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 offers: www.maritzmotivation.com

For the Tiger fans: www.everytrueson.com
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  • Posted on: 07/16/2018

    Target offers discounts as teachers prep for back-to-school

    Agreed Frank! I was hanging out with a couple friends who are teachers this weekend and this promotion got brought up. My initial stance was that it seemed like a bit of a publicity grab from Target with only a 15 percent discount and they both agreed that while it probably was, they both would still be taking advantage of it. So it seems like everyone is a winner -- and I hope that more retailers continue to focus on this in the coming years to support our educators!
  • Posted on: 07/13/2018

    Did Build-A-Bear destroy its brand with a successful promotion?

    I think Build-A-Bear actually handled it quite well. Sure not everyone was able to get their bear, but no major instances of violence or especially inappropriate behavior were reported - at least that I saw. As for future demand, the upset parents might hold a grudge but their disappointed children won't! If anything missing out yesterday will make them want a Build-A-Bear even MORE so the brand lives on. I think the crazy takeaway from this is the limited value people have for their own time. Driving to the mall then standing in line for two to four hours to save what, $20? Just another check mark against the "rational consumer" box.
  • Posted on: 07/12/2018

    Survey: Customer experience tech rivals personal attention from staff

    I agree, small retailers have the ability to customize and adjust the technology they utilize in a much nimbler manner.
  • Posted on: 07/06/2018

    Urban Outfitters buys into installment payment plan

    It seems like Afterpay is having success, but it definitely surprises me. The founder's quote raises my eyebrows: “Afterpay helps shoppers get over that initial price hurdle by offering a platform to help budget for things that they want...This is particularly relevant for millennials who are reluctant to use credit cards.” My concerns are:
    1. I have not really seen a trend where Millennials do not want to use credit cards (quite the opposite);
    2. They seem to be targeting the fashion/beauty market which I wouldn't think is the place people would need to "get over a price hurdle" (at least in healthy spending practices);
    If this were to become more common place, I have concerns about users being able to keep track of their outstanding payments and knowing what the actual balance of their debt/savings ratio is. Hopefully it would not be abused to this point, but I suppose we already have the same issue with credit cards in this country!
  • Posted on: 07/03/2018

    Ride-sharers buy while they ride

    Many rideshare drivers already offer passengers bottles of water or small snacks out of the goodness of their -- oh wait it's for the tips. I wonder what percentage of the GP the drivers are able to take home from Cargo? Drivers might be better served continuing to offer these items as a free perk that leads to a better passenger experience, and in turn higher ratings and larger tips.
  • Posted on: 07/03/2018

    Amazon announces Prime Day-and-a-half

    They can't compete during the event itself. Competitors might have a limited upside by hosting an event prior to Prime Day, enticing consumers to cross off items on their wish list before they see the deals on Amazon.
  • Posted on: 06/28/2018

    Are retailers overlooking their communities?

    To piggyback off Nikki's point -- local and small businesses do get hit up for donations a lot. Part of this is because those searching for the donations genuinely do want their event/fundraiser to feel like it is part of the community by bringing in nearby and well-known businesses. The other reason is that they are much more accessible -- it is very easy to simply walk into a store and either talk directly to the gatekeeper or find out their email address. Not so the case with bigger corporations. I would recommend that local stores set up best practices like only donating to 503c entities, having off-the-shelf donation packages, asking what type of recognition they will get and, of course ensuring that they agree with the cause to which they are donating in the first place. Being a good corporate citizen, especially at the local level, can help brands move up the relational access of loyalty framework (the opposite end is transactional) and into the spaces of true and cult loyalty.
  • Posted on: 06/25/2018

    Past browsing does not indicate future purchase

    Retargeting is much easier at the brand level than the product level. This avoids the "I already purchased this" reaction and likely still showcases meaningful messaging (albeit less so than a specific targeted product) to the consumer. Brands that sell products that are more a choice of fashion than function will have better success with this -- getting a banner ad from Uline after I bought their trash can probably won't have the same impact as getting one from Patagonia after buying a better sweater.
  • Posted on: 06/20/2018

    IKEA says no to plastic

    Yes -- along with this being the right move for our world, there is definitely an upside for companies to strengthen the emotional connection with their consumers by taking an active role in this conversation. It is imperative that brands take the initiative themselves to build sustainable practices into their business because as much as consumers might agree with the cause, humans are notorious for just defaulting to past behavior and what is convenient. Brands have the power (and responsibility) to create the new social norm.
  • Posted on: 06/18/2018

    Is Amazon killing Barnes & Noble’s chances for a turnaround?

    I 100 percent agree with your assessment on their cafes. Cramming a Starbucks into a corner with awkward seating arrangements and hoping it solves the rest of the outdated problems is not the answer. However I do think continuing to diversify their product offerings would be smart. Personally, the last trips into a Barnes & Noble I can remember were for children's gifts and records. In my opinion they house too many genres/books. Without seeing their numbers I would assume a significant portion of their sales come from new releases, mainstay series and displays. They should focus resources on keeping those sections updated and engaging. If someone comes in that wants a specific book that isn't in stock, a Barnes & Noble employee should be able to order said book to be delivered directly to the customer's house on the spot.
  • Posted on: 06/14/2018

    Retailers stand out by vetoing the ‘pink tax’

    The luxury vs. necessity designation on feminine hygiene products is the biggest injustice from this larger grouping for me. From an economic standpoint I don't think pricing disparities across all categories need to be adjusted unless the goods aren't selling. But the taxation of core necessities is something that truly needs to be addressed (kudos to the states who have already made those changes on their own). Brands have an opportunity to raise their voices in support of this change from a corporate standpoint, which I think will have the most impact long-term.
  • Posted on: 06/11/2018

    Brands win with TV 2.0 and the new direct mail

    Direct mail can be a bit daunting from a cost and measurable ROI perspective, especially with many of the new click or conversion models that online provides. New acquisition through direct mail is a tall order, however it can be very successful at increasing the lifetime value of existing customers - especially those who have recently engaged or are part of a loyalty program. Make sure the piece is distinct and messaging is clear! Personally, I will have sorted what is going in the garage recycle bin vs. what I will be taking inside to actually open within the 20 steps from my mailbox to my door.
  • Posted on: 06/07/2018

    Retailers get real with high-touch service

    Giving CS agents the freedom to create memorable moments like sending flowers for a wedding or a gift basket for a newborn is a really great practice that not only provides value for the consumers on the receiving end of the surprise gesture, but it also creates a more fulfilling experience for the employees themselves. You can tell pretty quickly whether someone one the phone is in a good mood or a bad mood -- giving employees the autonomy to create is key to a happy workforce, which is infectious to the customers.
  • Posted on: 06/04/2018

    Retailers can make personalization work

    If every brand had the same advantage as Spotify -- a new data point on every customer every three minutes for two+ hours a day -- I think they would find a way to execute in this space. What Spotify inherently has and Vans has done is provide a platform for the consumer to self-identify preferences in a manner that doesn't seem forced. They also both provide an incentive to do so: with Spotify I get better playlists and Vans gamifies their info journey by giving away points for questions answered. The key to good data is creating an environment where the consumer is actually excited to provide information. It not only creates a better CX, it actually improves the quality of the information provided by the consumer.
  • Posted on: 05/31/2018

    New Whole Foods’ store-within-a-store concept is ‘rooted in nature’


    Whole Foods customers are introspectively aware that they are "Whole Foods" people. It seems like the Plant & Plate offering aligns with that persona. If Amazon/Whole Foods can offer parallel products in-store that reinforce this personal brand image, it will only strengthen consumers commitment to their lifestyle and the Whole Foods chain.

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