PROFILE

Evan Snively

Loyalty Strategist, Maritz Motivation
Evan Snively is a Loyalty Strategist in the Customer Loyalty division of Maritz Motivation, the premier full-service solution provider in the loyalty industry. Maritz partners with brands including Southwest Airlines, Marriott, IHG, HSBC, 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://www.maritzmotivation.com/expertise/loyalty For the Tiger fans: www.everytrueson.com
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  • Posted on: 11/15/2019

    Is the environment Amazon’s Achilles heel or opportunity?

    Most consumers know that their purchasing habits could be altered to make them more environmentally friendly, but there is so much inertia with the norm that it’s very difficult to translate that into action (as shown by the “environmentally woke Millennial” stat above — which made me chuckle and I really want to know how that segment was identified.) Making consumers aware of the actual, measurable impact their purchases have would be a noble undertaking for a brand, especially if they give customers a way to reduce that impact. (I like the MIT example, though wish conversion for waiting one day was more than 60 percent.) They just need to be careful not to frame a slightly more efficient path as a net positive for the environment.
  • Posted on: 10/29/2019

    Will six fewer holiday shopping days matter to retail performance?

    2013 was the last year Thanksgiving fell on the 28th, and it fell on the 27th in 2014. While how consumers buy certainly has shifted significantly in the past five or six years, retailers should be able to draw insights on what to expect from the past. I agree with Carol and Target that BOPIS is going to be a major factor for consumers purchasing in December.
  • Posted on: 10/25/2019

    What does artificial intelligence mean for loyalty marketing?

    I'm not sure it's the technology that is showing limitations, but more commonly it is the practitioners lacking imagination on how to best leverage it. Part of that comes from treading into new waters and not fully knowing what could be possible, but one thing is for sure - that problem won't be solved by sitting out on the sidelines. Loyalty marketing, with its long-term orientation, is the perfect sphere for utilizing AI. On the topic of achieving true 1:1 personalization, a major goal of loyalty marketing is helping customers feel part of the brand community - so while many brands today are losing sleep over the arduous task of customizing every touchpoint, they must not lose sight that it is still critical that they create an environment where customers can say to brands "I like what you are." Not what you are trying to be to me, but what you are. When that identification happens consumers will respond by actually personalizing themselves to the brand, and a loyalty marketer's job becomes just little bit easier.
  • Posted on: 10/22/2019

    What should retailers do when brands post fake reviews?

    I don't think the FTC's decision is going to tip the scales one way or the other for a brand. It will cause some brands to reign in and sharpen the elusiveness of their practices, but it's doubtful that it will cause anyone to stop (outside of maybe some brands that are direct competitors in Sunday Riley's space).
  • Posted on: 10/11/2019

    Google Shopping gets an upgrade

    At first blush price tracking seems to be the most wide-appealing consumer feature which Google will be able to do a lot with as people identify future purchase intention. The Episerver insight about Google still holding the edge in the "inspiration" department is the real opportunity. Amazon has a death grip on repeat commodities, but there is still great opportunity for Google to win the aspirational purchase war. Short of buying and integrating Pinterest - placing emphasis on this functionality of their brand experience is smart business.
  • Posted on: 10/07/2019

    What if stores innovated like restaurants?

    Agreed Frank - it's not exactly fair to compare some of the most innovative and socially tactical QSR brands against retailers that have had their struggles well documented. Restaurants also often have the advantage of their customers purchasing from them at a much higher frequency than retailers (could you imaging going to J.C. Penney as often as your favorite QSR?) - and this frequency of interaction creates a reason for a deeper dialogue between customer and brand. Many retailers who we might score high in successfully innovating (Amazon, Kohl's, Target) also share that advantage.
  • Posted on: 09/26/2019

    Can grocery shopping make people less lonely?

