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: 09/18/2018

    Macy’s expands in-store pop-up concept with Facebook’s help

    I think Macy's gets beat up more than it deserves. All of these examples showcase that they are certainly working not just to evolve with the space, but to lead in it. The part of the story that really jumps out to me is the VR furniture numbers. A 60 percent increase in basket sizes and fewer returns, and that tech is only being implemented in 10 percent of its stores. It should be an interesting holiday season for them!
  • Posted on: 09/14/2018

    Are ad agencies history?

    The problem with relying on Google, Facebook, and (especially) Amazon for feedback on data is unless you are a behemoth of a company, you won't get the time of day from them. Yes, they have the data, but they are not set up to be client-focused organizations like agencies are. As long as agencies respect this core value and brands are OK sharing their data with them, the agency world has a clear and bright future ahead.
  • Posted on: 09/11/2018

    Will ‘drops’ yield more fashion buzz or busts?

    Upside, for sure. Two pros of utilizing "drops":
    1. It allows a brand to increase the urgency to purchase by inflating the perception of who wants purchase. It's easy to scroll down a newsfeed, like an image, and move on -- so when items are teased on social media 100,000 people could like the image and share, when in reality only 1,000 people actually have the intent to spend the money to purchase it. It increases the perception of scarcity and reinforces the purchase decision for those who do buy when they see how desired the product is on a social setting.
    2. A potential issue that the article brings up is that these types of sales attract re-sellers rather than authentic customers. One approach to curb that problem we encourage brands to utilize in the loyalty space is to find their version of these types of exclusive releases which can be positioned as "invite-only" events to their most elite customers. Nothing groundbreaking here, but in this scenario loyal customers are rewarded by a brand giving them enhanced social status rather than merely points or discounts -- something that is often more valued by elite or long-tenured customers.
  • Posted on: 09/05/2018

    Nike campaign tests ‘all publicity is good publicity’ adage

    I respectfully disagree Art. When a company or celebrity decides to publicly position themselves on an issue, it creates an emotional bond that allows for customers to enjoy their product or performance at a deeper level if they align. If they don't, the opposite may happen -- and that is OK. Using your Home Depot example, would you prefer that JJ Watt did not use his platform to help raise $37 million for Hurricane Harvey? You can't ask for the philanthropy without allowing the opinions and personalities to come with it. What you are proposing is that public figures and institutions should become detached robots with no pulse, which is not the world I want to live in and a dangerous precedent for companies who have the power to greatly impact the environment and shape political policy.
  • Posted on: 09/05/2018

    Nike campaign tests ‘all publicity is good publicity’ adage

    Nike knows who its customers are. They might lose some sales on the fringe, but overall this ad will help invigorate their core and continue to propel them forward. The most interesting subplot to me is how the relationship between Nike and the NFL will shift. The NFL has a deal with Nike for jerseys through 2028, so Nike making the decision to run this campaign with the man engaged in a legal battle with the league for blacklisting him is essentially a big middle finger to the NFL and its commissioner, knowing that there isn't much that they can do about it. I feel like this is not the last time we will see a Kaepernick ad this season.
  • Posted on: 08/29/2018

    What should retailers do to ensure seafood sustainability?

    I think it is definitely a case of "you don't know what you don't know" and in the case of seafood sourcing practices there is not nearly as much awareness of the issues as there are with some of the other aspects of the grocery experience -- i.e., single use plastic bags at checkout, organic produce, free-range farming. (Perhaps this is also more of a Midwest bias I hold, as we are surrounded by crop farming and cattle so there is a higher level of visibility to these industries. But when it comes to fresh seafood, "how was it sourced?" seems to take a backseat to "how did it get here?" in most conversations with grocers/restaurants.)
  • Posted on: 08/27/2018

    REI finds an audience for used gear

    Great call outs Charles, the "treasure hunt" adventure is something that is largely missing from the outdoor goods shopping experience since the price points are usually high enough that purchases are very much planned. I have a yellow North Face shell that I found at a used book store called "Old Man Berkins" in Breckenridge, CO and it is one of my favorites not only because I have never seen another like it but also because of the fact that I was at the right place at the right time to find the deal.
  • Posted on: 08/24/2018

    Will Kroger’s ban mean the end of plastic bags in grocery stores?

