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
  • VIEW ARTICLES
  • VIEW COMMENTS
  • 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.
  • Posted on: 08/13/2019

    Have emojis become digital’s ice breaker for consumers?

    Here is the thing about emojis - part of their appeal is that interpretation is required. So the fact that there are people saying that they didn't understand the meaning or felt out of the loop actually creates more enjoyment for people who ARE on the inside (especially when it comes to "slang emojis"). Bottom line - emojis are an accent, not a language - but speaking in the native tongue is a good way to build rapport with your customers.
  • Posted on: 08/08/2019

    Whole Foods gets serious about partying

    Very interesting move. Convenience is king, and if offering upscale party supplies in-store helps customers avoid another stop on their journey, people (especially Whole Foods shoppers) will be willing to pay a premium. Packed Party goods are especially aesthetically pleasing and "Instagrammable." I'm sure Amazon saw a trend arise on its e-commerce site around this type of party accessories, so I am prone to think it will be a little more successful than some others might believe. Whether it truly makes sense with the existing (or at least the old) Whole Foods brand image is another debate.
  • Posted on: 08/06/2019

    CVS subscription program goes big to outdo Amazon Prime

    Interesting that this write up, and others I have seen on the topic, called out Millennials as making up 20 percent of program participants ... wouldn't that seem like an under-representation when looking across all generations of economic importance? Just an observation. I'm not sold that this structure is going to be the right move long term. For those with recurring Rxs they fill at CVS I see this making immense sense, but not so much for other consumers. The roadbumps of pulling foot traffic away from stores, not being able to fulfill "need it now" medicine (perhaps that is what the $10 monthly credit is meant to incentivize?), and competing with other delivery options with wider product selection make me concerned the test results won't necessarily translate to larger, sustainable success.
  • Posted on: 08/01/2019

    CPG companies spending more to use less packaging

    Great point on the single serving impact, Doug. There certainly is a balancing act between packaging waste and food waste, which IMO is not talked about enough.
  • Posted on: 07/31/2019

    Are store robots cute, creepy – or nearly useless?

    My local grocer uses “Tally” to monitor shelf stock. And while I can’t speak first-hand to its effectiveness as well as some in this group, my kids and every other kid I have seen absolutely love seeing it. So patrons being “freaked out” is certainly not a concern. Once their role tries to transition to interacting with customers though -- that could be another story.
  • Posted on: 07/23/2019

    How long is the customer journey?

    I agree with the previous comments that this question (as can be shown by the wide variance in answers) is much too broad. Industry or product specific research would be much more helpful, and if I were running it I would be interested to see if there was a difference in the shopping cycle based on where the journey began - i.e. do consumers who begin their interactions on social channels have a quicker turnaround time than those starting from search engines or in-store?
  • Posted on: 07/16/2019

    Can GameStop become the go-to place for the gaming lifestyle?

    Mark, your third point is critical - "the community is strong and growing." And if I may add, "and changing." While GameStop certainly should be trying new approaches with their brick-and-mortar stores, they would be unwise to only focus on their distribution as a means to sustain business. If they are to exist in five years, there will need to be a more fundamental evolution to the services they provide.

Contact Evan

  • Apply to be a BrainTrust Panelist

  • Please briefly describe your qualifications — specifically, your expertise and experience in the retail industry.
  • By submitting this form, I give you permission to forward my contact information to designated members of the RetailWire staff.

    See RetailWire's privacy policy for more information about what data we collect and how it is used.