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: 11/16/2018

    RetailWire Christmas Commercial Challenge: Amazon vs. Best Buy

    Tie. A 0-0 tie. I actually think that the Amazon spot could be more effective in 30 second form. Just long enough to build to the excitement of giving the right gift which inspires shoppers. Definitely more tailored to bringing back its core customers ... which unfairly enough is about 3/4 of America. Best Buy's ads seem more focused on sharing the value proposition of the business -- "we make house calls" and "one-stop shopping" -- but the interactions seemed rather uninspiring.
  • Posted on: 11/16/2018

    Apple-inspired Glossier opens ‘adult Disneyland’ flagship store

    Anticipation, novelty, shareability - the pieces are all in place for Glossier's physical retail experience to strengthen its already loyal following. Yes, Glossier's approach to physical retail does have some growth potential, but more importantly it anchors the brand with staying potential. Opening a new dimension which consumers can interact with the brand in an authentic way deepens the roots of all its core following, whether customers are are able to experience it first hand or not. Visitors will gain the experience and social status that goes along with sharing their story, and the rest of the brand community will get to live vicariously through them in a win-win for all.
  • Posted on: 11/13/2018

    Walmart puts AI to the test in an in-store lab

    The applications mentioned all seem to lean towards automation, not AI machine learning - the majority of those kind of opportunities would seem to be on the forecasting/problem solving/opportunity discovery side. I'm not sure if I buy Walmart's motives. Surely there is a less expensive fix to solving the problem of "understanding when shopping carts are running low near the store’s entrance"? Still, I am all for brands who are actively searching for efficiencies and new uses for technology, so we will see what Walmart comes up with!
  • Posted on: 11/09/2018

    Retailers need to focus on customer lifetime value for long-term success

    Executing a CLV strategy requires a shift beyond creating a CX to an LX (loyalty experience). A CX is for everyone. An LX is for your most valuable customers - their relationship with your brand should be fundamentally different and can even start before they have ever made a purchase (if you know how to find more of "those people" as the article suggests.) Often overlooked too is that CLV isn't always just about dollars and cents. It's about satisfaction, it's about influence. A consumer who repeatedly purchases in a silo might not have as high of a true CLV as one who purchases a single time, but tells everyone they know how awesome their experience was. Measuring that type of value is extremely difficult, but vital for brands who truly want to figure out where to invest their resources.
  • Posted on: 11/07/2018

    The RetailWire Christmas Commercial Challenge: Kohl’s vs. Macy’s

    Ding-ding-ding -- Round 1 to Kohl's! The Macy's spot is a great bit of storytelling and definitely is a stronger emotional connector, but it doesn't tie back to a single value prop nearly as cleanly as Kohl's "give joy, get joy" message. Since they aren't trying to introduce anything new, but rather reinforce the proven Kohl's Cash formula, the Kohl's spot does a better job connecting with its core customers. The Macy's spot is clearly designed to go viral online, so there may be more upside for them with reaching new shoppers.
  • Posted on: 11/06/2018

    Facebook delivers digital brands to the Market @ Macy’s for Christmas

    Long-term it could spark a relationship that creates loyal customers for the e-commerce brands, but I don't see it doing the same for Macy's. For them it is about keeping their brand top-of-mind for the next two months and then -- more importantly -- as Chris already pointed out, will come the valuable insights gained about if/how/when this type of partnership experience model should be utilized in the future.
  • Posted on: 10/31/2018

    Survey: Time is the biggest barrier to personalizing marketing messages

    I'm wondering how to interpret the low response rate for "Lack of access to AI." Does that mean that respondents already have access to AI (so access itself is not the problem) or just that they don't see AI itself as something that would increase their ability to successfully roll out personalization? Additionally, time/cost are pretty closely related (when you bill hourly) so that could even increase the prominence of that #1 barrier.
  • Posted on: 10/30/2018

    Why are Foot Locker and Nike sending ‘sneakerheads’ on AR scavenger hunts?

    Yes, this insiders hunt experience can and should be replicated. The key for consumers is that they feel a sense of status and community while participating and the experience itself must be created by someone who is also intimately familiar with the insider community or it will be snuffed out as inauthentic.
  • Posted on: 10/22/2018

    Stores rarely ID customers before they check out

    I tend to agree here Art - there is too much focus on identifying customers in store with some type of ethereal technology so employees can pivot and provide a custom experience when a properly charmed "what can I help you with today?" would do it better.
  • Posted on: 10/22/2018

    Can fashion bloggers become brands?

    I agree that online distribution is key for these partnerships, Carol. I see limited-edition being the way to go for most of these influencer co-ops with the potential for a few to become more long-standing after analyzing the sales and consumers' true affinity for the label.
  • Posted on: 10/16/2018

    Does anyone pay the full retail price anymore?

    I am not a minimalist by any stretch of the imagination, but in talking with one in the past he said "everything I own is my favorite, and made to last." Definitely some insight to be grasped from that.
  • Posted on: 10/16/2018

    Does anyone pay the full retail price anymore?

    The "58 percent go to an outlet mall once or more a month" stat was pretty eye-opening to me. Yes, we love deals and this mentality that we are all finding diamonds in the rough all the time allows our brain to think "I am so effecient at shopping, I can actually consume more because I am not spending more." Instead of paying $80 for one shirt (retail) we anchor our spend off that price and buy three shirts that equal $80 -- what a deal! Good for business, but not for the stress it puts on the supply chain and environment.
  • Posted on: 10/16/2018

    ‘Frictionless’ is the annoying word of the year

    I think "frictionless" is just a catch-all for "intuitive" or probably more accurately "better than it was five years ago." Instead of frictionless, retailers need to figure out where their level of "optimal friction" lies. You do need some element of friction so that the customer actually notices and appreciates your brand. And if we are talking about annoying words of the year, can I throw "disruptive" into the ring?
  • Posted on: 10/11/2018

    Is disruption coming to the alcohol beverage business?

    The three tier-system heavily favors macro-breweries as do most of the distribution regulations because of lobbyists. Interesting points on how the 'budding' marijuana industry distribution model might have reverberations in the beverage industry.
  • Posted on: 10/10/2018

    Will Best Buy’s golden years strategy deliver long-term success?

    I wonder if Best Buy has thought about targeting this strategy at assisted living and nursing homes? Obviously the medical alert angle that the utilize for autonomous residents would be less of a need, but general tech retrofits could be a big play. This area is booming and Geek Squad techs could potentially deal with one point of contact or at least service multiple families all at once. And resident's talk -- so they will want to get the latest and greatest that so and so has down the hall.

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