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: 03/19/2019

    Can Walmart lead the fight to eliminate plastic waste?

    Large companies like Walmart and Amazon are constantly putting cost pressure on the companies they do business with to adapt or risk being left out. It's nice to see that pressure (or "encouragement" here) being focused on a more idealistic area than just bottom line growth. The costs will be tough up front, but with all innovation there will come a tipping point where it is the new normal - hopefully with the support of companies like Walmart that new world is realized sooner rather than later.
  • Posted on: 03/18/2019

    Burger King launches $5-a-month coffee subscription service

    Very intriguing play by BK! I don't see this prop swaying any Starbucks loyalists, but it should draw some traffic from the likes of McD's and Dunkin' - at least out of curiosity. I think the bigger opportunity might actually be stealing share from habitual c-store locations, but the thing that worries me is the size of the cup. People need their caffeine! Even at the exceptional price of $5 per month, is a small coffee seen as a viable option for the type of people who would be enticed to take advantage of a coffee subscription? A medium is the baseline to move the needle for me, and I don't drink coffee every day.
  • Posted on: 03/15/2019

    Pets rule the retail roost

    As long as people are waiting longer in life to have children, the spending on "fur babies" will continue. Income that was spent by previous generations for the expenses of raising children is now being passed along to today's lucky pets. On a less transactional level, pets allow people to connect. Both through story-telling be it via social media or co-workers around the lunch table, as well as in person at parks, parades, and pet-friendly establishments. Humans are social creatures and with the world becoming more and more digital, pets are a connection point that allows us to relate to the outside world - and even feel connected to something at times when we might feel isolated. America's lovefest with its pets won't be slowing any time soon, and I think that is a very good thing for society.
  • Posted on: 03/13/2019

    Will ending its price parity rule take the antitrust heat off Amazon?

    In a silo - Amazon's price parity was certainly well within its rights. It's only when you start layering on other business practices like intent to replicate/enter the market and altering listing algorithms that the waters start to get real murky. That is part of the major problem with trying to pin down regulation - it's a moving target that looks a little different for every category of goods which Amazon sells, and there are so many levers at their disposal that it seems that there is always a way for them to pivot to get their desired outcome.
  • Posted on: 03/11/2019

    Will other cities follow Philly in banning cashless stores?

    It seems that as a first logical step if a cashless store wanted to skirt the rules it could just convert to a membership model. Even if there is no membership fee and a person just needs to sign up to be part of the program online or through an app. Certainly it's not a good solution to capture business from the casual shopper, but if the core of customers are repeat/habitual, it could work.
  • Posted on: 03/04/2019

    What will Amazon do with a conventional grocery banner?

    I don't see a major impact for Whole Foods as the conventional grocery store is a different target market. Local chains will feel some impact, but the companies who should be worried the most are the value stores whose stigma was finally wearing off and have been growing in popularity recently with the younger generations -- stores such as Aldi.
  • Posted on: 02/25/2019

    Tide to roll out laundry cleaning service nationwide

    It seems like the existing business model is profitable and from my personal experience with their locations it appears Tide has done an excellent job with its selection in real estate and presentation. Many stores are in new developments and are kept bright, clean, and inviting - something that isn't always the calling card of legacy self-serve laundromats and dry-cleaners. This physical representation of the brand subliminally impacts consumers expectations and is translated to a feeling of trust when they see the product on the shelf.
  • Posted on: 02/21/2019

    Is long lastin’ the new fast-fashion?

    Ideals expressed on a survey and actions taken with purchase behaviors are two very different things. I would like to believe that the intentions of those polled will be followed through, and certainly the mere act of outwardly expressing them makes that more likely, but I think it will be slower to develop than the data might suggest. The fast-fashion industry will evolve hand-in-hand with the social media industry, and as long as consumers are given the temptation to make impulse decisions, they will continue doing so.
  • Posted on: 02/14/2019

    Will Mastercard’s sonic identity connect with consumers on a new level?

