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: 09/15/2021

    Rite Aid is going remote-first with its corporate workforce

    Georganne, you made two important callouts for this "debate" (which clearly there is no universal answer for).
    1. There are certain jobs and industries (like a retail buyer) that are naturally going to lend themselves to a more productive result when there is a dedicated collaboration space employees can go.
    2. Personality type and stage of life are going to influence the effectiveness of each environment (home vs. office) to a greater degree than we probably gave them credit for prior to the pandemic. I am an extrovert, but luckily my wife was also working from home, so at-home work wasn't so bad. If I was alone, I think it would have been really draining on me to be so isolated. The reverse is true for others.
    All in all - if your business allows for it, some type of mixed model is probably best for now in my opinion.
  • Posted on: 09/07/2021

    Why does Amazon want a branded TV?

    I agree with the projected placement, Oliver. I own a couple TCL Roku TVs and that quality picture (which is quite good) + Amazon bells and whistles seems to make sense. It will be the easiest way to get the largest footprint in homes so they can micro-monetize, and that is clearly what Amazon is after -- not high-end prestige.
  • Posted on: 08/31/2021

    Best Buy builds a virtual store to assist customers remotely

    As long as the wait to talk to an associate is minimal, the virtual store has the opportunity to be a really great customer experience, and a story that customers are likely to share with friends. I think there are some data driven "secret sauce" options that could differentiate the virtual experience from in-store, for example if Best Buy is able to share a virtual customer's browsing history on the Best Buy website (in an quick and easily digestible fashion) prior to them hopping on a call, it could help the Best Buy team member anticipate needs and show up really well. The same could be said if they were logged in and the team member had access to their purchase history to understand tendencies and budget ranges.
  • Posted on: 08/26/2021

    Should grocers take a lead role supporting weight loss efforts online?

    At some point the burden of responsibility needs to rest on the consumer. Education on healthy eating is available, but needs to be digested (no pun intended) and practiced on a deeper level than labels and filters - which could steer many uneducated, albeit well-intentioned, consumers in the wrong direction. If grocers want to get involved they can host healthy eating clinics and prep classes to get the hand raisers. If they are able to do this, and even if it is a loss-leader to lower the barrier to entry, I think that they will see quick returns.
  • Posted on: 08/11/2021

    Knowing when to make a change for a brand’s sake

    The most common reason I have been seeing rebrands over the past five years is to adjust the brand standards to be optimized for the digital world. Many legacy logos were created to live IRL and their complex dimension or wordmark does not translate to a screen in a hand or an app bubble. The advice I have is to start with the basic lines and add as few strokes as possible. "Striking simplification" has been the path to success for many major re-rebrands recently.
  • Posted on: 08/03/2021

    Will increasing mall traffic hit a speed bump due to the Delta variant?

    Areas with lower vaccination rates and higher surges are going to be the ones with the least disruption. At this stage, 1.5 years after the initial outbreak, you know who is going to change their behavior and who isn't. Areas with higher vaccination rates (and therefore a population which is more cautious) will see some decrease in foot-traffic, but probably not as significantly until the spike in cases get much worse (which hopefully does not happen).
  • Posted on: 08/02/2021

    Has Simone Biles struck marketing gold at the Tokyo Olympics?

    Any company who drops her as a spokesman -- get ready for the backlash. Obviously sponsorships were not on her mind at all when making her decision to take a break for her own safety, but it should open up some new opportunities - hopefully more meaningful opportunities - than simply slinging cereal. Well done Simone, and good luck on the balance beam!
  • Posted on: 07/30/2021

    Amazon forecasts slower growth as it laps last year’s insane online sales gains

    Unfortunately, unless some of these newer surges get under control (I am in Missouri, so I understand we have more new cases than most), I think that Amazon is going to have another holiday season where they dominate sales as people will be at least slightly more hesitant to go out and about. Competitive advantages will continue to be seen through their logistics and AWS as a revenue source.
  • Posted on: 07/20/2021

    Is it time for retailers to reinstate pandemic protocols?

    While it is not the responsibility of retailers and their employers to stop the spread, they certainly have the ability to tip the scales. There is a lot to be said for the pressure of social norms and employees wearing masks can prompt it. Personally, I carry a mask in my pocket and usually (but not always) pop it on when entering a store. If the employees are wearing masks I feel normal, but if they aren't I feel like they are looking at me like I am unvaccinated because I am wearing a mask. And I think that is a big part of the problem. By having the "masks not required for vaccinated" and "masks required for unvaccinated" retailers are creating very visual in-group/out-groups (and it is impossible to enforce). If retailers were to go back to a blanket "masks required," sure some people would be mildly inconvenienced (emphasis on mildly), but it would be a much MUCH more effective route then asking customers to self-regulate honestly and self-identify uncomfortably.
  • Posted on: 06/23/2021

    Forget digital first. Stores first, digital second is the future of luxury retail.

    To piggyback off what Bob said, there are certain products where the experience of the purchase is just as - if not more - important as the functionality of the good. In fact in a recent C&Co. market study, 44 percent of consumers said they prioritized the experience a company provides over the quality of its product when making purchase decisions. (Obviously this will vary across purchase decisions, but the sentiment remains). Luxury goods also have the odd added quirk where "the pain of paying" actually can become a central, and positive, point of the experience - as customers enjoy being able to showcase that they are able to pay, and the cost of the item is a corollary to the status inferred to the owner. The experience of being able to walk into a store without something, interact with humans (and gain a puff of status along the way), and walk out with a product is not something that is able to be replicated online.
  • 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.

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