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: 01/23/2019

    Lowe’s kicks off NFL deal in the biggest game of all

    My thoughts exactly Neil - they don't have an awareness issue, so I'm not sure this makes sense. I also suspect that this "Super Bowl Experience" interactive park isn't going to be designed to awe contractors and, if it is, it will probably be a big miss for the actual NFL fans. I'm not saying that the NFL/Lowe's alignment doesn't make sense - it just doesn't seem all that newsworthy at the moment.
  • Posted on: 01/22/2019

    Can grocers sell produce without plastic bags and boxes?

    I think a large percentage of American consumers WANT to be more eco-friendly and cut back their plastic consumption, but when it comes to taking action in store we fall back into the default or path of least resistance -- which tends to be using plastic followed by an "I'll remember my reusable bag next time" inner dialogue. In that regard, it is a consumer problem but grocers and packaging innovators need to be the ones to enable the shift. Otherwise it will be the same old routine.
  • Posted on: 01/21/2019

    Did Gillette’s rant against toxic masculinity go too far?

    1. Gillette needed to take an approach different than highlighting the product value proposition itself because new alternatives like Dollar Shave Club are smashing them in that arena.
    2. I really like the sentiment of the ad, but was let down by the execution. There were several points in the spot where the production/acting "pulled me out" if you will -- i.e. the dad frantically and awkwardly running over to pull the backyard boys apart -- and the momentum leading up to the big "the boys of today ... " finish was stifled.
    Overall for society, I think this ad is good as its ripples continue the dialogue of a much needed conversation. The return for Gillette on the other hand -- we will see.
  • Posted on: 01/17/2019

    NRF: Is the time right for retailers and brands to take political stands?

    Agreed Phil that there is a marked difference between social and political issues (though in some areas the lines do blur). I think Burger King does a great job of staying in the non-polarizing social space with their hidden-camera PSA-style content covering topics like bullying, the Pink Tax, and net neutrality. But while those make for entertaining content, the deeper emotional connection is not really reached in those cases.
  • Posted on: 01/17/2019

    NRF: Is the time right for retailers and brands to take political stands?

    Yes the time is right. A 2018 Edelman Study showed that "belief-driven" buyers have become the majority across all age groups and income levels in every country surveyed. I would be surprised if that trend-line did not continue its upward climb for 2019. The truth is that the time has always been right for bold brands to voice opinions that are in line with their core beliefs, but now data allows for more calculated decisions and the channels which with those messages are shared allows for larger community building and outward customer identification. This is good news for brands who are able to execute well in this arena as the emotional connection will always win out over the transactional one in the long-term.
  • Posted on: 01/15/2019

    NRF: Can retailers boost transactions with personalized receipts?

    There is certainly more upside with the digital receipt than the physical, but both have room for improvement. I do think that there is a sweet spot for the type of purchase that a receipt communication would be effective, and it's probably when the customer is purchasing 5 items or less. This way the triggered message can be hyper-relevant to the immediate purchase instead of related to only one line in a Sunday grocery run list of all things. Once a customer signs up for the loyalty program and data from profile/habits begin to compile, the upside become exponential.
  • Posted on: 01/09/2019

    Sephora adds choices and personalization to rewards program

    Sephora has done a phenomenal job with their loyalty program, and this is another elevated step up. The key to successful customer-selected personalization is implementing at the right time in the customer journey. Too soon and the member might not be familiar enough to make a meaningful decision. Too late and the brand may have lost its momentum. I think Sephora is clever to allow for personalization at BOTH the VIB and Rouge stages as opposed to assigning it as a static perk unlocked at one or the other. The perk that stands out the most to me is the shareable makeovers. Providing members the ability to gift something to their peers isn't just an acquisition strategy, but it is a very effective retention strategy as well. It creates an easy channel for the member to outwardly self-identify and endorse the brand (making their brand affinity stickier) and they might actually get MORE utility out of the social status earned within their peer group by gifting the makeover than they would have out of simply using it themselves. Of course, doing so via an experience is just the cherry on top. Kudos Sephora.
  • Posted on: 01/08/2019