    Sonic branding hinges on the strength of creating proprietary sounds, but creating an audio experience that enhances brand loyalty doesn't necessarily need to follow the same guidelines. I'm all for Mastercard's sonic identity but instead of being forced to use that sound, what if the consumer was able to customize that part of their journey, using a sound that was already inherently meaningful to them? Sure you drop whatever consistent brand recognition is gained by using a universal sound, but you gain a valuable personalization touch-point. Imagine being able to swap the MC tone for the Classic Nintendo Coin "Ca-Ching" (instantly triggering a feeling of childhood innocence), or even a sound clip of Aziz Ansari saying "treat yo self," reminding customers it's ok to splurge. A bit gimmicky for sure, but no doubt those sounds would bring the user joy, lightheartedness, and probably even spark conversation with the store staff or their friends who share an affinity for those memorable melodies. Make the ability to activate said feature a perk of having a certain card or being in a certain tier, and the exclusivity might actually cause consumers to pay attention.
  • Posted on: 02/12/2019

    Barneys to become first major retailer to open legal weed shop

    If everyone is playing the pun game -- great kudos to Barneys for testing the (bong) water. I definitely see mainstream -- especially regional -- retailers getting into the space, but think that the upside will be in dispensaries, not paraphernalia. Creating an in-house dispensary brand and promoting white label designer strains might be good places to start. A focus on the innovation and consistency of a retailer's products will be needed to separate them from the stand-alone shops.
  • Posted on: 02/11/2019

    Is there really wisdom in the crowd?

    I'd be interested in understanding the usefulness of this application in factual vs. opinion questions. In the given example about Philly the question asked is a factual "right or wrong" answer, so there it is less abstract in the sense that the participant doesn't need to weigh two or more preferences that might both have positive and valid outcomes. Think: I like style A of a dress the most, although I like style B nearly as much. People might over-index on thinking they are unique and answer the second question more conservatively in that case. Or if they were made aware that they are comparing their opinion vs. what they think the opinion of the masses is, that might alter their answer to question one in order to appeal to their sense of individuality. Those complex problems aren't necessarily present in a "true/false" scenario.
  • Posted on: 02/07/2019

    Will AR change how people buy products from eyeglasses to wedding rings?

    As many above have said, I don't see AR technology necessarily replacing the need to physically try on clothes, accessories, etc. but it does help filter options. And not just filter within a brand's own assortment, but the fact that a brand (like WP) has AR app technology will be enough to have a consumer START their shopping journey with them. So AR functionality actually wins the acquisition/attention war at the brand-to-brand level and the rest is up to the quality of the tech and style of the products to close the deal.
  • Posted on: 02/04/2019

    Which commercial won Super Bowl LIII?

    I first saw Hyundai's "The Elevator" earlier in the day on Facebook on mute (with subtitles), and it still made me laugh out loud. So kudos for a simple concept with clever copy and the ability to be spread through social channels. The NFL commercial certainly was entertaining for those who know the players, the HBO + GOT mashup was as close to last years "Tide Twist" commercials that we got this year, and honestly I was super underwhelmed with the Amazon spots. The concept itself is great, but "Not Everything Makes the Cut" is a pretty ironic name for a campaign that was just so-so.
  • Posted on: 01/25/2019

    How much inventory visibility do retailers need to give consumers?

    Out-of-stock disclosure is getting pretty close to being table stakes. Real-time inventory levels can be helpful and low levels obviously promote action by creating a sense of urgency, but brands should be careful not to lean too heavily on those type of psychological tactics as they can sometimes cause consumers to make a non-optimal decision leading to buyer's remorse and a disincentive from future interactions. Interestingly U.K.'s Competition and Market Authority recently dinged some hospitality brands for how they were utilizing inventory and similar tactics with their online booking tools.
  • Posted on: 01/24/2019

    Which retailers deliver the best customer service?

    I have different expecatations of local retailers than national ones. Usually this means a greater focus on the personal interaction and feeling of inclusion/community. From national stores I expect speed, consistency and well-defined processes that I might overlook from a smaller, local shop. No company is immune from employees having a bad day and not connecting to the customer at the right frequency, but a brand that has a process in place where a dissatisfied customer can easily move up or along the chain to someone who will make it right is giving themselves a much better chance to succeed at customer retention.

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