PROFILE

Evan Snively

Loyalty Strategist, Maritz Motivation Solutions
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 100 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 offers: www.maritzmotivation.com

For the Tiger fans: everytrueson.com
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  • Posted on: 05/16/2018

    Can retailers find riches at sea?

    Hotel is an interesting one for sure. Obviously the Vegas hotels with their giant footprints and blurred lines between entertainment and shopping are the archetype there, but not all locations will be able to imitate at that scale. Ralph, I'm interested to know if you see opportunity for this with airlines themselves to benefit as opposed to just the airports?
  • Posted on: 05/14/2018

    7-Eleven Launches first augmented reality in-store experience

    The 7-Eleven + Deadpool partnership certainly is a fit. If this campaign is successful, I would anticipate future Marvel + 7-Eleven promotions. I'm glad to see that they are incorporating the 7Rewards bonus points into the experience as it gives some more longevity to the impact -- a user might download then delete the app if it was stand alone, but when points are involved people are more reluctant to remove. Would love to know how many new users they have signed up due to this AR interaction.
  • Posted on: 05/09/2018

    Uber isn’t going along on Walmart’s online grocery ride

    I understand that the home is the last private refuge, but how is there any more concern for letting "any guy in his car" drop off a delivery at your house (like every delivery service) than there is for the business model of people willingly getting into said "any guys" car and letting him drive you where you want to go? If there was concern on the vetting process, Walmart could have easily put into place a "Walmart Delivery Certified" program or background check that Uber and Lyft drivers needed to pass. I think this move was solely a financial one.
  • Posted on: 05/08/2018

    Starbucks and Nestle make a global coffee CPG deal

    I definitely see the benefit to Starbucks being able to take advantage of Nestle's global infrastructure. Nestle definitely has more of the leg-work role, but surely has a nice upside as well. Starbucks doesn't neglect their physical locations so the decision to put proceeds into buybacks and dividends isn't exactly bypassing some greater need. Totally fine with keeping the investors happy. Can't wait for the $500 limited-edition "Starbucks Green" Nespresso machine to be released just in time for the holidays as well.
  • Posted on: 05/07/2018

    Shake Shack ends cashless experiment

    Agreed Phil, I think there is a happy medium where kiosks are the first offering, but there is also a line where people can interact with a human if they would prefer. If businesses can design their kiosk experience to have a clear advantage for the customer over the human experience (i.e. faster, less errors, etc.) than people will continue to adapt.
  • Posted on: 04/26/2018

    Are syndicated product reviews good for retailers?

    If a company isn't set up to accumulate original reviews and they find themselves with a high bounce rate on product pages where users should be converting, but instead might be leaving to do further research, then taking a look at syndicated reviews is worth a shot. My company used BazaarVoice for a bit, but we came across issues with reviews that were specific to the original outlet purchased from and out of context on our sites which was a contributing factor to dropping that partnership. I will say that I do not think a company should ever use syndicated reviews acquired from third parties on their own site when selling their own products.
  • Posted on: 04/25/2018

    UPS partners with retailers in launch of Groupon-like rewards program

    There's no question that there is a value-add for the merchants who will be able to advertise relevant deals. From the receiver's standpoint, I wonder if there will be a strong enough tie back to the UPS brand with how the deals are presented or if they will just thank Macy's for strategically placing a good deal in front of them, like any other targeted banner ad. Ancillary revenue stream for UPS, yes. Loyalty driver, doubtful.
  • Posted on: 04/25/2018

    UPS partners with retailers in launch of Groupon-like rewards program

    One major flaw with this structure is that the majority of users of the UPS My Choice platform are utilizing it because they are on the receiving end of a package as it: "enables customers to receive estimated arrival and progress alerts, sign for packages in advance, set vacation holds or change delivery addresses." They are not the ones making the purchase decision to ship through UPS, so from a UPS repeat customer standpoint the loyalty upside play is limited.
  • Posted on: 04/24/2018

    Will Prime members give Amazon the key to their cars?

    I have never personally had a package stolen, but I live in a suburban area with a lot less accessibility than most. For metro area dwellers who trust Amazon both options sound reasonable - though I would greatly prefer the car. If I did allow access to my home my first purchase would probably be a suite of Ring home security products, so -- well played Amazon, well played.
  • Posted on: 04/19/2018

    What makes a great loyalty marketing professional?

    For me it boils down to 3 core components: TIME – To reiterate Mike’s first point in the article, this is a full time position. Adding loyalty program ownership to someone’s already full plate (especially if not explicitly asked for) is a good way to ensure it does not get the attention needed for success. CROSS-ORG APTITUDE – There are so many inputs to consider: marketing, technology, data collection, ROI modeling – the list goes on and on. The leader of a loyalty program must be wired to understand ALL areas and how they weave together. CX KNOWLEDGE – At the end of the day, the purpose of this role is to strengthen the bond between brand and consumer. Whether a candidate is from the inside or outside, a thorough understanding of the brand’s specific CX is vital. (A baseline in behavioral science to help answer “why are they currently acting this way and how can we implement change” doesn’t hurt either.)
  • Posted on: 04/19/2018

    What makes a great loyalty marketing professional?

    Agreed whole-heartedly on Lyle’s point that they must be a dynamic personality and hold a valued voice in the organization. Otherwise, roadblocks will mount and something that should take 6 weeks to execute will take 6 months, which is demoralizing to all parties involved.
  • Posted on: 04/17/2018

    Has Google found a formula for undercutting Amazon’s product search advantage?

    Interested to see how many people on here use an Echo vs Home -- and for those who use an Echo, would this solution ever get them considering moving to the Google ecosystem? My assumption is that the answer will be pretty one-sided....
  • Posted on: 04/13/2018

    Will electric vehicles prove a bane or a boon for c-stores and energy drinks?

  • Posted on: 04/13/2018

    REI lifts the sustainability bar

    This is certainly on brand for REI, which is why it will be embraced by its outdoor-centric consumers and acceptably received by its vendors (because consumers of these brands will be looking for this type of initiative from the company regardless of distribution channel). I'm not certain this type of hard line will work for other genres of retail where the end-consumer isn't already aligned to the mindset, though I sure do wish more would try!
  • Posted on: 04/12/2018

    Will a mobile game and free pizza combo deliver sales for Domino’s?

    When taking on "gamification" this app-game approach is about as basic as it gets. Hopefully the novelty will achieve the goal of raising awareness of the loyalty program (which I am assuming is Domino's end goal). Reading reviews of the app is a reminder though that there is a fine line between creating a challenging experience (leading to a greater sense of pride when completing) and a frustrating experience (creating a negative brand interaction). Looks like this particular app might fall to the latter. With a lens at the take-out or made-to-order foodservice industry, I think there is an opportunity to engage the consumer in store during the usually mundane period when they are waiting for their food, i.e. if you know that the average person waits 5 minutes from when they place their order to when their food is ready, create a brand experience that will engage them for approximately that period of time, instead of having them aimlessly moseying through their phones waiting to hear their name called.

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