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: 06/16/2021

    Is simpler better for rewards programs?

    There is no one-size-fits-all, but when as a retailer you are rolling out a program for the FIRST time and the primary goal is collection of data and creating an extra channel of connection, un-tiered is often the better route (you can always add on tiers down the road). Easy to understand and quickly realizable benefits (you can't expect customers to wait 10 times to get something back) will provide a sound structure to keep customers in the funnel long enough to track their behavior. Additionally, just because your "explicit program" is un-tiered doesn't mean that you can't have implicit rules or guidelines behind the curtain that allow you to provide perks and elevated experiences to those customers who might have fallen into your top tiers otherwise. By removing expectations, the benefits have the potential to make a bigger impact on customers, and if they don't resonate you can simply remove rewards with a poor ROI.
  • Posted on: 06/08/2021

    Amazon offers ‘returnships’ for professionals rejoining the labor market

    I think the biggest hurdle to returning to work for most is going to be the technology/tool set hurdle. That said, I really don't think it is as big of an actual hurdle as it is a mental one. If applicants have a baseline of any sort with a computer (or even phone) and a company provides the right mentorship with a dash of patience, they will see a valuable employee pool assimilate back into the workforce!
  • Posted on: 05/27/2021

    Is retail going to the ‘doges’ with cryptocurrency?

    If I were managing a retail brand I would NOT accept cryptocurrencies at the moment. However I certainly would be hiring a team to create an integration roadmap and monitor what other, more bleeding edge brands were experiencing in the space by doing so. I don't think the time has come yet - but, depending on your industry, there might currently be an opportunity to gain a loyal niche following by embracing crypto if you have a higher risk appetite. (Disclosure: I do own crypto.)
  • Posted on: 05/12/2021

    Uber Eats delivers dinner with a side of blush

    It feels like the Uber Eats team is just throwing darts at a wall to see what sticks. If they aren't losing money on the attempt, go for it, but I don't think the majority of its customers will see the appeal. I usually want my food ASAP, and any incremental time spent picking up other supplies just increases the likelihood of me getting hangry (and nobody wants that!) If the supplies are already in the drivers automobile, that greatly limits what they can offer the customer and doesn't really scale to challenge the realm of Amazon and other home delivery. Meanwhile, I can't wait until Amazon starts delivering food...
  • Posted on: 05/06/2021

    How did Crocs ever become cool and how long will it stay that way?

    Crocs will never be cool -- and yet, that very fact means that Crocs will always be cool to a segment of consumers. A bump in sales to people who are prioritizing comfort and fashion during the pandemic certainly has helped Crocs spread into households where they might not have been found previously, and poses a good opportunity but there is certainly more to it than the "no one is going to see me, so I'm gonna wear my sweatpants and Crocs." The "Crocs Backlash" days are over and so today's buyers know what they are getting into - heavenly clouds to support their weary and worn feet.
  • Posted on: 04/26/2021

    Schnucks displays St. Louis pride with streetwear store-within-a-store concept

    Agreed Luke -- Schnucks is pretty tuned into STL, and as a consumer, I can tell you that their initiatives partnering with and supporting those within their own community is a much larger contributor to my loyalty than their 2% back rewards program.
  • Posted on: 04/26/2021

    Schnucks displays St. Louis pride with streetwear store-within-a-store concept

    Agreed Venky -- especially if they are defined spaces that feel more intentional than a cleared out area with a seasonal display.
  • Posted on: 04/26/2021

    Will stock ownership work as a loyalty program perk?

    I see high potential for the right brands utilizing this model. Three immediate thoughts why:
    • It's novel: Getting stock back will be way more memorable to a customer in a sea of points and cash-back;
    • It's buzzworthy: It definitely has an upside for PR and word-of-mouth referral (both for the brand and for Upstreet itself);
    • It's a gateway: If a customer gets a hooked on the high of earning and saving through their direct purchasing, they may be inclined to purchase a larger position in in the company, which would deepen their sense of attachment and loyalty.
  • Posted on: 04/14/2021

    Can own brand credit cards drive loyalty for Instacart and DoorDash?

    Only people who are already Instacart and DoorDash die-hards will be enticed by this. The cash back better be well over 5 percent, otherwise consumers will be able to find the same perks via the major credit card providers who bonus favorably against restaurant, grocery, and related MCCs. That said - I think there is more upside for DoorDash, between the frequency, vendor data, and the creativity they can have with cycling promotions.
  • Posted on: 04/01/2021

    Do consumers see brand activism as genuine or simply pandering?

    I think this comment is bang on. There is a difference between brand activism and brand re-activism. In the short term, when there is more to be lost by inaction, that is usually re-activism (and more likely to be seen as pandering -- but let's not forget that pandering works...). In the short term, when there is more to be lost by actually taking action, that is usually true activism. The upside of long term outlooks for true activism can be quite substantial, but because it requires true belief, dedication, and alignment throughout an organization to achieve.
  • Posted on: 03/25/2021

    Are you feeling loyal?

    Hotels, airlines, and credit cards are in a league of their own when it comes to loyalty programs. Most are profit centers with complex partner networks that are designed to make money directly with driving some extra customer loyalty as a side benefit - I would not recommend most retailers look to them as an example of how to "do it right." In Peter's example above AA is leveraging loss aversion to force an interaction. If he takes action, it signals future purchase intention (and therefore the "loyalty" aspect works). If he balks, AA just saved $7,500 (AA Miles are penny points) they can take off their liability. Retailers who participate within another company's loyalty chain need to be cognizant that their own brand experience will largely be lost and may even take a hit because of customer mindset when they are interacting. That said, as long as they have a game plan and draw a line in the sand that they won't move beyond, partner networks can be successful for both parties.
  • Posted on: 03/23/2021

    Does keeping it real, really work?

    Consumers are pretty good at sniffing out the bull. And as the veil of transparency gets thinner and thinner for companies, customers are no longer able to feign ignorance about how their consumption decisions (for good or bad) allow the businesses they buy from to shape the world around them. Chapman & Co.'s most recent data (Jan '21) showed that 60 percent of customers say that a company's values were important in their purchasing decision. That finding will be no surprise to anyone who has been paying attention to this space, but tied to that the study also revealed that 56 percent of customers said that the reputation of a company's culture was important to earning their brand loyalty. And that is where I see the biggest problem for brands and their authenticity today. When a marketing department is making tactical decisions that are misaligned with the internal company culture. Authenticity, by definition is something that can be supported as genuine by something else - and the strongest "something else" is the employee culture. When employees and leaders believe, so too will their customers.
  • 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.

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