    The new boss is different than the old boss at Starbucks

    Kevin Johnson having a unique vision is not a problem. Real cause for concern would be if he did not have a vision of his own at all and was simply trying to execute upon Schultz's old vision. Whether his direction is the absolute most profitable for shareholders is a different story than if it is the right one for the sustainability of this brand, but I don't think that anyone would argue that piloting the Reserve cafe concept stores before a larger rollout is the wrong decision.
  • Posted on: 01/04/2019

    E-commerce forces CPG brands to think differently

    Agreed Jeff -- the two e-commerce purchases that have most changed my overall buying habits are baby supplies and dog food. Both happen on a regular cadence so I automatically get re-orders after initially setting up my preferences. Big upside for the diaper/wipe/formula brands I buy from as I stay brand loyal. However, there is actually a downside for the dog food brand as I was never going to switch brands but now I don't go to the store as often to buy ancillary products like treats, which I know is a reason that some major pet food brands are hesitant to really get into the DTC space.
  • Posted on: 01/02/2019

    Is Blue Apron smart to pin turnaround hopes on Weight Watchers alliance?

    I have to believe the fees paid to WW are a more cost-effective approach than the free trials that they currently rely on, unless of course WW members can also get a free trial, which would compound the acquisition cost. The upside is WW members are certainly predisposed to paying a premium because of the effort they are already making towards this area of their lifestyle. Blue Apron might be wise to create a special profile/dashboard for WW members utilizing some gamification tactics and WW data to create a stickier and more unified UX. Keeping the funnel healthy is a necessary evil for any company, but at the end of the day Blue Apron needs to put more effort into enhancing the excitement that their product offers throughout the journey. Focusing on their top 30 percent will allow for execution of that goal, so it gets my stamp of approval. The novelty of unboxing and eating the "Turkey Taco Bowl" no doubt experiences diminishing returns at some point - customers need more. The experience of week 52 shouldn't mirror that of week 1, especially for your best customers.
  • Posted on: 12/27/2018

    What are the takeaways from the best holiday season in six years?

    Convenience was king this year. Whether online, in-store, or hybrid - the experience for the consumer was smoother at every turn. It looks like consumers might also be over the hump on a hesitancy to by apparel online. It would be interesting to see a break out of what types of apparel brands and items contributed to the 10 percent growth.
  • Posted on: 12/21/2018

    Should the Marlboro Man be vaping?

    Absolutely, but I would argue that Juul's core values never really included "stopping the spread of teen (or any other addiction)", so they aren't betraying their platform. They simply found a new way to wrap a parallel product.
  • Posted on: 12/21/2018

    Should the Marlboro Man be vaping?

    I think Juul understands that their storyline of being a positive alternative to smoking traditional cigarettes has run its course with the American public and their foothold has been strongly established so they can at least somewhat acknowledge what they really are -- an addiction replacement for the 21st century. (Plus getting a $38 billion valuation certainly doesn't hurt). Even if regulatory efforts become stricter, I don't think it will adversely effect Juul's sales. Older generations won't be impacted by the laws and it will only add to the allure of the product for the younger generation.
  • Posted on: 12/17/2018

    Will porch pirates ruin Christmas?

    I ordered probably 90 percent of our holiday gifts online this year and while we have been lucky to avoid any stolen packages, it has certainly been top of mind, forcing me to text neighbors to grab items when I am away and even stopping home at lunch to secure morning deliveries -- which changes the whole online purchase experience. Some type of home security device is certainly in our future, even just as a deterrent. Thieves generally act quickly and look for no-strings-attached marks, but no one is calling them the brightest crayons in the box, so even visible security doesn't guarantee package safety. Cameras are a Band-Aid, not a permanent fix for e-commerce.
  • Posted on: 12/11/2018

    Will ‘Practice’ make for perfectly loyal customers at Lululemon?

    Agreed Anne, I think that is exactly (and smartly) what it is designed to do -- create an elevated channel for its existing brand advocates. And while I do not fall within that customer base personally, my experience with those who are would suggest that they have a higher percentage of customers that fall into that category than most apparel brands. The athletic wear sphere also has the advantage of pre-existing communities (gyms, spin classes, etc.) where like-minded people gather on a recurring basis and tend to reinforce each others' trends, so there is grassroots groundwork for this program to gain traction without the brand itself pushing it. This will be a good one to monitor for sure!

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