    2025 is a very reasonable timeline. The way that this movement is headed (look at California lawmakers' decision on plastic straws yesterday) would suggest that there will be some sort of legislation in place to address single-use plastic bags by then anyway. Coming out now to acknowledge this allows for them to garner solid PR and become a leading voice in the conversation so they can begin to influence the outcome. Good on Kroger for helping further the cause.
  • Posted on: 08/20/2018

    Three reasons why Gen Z ignores your loyalty program

    It's not just Gen Z whom loyalty programs need to change for. It's everyone. Gen Z just doesn't have as much exposure to the old design and tactics, so it is easier for them to adapt or imagine a different future state. The direction loyalty programs look to be moving is less cut and dry than the tit-for-tat programs we are all so familiar with. The back-end will still look like a loyalty program to the brand -- with behavior tracking, tiers and levers to pull for enticing behaviors. But to the consumer a lot less focus will be put on the formal program structure -- rules, points, rewards, and more will be put on a fulfilling and meaningful brand experience. The key is still building a relationships between consumer and brand and companies positioning themselves so their brand helps consumers grow relationships with their peers. Gen Z, like Millennials, is a very self-conscious cohort. Your brand has to help give social status, and if your loyalty program is able to help you deliver that value, it will be well received.
  • Posted on: 08/16/2018

    Gallup poll says consumers prefer to shop for their own groceries

    Americans will eventually make the switch, but there will be other significant cultural and technological shifts that come into play to help it along the way. Truly autonomous cars for one could fundamentally shift the norm for how grocery shopping is done. As it exists today, I do see two aspects of the experience that could be tweaked to improve:
    1. The ability of consumers to add notes on specific foods -- especially the perishable ones. When I shop for bananas, I get a spectrum from yellow to green, so they aren't all ripe on the same day forcing me to repeatedly make banana bread with a bunch of browns. Letting the shopper know little preferences like this would be helpful.
    2. Allowing me to leave a tip after I receive my groceries, not at the time of ordering or delivery. Let me look through my items, make sure everything is accounted for and reward the shopper for picking out superb produce. That might help incent the shopper to be intentional about what they select (but only works in the model where there is a 1:1 relationship with the person selecting your items and delivering them).
  • Posted on: 08/14/2018

    ‘Less is more’ when competing with Amazon

    Analysis paralysis is certainly a very real thing, but Amazon helps its consumers overcome a major part of that barrier -- the fear of making the wrong decision -- with their ultra-fast shipping and lenient return policy. While curated collections will help in some industries, retailers who wish to compete directly with Amazon need generous return policies as well.
  • Posted on: 08/09/2018

    What’s the ideal soundtrack for grocery shopping?

    It seems like studies have been conducted all over the world with varying results. I wonder if cultural norms play as big of a role as demographics? It is obviously easier to cater to your audience in a more targeted specialty store, but generic department stores and grocers definitely do face a challenge with finding the right mix (pun kind of intended?).
  • Posted on: 08/09/2018

    What’s the ideal soundtrack for grocery shopping?

    Back in college when I worked in the produce department at a local grocery chain they played "The raindrops keep fallin on my head" song every time the misters went on for the fresh lettuce! I have flashbacks every single time I hear the song -- haha.
  • Posted on: 08/07/2018

    Starbucks prepares for a Bitcoin future

    I'm not certain that it really makes sense for many brands besides Starbucks to be involved in the cryptocurrency pioneering conversation. While the long-term potential is very real for some form of crypto to become ingrained in Americans' every day spend, until the sector becomes more regulated and clear of valuation manipulation, the liability remains far too high for retailers to take on.
  • Posted on: 08/07/2018

    Fred’s amps up the treasure hunt

    There is no doubt that there will be a market for Fred's Closeout Bonanza. Sheer curiosity is enough to get customers through the door, but is it sustainable? Without having insight into the economics I can't say whether it would make sense for other retailers -- or Fred's for that matter -- but it certainly would not make sense for any company selling their own brand of goods, the devaluation is too intense. I wonder how Fitbit, Mr. Coffee and other companies whose brands are being sold at these deep discounts feel about this strategy long term?

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