘R’ Us prepares its American comeback

    If the stores consist of just rows and rows of products that essentially provide the same, but arguably a worse, experience than online -- than no, this won't be a successful comeback. Hopefully they are using their six store rollout as a testing grounds for in-store innovation while they also rebuild their online presence. No need to build-out 100 stores right from the get go. Fingers crossed Toys "R" Us can regain the magic it once held!
  • Posted on: 06/24/2019

    REI scraps mail order catalog to publish a magazine

    A few thoughts here:
    1. Becoming a content creator makes sense for REI given their market position and brand mission.
    2. I'm not sold that no in-home print communication is the way to go, though I will agree that full blown catalogs hold a lot less power than they used to. REI is a brand that *should* be able to execute highly segmented and much smaller mailers to its target customers based on past purchase behavior, demographics, and activities of interest. I think the trust is there with their brand too, where customers would be willing to provide more detailed information to REI if they asked for it.
  • Posted on: 06/17/2019

    Shake Shack founder says, ‘Do it. Don’t talk about it (sustainability initiatives) until asked.’

    I totally understand Danny's sentiment, but might disagree slightly. I go with "talk, don't brag or preach." Conversation and awareness is important for establishing social norms when it comes to sustainability. This is especially true for large players, whose policies have the ability to influence a much wider shift in behavior for their industries.
  • Posted on: 06/14/2019

    Will empathy training take Walgreens to a new level?

    Providing employees empathy training of any kind never hurts the brand's standing. Though I feel like more often than not it is actually the customers who really could benefit from that kind of training....
  • Posted on: 06/13/2019

    Can GameStop reboot itself?

    GameStop as it exists today is no longer a viable business model. That being said, gamers create an extremely unique and passionate community so I think there is certainly a path forward if they can figure out the right way to reposition their physical space and engage their customers in a more regular cadence. This would be a fun one to work on with imagination being the limit and not much to lose given their current trajectory.
  • Posted on: 06/10/2019

    Should CMOs be more prevalent on retail boards?

    I would expect most people in this community have a vested interest in the answer being YES give marketing a bigger seat at the table -- and rightfully so. But the timing is also right, as the world of what is possible via marketing and expectations of consumers with how they interact with brands has drastically changed over the past 10 years. No longer can board members slide by with their skin-deep, secondary exposure to the practice of marketing. Trying to direct a business today without the consultation of someone who is intimately connected with a deep understanding of this ever-changing world is a recipe for a fast and furious fall from grace.
  • Posted on: 06/10/2019

    Should CMOs be more prevalent on retail boards?

    Well said Ian! (*millennial me inserts clapping emoji here*)
  • Posted on: 06/07/2019

    Macy’s balances plusses and minuses of free shipping to loyal customers

    Managing expectations is huge. As consumers we know there is a cost to shipping but Amazon's proficiency can cause us to get amnesia. Even if brands do decide to absorb the shipping cost, they might consider still showing what that cost would have been (crossed out) to remind their consumers of the benefit that they are receiving courtesy of the brand. Just because something is table stakes doesn't mean it needs to lose its value.
  • Posted on: 06/05/2019

    Are Wegmans, Giant Eagle and Tops wise to drop in-store childcare?

    Agreed Lauren - I have two boys (3 and 1) and apart from not wanting to traumatize the store staff with their rambunctious behavior, I simply don't feel comfortable utilizing services in places with which I am unfamiliar. An every day gym where you know the staff is one thing, but a once a year drop off at IKEA is totally different. (And surprisingly, I actually really enjoy shopping with my boys and having them interact in-store with me.)
  • Posted on: 05/29/2019

    What’s the secret to driving emotional connections with customers?

    Simply having access to data is not enough, nor is having a staff who is ready and willing to utilize that data to improve a customer's experience. You need both and, most importantly, a system that allows you to derive insights from the vast ocean of information which it is all too easy to be overtaken by. Though slightly counterintuitive, I'm a firm believer that AI is a unique and underutilized key to delivering an emotional connection with customers at scale. However be guarded that Artificial Intelligence is only as good as the human intelligence that created it. Finding talent that can marry the two sometimes seems like a quest for the Holy Grail, which is why most brands have not successfully ventured into the space ... yet.
  • 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.

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