PROFILE

Evan Snively

Loyalty Strategist, Maritz Motivation
Evan Snively is a Loyalty Strategist in the Customer Loyalty division of Maritz Motivation, the premier full-service solution provider in the loyalty industry. Maritz partners with brands including Southwest Airlines, Marriott, IHG, HSBC, 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://www.maritzmotivation.com/expertise/loyalty For the Tiger fans: www.everytrueson.com
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  • Posted on: 10/19/2020

    Should local book stores be taking on Amazon?

    As long as bookstores are able to stay on the side of the fence that is tongue-in-cheek rather than genuinely mean spirited, there is nothing wrong about this campaign approach. Book stores have traded on the ability of being able to make people feel good when they are in their stores, not feel guilty. Long-term their success will depend on being able to hone that sense of community and belonging. The #BoxedOut campaign can achieve this, and will have a longer shelf-life in they utilize tactics to do so.
  • Posted on: 10/12/2020

    Staples to accept returns from other stores

    I agree with many of the other BrainTrust members who point to the customer-centric nature of this as good. However there is a longer term concern I have with regards to removing too much friction when it comes to returns. It is my opinion that some level of commitment is necessary for healthy consumption behavior. If there is little risk from clicking a button at your home and being able to return any item around the corner, there is an environmental toll from shipping/restocking (especially on goods that might not have been purchased, or more thorough research would have been done prior to purchase). I don't feel like this Staples initiative is hitting that point yet, but it is just something that needs to be included in the equation moving forward.
  • Posted on: 09/14/2020

    Will locals choose Brooklyn over Bezos?

    Cinch Market is a strong enough business model to be sustainable, but not anything that Amazon is going to put on its radar. Success will depend on the sign-on of a handful of well-known local businesses that really help champion the platform. There needs to be a reason for buzz and exploring start-ups or small businesses that are hit or miss wont be sustainable. Being able to hit the same-day delivery mark consistently could also be a reason to create some social momentum. Best of luck to them. P.S. - who knew Dr. Fauci was such an entrepreneur!
  • Posted on: 08/26/2020

    Will Walmart’s online wellness hub produce healthy returns?

    My knee jerk reaction was "sure, wellness tips from Walmart is what America needs..." but the more I think about it, the more I am inclined to pull the sarcasm out of that remark. Maybe wellness tips from Walmart IS what America needs. Bite size (no pun intended) content which is easy to digest (OK maybe subconsciously these are intended) coming from a source where consumers find themselves is exactly the type of nudge that might have a chance to connect. I don't think it will hurt the health cause, and if there is a chance to widen the breadth of items consumers buy at Walmart, that will be a win for the brand as well.
  • Posted on: 08/13/2020

    REI is going remote and selling its corporate headquarters

    1. That is a giant and undoubtedly very unique space - I am curious who the buyer is.
    2. I do think that REI will be successful in their efforts. The move is in line with their cultural values and so I would expect most employees to support and embrace the move. As for the success of other retailers, it really is going to be a case by case basis and prior company culture will certainly play a role in each brand's success.
  • Posted on: 08/04/2020

    Is now a good time to launch a retail startup?

    If your business plan is the exact same as it was in January of 2020, you are doing it wrong. The advantages that come along with launching a business in a pandemic are not 1:1 as launching in a downturn. For starters, make sure your business is not reliant on "picking up" by a set date in order for solvency. The future is still very much murky, and nimble business plans with low fixed costs will be the ones to come out ahead.
  • Posted on: 07/23/2020

    Is there a path to profitable grocery delivery?

    The solutions being discussed by many who are much more grocery savvy than myself seem to be really leaning into tech and infrastructure changes that will be able to best leveraged by large chains due to economies of scale. Is it the opinion of those on the BrainTrust that local grocery chains are going to be adversely impacted by the need for these expensive investments?
  • Posted on: 07/10/2020

    Is consumer arrogance driving word-of-mouth recommendations?