    Jumbo's initiatives are certainly worth pursuing, and I imagine will have a certain level of success with older generations. One of this issues for younger generations is not an isolation from others, but rather an OVEREXPOSURE to others, specifically to loose social connections. So while the term "social isolation" might be an accurate representation of the feeling one has when experiencing it, it is not representative of the cause, which is complicated. But back to the Jumbo initiatives - any experience that allows for recognition and confirmation of the innate value of others is good in my book.
  • Posted on: 09/16/2019

    Will bringing the outdoors inside stores work for J.C. Penney?

    I'd be hard-pressed to believe that there is a consumer base that will go out of its way to shop the "St. John’s Bay Outdoor" collection the way many do to shop Patagonia, The North Face, Arc'teryx, and even Eddie Bauer - however there is no way that was ever the intent. In that sense it really is more of a merchandising positioning move, which certainly has upside for J.C. Penney, especially for their in-store experience.
  • Posted on: 09/10/2019

    Will a loyalty program give Americans more reasons to shop at Target?

    Agreed Carol that Target needs to be careful how it balances all of these different initiatives to make sure they don't cause confusion. It seems like they all cater to different customer segments for now, which is a positive. And 1 percent base earning certainly is not a huge incentive so they must have bigger plans for how to utilize variable earning promotions/vendor partners and leverage the data for personalized marketing -- or at least one would hope!
  • Posted on: 09/04/2019

    Will Walmart’s customers accept its rejection of the firearms ‘status quo’?

    Customers might stop buying gun and hunting supplies at Walmart, but they won’t stop shopping at Walmart altogether. Glad to see Walmart deciding that just because they CAN do something doesn’t mean that they SHOULD. Our economy puts so much emphasis on being “free,” which those in power so often use as armor for exercising business practices with negative social benefit.
  • Posted on: 09/03/2019

    Will Lowe’s score with its ‘homegating’ game plan?

    I think Lowe's has a lot more to gain simply by getting its logo in front of the NFL fanbase rather than limiting the messaging towards homegating. That is the obvious place to start at the beginning of the season, but the opportunity within that specific genre while broad, is still fairly limited. Maybe they should run a "how to convince your significant other to let you make a shrine to your team" campaign that includes buttering them up by actually doing all of the lingering things on the to-do list. They might need to start running that promotion in spring to give consumers enough time to catch up, but hey - year-round sales!
  • Posted on: 08/27/2019

    What makes a good brand mascot in 2019?

    Do we consider the Starbucks siren a "mascot"? Seems more like just a very recognizable logo.
  • Posted on: 08/27/2019

    Will Nordstrom’s sustainable fashion site win over eco-conscious consumers?

    Yes, demand for sustainable products of all kinds will continue to grow. And while more environmentally friendly consumer options are progress in the right direction, curbing actual consumption itself is really what needs to take center stage to combat climate change. But until someone can figure out how to monetize people not using resources, brands that strive to reduce their supply chain impact and replenish the resources that they do use should be viewed in a very favorable light by consumers.
  • Posted on: 08/20/2019

    Can local artists help Target create community support?

    Giving individual stores a personality at the point of entry and exit can help elicit a strong positive feeling at vital points of the shopping experience. Target won't want to tinker too much with its in-store assortment (though a robust local section is intriguing), but tying into the community at key memory points of the customer journey will be a differentiator from other chains that might have a more insulating impact than it would seem on the surface.
  • Posted on: 08/15/2019

    Is it time for retailers to tier up their loyalty/reward programs?

    The most recent Maritz | Wise Marketer study found that 55 percent of consumers were willing to pay an upfront fee for an elevated loyalty program (a statistic that has increased for three consecutive years) - so out of the gate, yes there is an appetite for this approach. There are two main types of people that an explicit above and beyond paid loyalty program appeals too - 1.) the legit brand loyalists who feel a need to be connected as deeply as possible to every aspect of the brand AND, 2.) customers who simply have the financial means to buy in at a higher level. What these two groups expect to receive from an upgraded loyalty program is not necessarily the same thing so brands considering this approach need to have a clear vision of WHY they are doing it. Are you actually trying to increase true and cult loyalty to your brand by catering to your core base, or are you looking to create a new revenue stream? Both approaches have merit, but they are certainly different.

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