PROFILE

Evan Snively

Loyalty Strategist, Chapman & Co. Leadership Institute

Evan Snively is a Sr. Client Engagement Associate at Chapman & Co. Leadership Institute, a consultancy that believes that businesses can, and should actively strive to be, the most powerful force for good in our society today. Chapman’s foundational belief in universal human principles allows it to successfully partner across a spectrum of unique brands: from American Airlines to the San Francisco 49ers, and Shell to the St. Louis Zoo.

In his role, Evan takes a science-based and data-driven approach when consulting on both his clients’ employee and customer culture, in order to create a sustainable and fulfilling business models, filled on all sides with passionate, permanent brand advocates.

Evan is also the co-founder of Every True Son, a licensed apparel company that serves the University of Missouri. Personally, he 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 Chapman & Co. offers: ccoleadership.com/services

For the Tiger fans: everytrueson.com

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  • Posted on: 03/04/2021

    EQ is the special ingredient to feed entrepreneurial success

    With regards to leadership, I feel that IQ can reach a point of diminishing (or even inverse) returns once a certain level threshold is hit, whereas with EQ the positive impact is pretty steady the higher the EQ level goes (I think this benchmark is capped at 160?). Also, there is also something to be said for the IQ gap between leaders and their employees. A leader with a really high IQ might find it difficult to move in lock-step with staff who are not operating on the same wave-length. EQ can help bridge that gap, but it is not a solve-all.
  • Posted on: 03/02/2021

    Are short-term leases here to stay?

    Shorter leases are going to be OK for retail merchants and their customer experience as most of them can effectively utilize a space without extensive build-outs. I am interested what impact this trend will have on mixed-use centers who also rely on restaurants or "retail office" tenants whose fixed cost is higher up-front. As long as landlords can continue to entice a few of those tenants for stability, short-term leases for other retail stores become less risky.
  • Posted on: 02/23/2021

    What’s so funny about authenticity, integrity and transparency?

    Agreed - this is a critical call out Di Di. This point also brings up one related misconception I often see: "alignment of leadership" doesn't mean that everyone brings the exact same POV to the table - it means that everyone agrees on the goal or outcome, and then they work together with their different POVs to get there.
  • Posted on: 02/23/2021

    What’s so funny about authenticity, integrity and transparency?

    The diversity (and let's not overlook affluence) of their market demographic. It is much easier to demonstrate authenticity and transparency when you know that a large majority of your customer base aligns with your "authentic self." Brands that serve wide demographics have a much greater chance of ostracizing part of their audience when they pull back the curtain in order to hold candid conversations with their audience. That doesn't mean they shouldn't try to do it -- but it is hard and comes with risks that must be assessed.
  • Posted on: 02/15/2021

    Poshmark’s secondhand sales platform goes to the dogs

    I see ups and downs to the pet category. Pet items do tend to get a lot of wear and tear so I see a relatively small window of items which are seen as desirable (especially being paid for vs. free). On the flip side, the pet space provides a lot of upside for the social/feel good community, so there is opportunity for Poshmark and others to capitalize on that. Overall, Poshmark utilizing social aspects to take some of the mercenary/lowest price sting out of selling goods online is a good strategy - but it has limitations as at the end the day people are still trying to sell their goods, not make friends, and that will take priority.
  • Posted on: 01/18/2021

    Walmart’s CEO details his journey to racial awareness

    This article made me recall a statistic I read from the Rock Center for Corporate Governance at the Stanford Graduate School of Business. It was that only 16 percent of C-suite positions for the Fortune 100 companies are held by non-white members. And while creating awareness and an environment for healthy dialogue is the first step, it isn't enough - companies need to implement tangible processes to promote inclusion and equity if we are to make real progress across the board. For instance, Goldman Sachs made a statement that in the U.S. and Europe they were only going to take companies public if there is "at least one diverse board candidate, with a focus on women…. And we’re going to move towards 2021 requesting two.” These types of very intentional practices might seem like an overreach at first, but they are really the types of initiatives that are needed to combat the deeply systemic biases that Doug McMillon is referring to which promote inequality.
  • Posted on: 01/12/2021

    Do sampled freebies drive loyalty?