    “It is predicted that in 10 years, the conventional world of marketing will disappear and will rely only on word-of-mouth marketing" seems like a bold stretch and the fact that it is followed with a qualifier ("especially for those...") sort of contradicts the statement. I certainly don't disagree with the concept of consumer arrogance leading to word of mouth boasting, but marketers will find much more success if they are able to trigger WOM marketing which is excited and inclusive, with the person spreading the word wanting to invite people IN to their circle, rather than the braggadocious "I got a better deal than you" form, which won't lead to healthy brand affinity (not to mention the personal relationships...).
  • Posted on: 07/06/2020

    Walmart debuts virtual summer camp and drive-in movie programs

    Specifically with regard to the marketing/merchandising opportunity - I would say that there should be new opportunity for the Netflix/Amazon/Disneys of the world to capitalize on TV shows. I know that this was already going on before, but it was more limited to the top echelon of shows and more specifically, movies. With more screen time (guilty parent here), the bench of TVs that kids are cycling through presents opportunities for some of the lesser-known or just brand new shows to get their merchandise out there. It could be a huge success (though parents might hate it) if there was some way to allow purchases in-app after a show - maybe when you got to the end of the season it could recommend the merchandise or books associated with it. Thinking specifically about Amazon, they could track time spent watching a specific show and then email "Top Fans" a limited-release offer of related merchandise to convert viewers into customers.
  • Posted on: 07/06/2020

    Walmart debuts virtual summer camp and drive-in movie programs

    I thought the same thing Lee -- pushing all-in allows them to really commit and take advantage of the summer season. A test/review/rollout might miss the window of opportunity for this specific initiative -- and maybe they have something new up their sleeve for fall/holiday/winter...
  • Posted on: 06/29/2020

    Can Kanye West make Gap cool again?

    I think there is a typo in this title, it should probably read "Can Gap make Kanye West cool again?" lol. In all seriousness, Kanye is a super sharp and savvy businessman and the contract construct definitely seems positioned to make sure that the YEEZY + Gap collab is a success. The reach and credibility that Kanye will be able to provide is enormous for Gap - they need to make sure that the in-store experience delivers on the hype. That is the biggest potential hurdle I see here - blending the current Gap brand with this collab in-store and having them both be authentic.
  • Posted on: 06/09/2020

    Loyalty marketing is at a crossroads

    In our 2019 consumer study Maritz Motivation found that Mercenary Loyalty (transactional/reward based) was the primary driver of brand loyalty for 48 percent of the population. While this represented the most prevalent mindset, it was a decrease of 7 percent from the previous year, with True Loyalty (emotional/experience based) climbing +8 percent to 38 percent. So setting the stage in that regard, transactionally focused consumers already held the edge, though they were losing ground. Obviously 2020 and 2019 are very different times. As Bob's story pointed out earlier, even if a customer is initially drawn to a brand for transactional purposes, the higher they climb in a program structure/the more they engage with a brand, the harder it is for the consumer to ignore the relational side of things (and vice versa for the brand if they are to be successful). Because of the pandemic, the frequency with which customers have been able to engage with their favorite brands has taken a hit in many industries, so transactional offers may be necessary to re-invigorate the customer base, but that doesn't mean that the relational expectations disappear. To the contrary, they will likely be even more heightened than before, as personal stress and emotion are running at a higher base line than they were pre-COVID-19. And when discussing loyalty and purchase behavior let's not lose sight that this pandemic is not the only force of disruption in the current environment. The Black Lives Matter movement has given consumers another reason to do business based on emotion and belief, instead of purely a cost basis.
  • Posted on: 05/29/2020

    Socially distant Americans find comfort in retail therapy

    Maritz saw a pretty significant spike in redemption of exercise equipment and related "home health" categories in March and April. This has slowed a bit, but I was surprised to see that this category was the least purchased at 3 percent. Perhaps customers don't consider items that push them into the realm of physical pain as a "comfort buy." With that in mind I would be careful not to interpret this data as "COVID-19 consumer spending habits," but just a SPECIFIC type of purchasing behavior (which is more interesting anyhow!).
  • Posted on: 05/19/2020

    Wegmans breaks price increase news to its customers

    Every brand has a different relationship with its customers. If it's a mercenary, price-based relationship, then explaining every price increase certainly is not going to encourage shopping. However if it's more in the true/cult realm (like I believe Wegmans tends to be), then having a more transparent dialogue - especially one that appeals to the sense of reason and humanity of all involved - will be well received and engender more loyalty at the end of the day.
  • Posted on: 05/11/2020

    Is the coronavirus pandemic sparking a meal kits comeback?

    I have seen many local grocery chains really stepping up their game creating basic meal kits or at least a larger variety of pre-prepped food options. None go as far as a Blue Apron, with every ingredient separate and multiple meals - but if Blue Apron or others wanted to branch out their business model and create in-store box sets, I think customers would be pretty receptive to that right now. Minimizing time needed in the grocery store by pulling all the ingredients together plus people buying weeks of food at a time instead of days.

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