    I will echo what so many of the other BrainTrust members have said thus far - sampling is not a tactic that really directly correlates to loyalty, it is an exposure tactic. People who are completely unfamiliar with a product are unlikely to move all the way to the "loyal" end of the spectrum right away - in fact the free nature of the trial might diminish a consumers need for upfront research or mental commitment which has a role in positioning for longer term loyalty. Specifically with this study I feel that the carrot being sampled (one hour of low-res video) is not worth the hurdle for new users to actually set the service up and change their habits, whereas customers who already use streaming would just see it as a freebie they might as well lump on their pile of data just in case (hence why there is no real change in data consumption).
  • Posted on: 01/08/2021

    Shopify dumps Trump’s stores from its platform

    Very convenient that the day that it became apparent that the Dems would hold the majority in the Senate (and many of the committees that rule their regulations) businesses decide, "yup actually ya know what, there is more we can do to reign in the divisive impact this guy is having on America." Same goes for Facebook indefinitely banning him and Twitter giving him a 12-hour ban.
  • Posted on: 01/04/2021

    Will Giant Food’s shelf labels with diversity call-outs drive sales?

    I wonder if the impact (good, bad, or indifferent) will be equally distributed across the diversity spectrum. I am not familiar with the demographic mix of Giant's customer base, but I would predict that most customers will be drawn to a few of the labels (i.e. someone who decides it is important to support veteran-owned business), but not necessarily all of them. Also, this labeling has two primary areas of potential impact in my opinion - 1.) enticing customers to try a new product for the sake of supporting the owner (if the product isn't good, the customer won't keep buying it). And 2.) engendering deeper loyalty from customers who already purchased the product and who align with the business owner, but who were unaware of it until the labeling came out. (A third potential outcome is the reverse, where a customer actively disassociates with a product due to the owner's diversity affiliation -- but I think that will be a really small sliver of behavior shift.)
  • Posted on: 12/21/2020

    How is Nike excelling at driving loyalty with digital?

    Agreed Chuck - Nothing new to the core strategy from Nike's perspective, just different vehicles for achieving it.
  • Posted on: 12/16/2020

    Are retailers facing a no-win decision in mandating vaccines for workers?

    "For employees, coming to work would feel safer if all co-workers were vaccinated." This sentence initially made me feel good, but then the next more likely scenario I see happening in reality is that there will be very tense rifts between those who take the vaccine and those who resist. This will be an office culture issue (especially if in person) that employers and managers will have to navigate very carefully.
  • Posted on: 12/15/2020

    What if Barnes & Noble had produced ‘The Queen’s Gambit’?

    Why don't these retailers just partner with the content producers once they have proven they have worthy content on their hands? I don't see the Barnes & Noble premise as being plausible in terms of grabbing the attention of a customer base until AFTER there was already market consensus that the content was a winner. Retail brands aligning and embedding themselves in a successful series (as opposed to a single movie or limited series) is where I would direct efforts if this is a strategy they want to pursue. I certainly understand the premise of having more control over the storyline so it aligns with merchandise and promotions, but cult followings like Harry Potter don't happen overnight, and they certainly don't happen before the story has even been told. A few brands have shown that owning content production can be done (see Red Bull), but the technical and strategic chops to make sure the investment lands is going to be too tall a task for 99 percent of them.
  • Posted on: 12/04/2020

    Meijer gives curbside pickup customers an early Christmas gift

    Meijer doesn't serve my market, but I hear great things. The part that stands out the most to me from a potential to grow loyalty (beyond just the lucky few who won) is how the "reveal moment" is executed. And Meijer, at least in some cases, seems to understand that. "At some Meijer stores, staff greeted pickup customers in costume, played holiday music and even presented bouquets of flowers" This is important for two reasons:
    1. It creates a more viral and memorable experience to share - from passersby to news outlets to the participants themselves. Everyone is more likely to share and, more importantly, recall long-term the story if there is interesting imagery around it. Sharing a photo to friends of a worker in a banana suit with flowers is a lot better than just sharing a prose story.
    2. It develops the relationship both between employees and customers as well as strengthens customers' pride in being associated with Meijer - in short, it creates community. Community is a backbone of sustainable loyalty, and regional grocery stores are especially well positioned to leverage this aspect of their business.
  • Posted on: 12/02/2020

    Will ending minimum purchases turn Walmart+ into a serious Amazon Prime rival?

    To answer the question in the article title: No. I'm also not sure that it will add to the membership base - but it will help retain customers that are already members. Frequency of orders will likely increase for the member base and it could certainly alter some purchasing habits. Whether Walmart is ready to handle those changes while still retaining margins remains to be seen.
  • Posted on: 12/01/2020

    Dick’s Sporting Goods to test new ‘Public Lands’ outdoor concept

    Demand will subside in certain markets and demographics, but it will remain in others. And seeing as there was already a market for large scale outdoors-themed stores (a la REI) pre-pandemic, it makes sense for Dick's to leverage their retail expertise and vendor network. I think REI will be able to handle the competition (and may even welcome it, if it brings a wider audience into the fold) but the more local chains might have reason to be concerned if a "Public Lands" opens nearby.

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