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: 01/22/2020

    Is a ‘hassle cost’ justified in resolving customer service issues?

    There are people who will try to game every system and, unfortunately, a subset of these people don’t distinguish the lines between “gaming” and “cheating.” A degree of friction can be useful in deterring these illegitimate claims but, more often than not, if cheating your brand with a false claim is a person's end goal, they won’t be stopped by simple frustration tactics. The people being hurt by these unnecessary layers are the everyday customers with busy lives, just trying to check off a nagging item on their to-do list. And it is with that vast majority in mind that the sentence “benefits of adding hassles to customer service resolution” pains my soul.
  • Posted on: 01/15/2020

    Will Walmart become a fashion destination in 2020?

    Success for Walmart in the fashion space will need to lean heavily on a successful online presence. This may come as a shock, but between the giant claw machines and receipt checkers that greet you through the sliding doors and a floor staff that will have 0 interest in merchandising and actually helping a customer shop, I don't think their brick and mortar stores are optimized for an apparel shopping experience.
  • Posted on: 01/13/2020

    Does humanizing virtual assistants undermine consumer privacy?

    Twenty subjects is a pretty small sample size to draw conclusions from, but it certainly is an interesting premise for an experiment - I wish they had a bigger participant pool! I don't think that simply making a virtual assistant "personable" is enough to be successful, but a persona certainly needs to be carefully thought out. For instance, the personality for a beauty retailer should probably skew feminine and have a more bubbly personality, but one for a doctor's office will find more success instilling a feeling of expertise and confidence which right now might require the persona of a more to-the-point, male persona. The unintentional (or unavoidable?) stereotyping of gender roles and the impact that will have on reinforcing those perceptions is something that must also be taken into consideration. Creators of AI personas will have more power to shape culture than it might seem at the moment.
  • Posted on: 01/03/2020

    Better-for-you foods produce healthier results for convenience stores

    I see continued, but incremental, growth carrying forward for the “better-for-you” product set at c-stores. Changes to the appearance of their own packaging is one area where I have seen a pronounced shift for c-store brands, allowing for a wider variety of product offerings which all play into the healthy choice vibe. That, along with more educated consumers, will pull the healthy food trend forward.
  • Posted on: 12/23/2019

    Giant thinks AR-games are ripe for grocery aisles

    Agreed Dave that there is no way that this promotion is driving new traffic to their stores. The most likely strategy I see is that Giant is trying to utilize the game as a way to draw more attention to the Giant Choice Rewards program and drive downloads of its app. How successful it is at achieving those things is tbd. Hopefully Giant has a roadmap for next steps to actually capitalize long term on any increased awareness they are able to capture.
  • Posted on: 12/09/2019

    Why do so many people say ‘no’ to retailer loyalty programs?

    #1 is trust, plain and simple. Customers won’t open then door to a deeper relationship (especially one that requires them to provide more data) if they don’t trust your brand. That said, trust can manifest itself in different ways - from having an alignment on social views, to having provided a past track record of good experiences, to simply making it abundantly clear what the value prop is of the loyalty program.
  • Posted on: 12/02/2019

    Will its ‘culture of recognition’ be a game winner for Dick’s Sporting Goods?

    Agreed Patricia - and unfortunately inconsistencies in the execution of employee education and appreciation often lead to a widely varying CX for a store's patrons (especially from location to location). Another huge and related problem for retail employers is actually understanding what motivates their employees - for some direct accolades from the customer might be enough, but others crave the top down recognition from management. A holistic approach which (incoming sports pun in honor of Dick's) "covers the bases" is critical for successfully engaging such a diverse employee pool.
  • Posted on: 11/20/2019

    Should Santa be a loyalty program perk?

    Although I'm very torn on this, I am leaning towards Bob's POV. Brands are trying desperately to strike gold with the "experiences button" and this certainly connects as a great perk for those who qualify. The fact that they are charging money AND are already booked speaks to that. Of course looking through my sons' eyes, I would be devastated if we made a trip specifically to see Santa and were told "not for you" ... hopefully the volume of media coverage this received served as a warning so families don't find themselves in that situation.
  • Posted on: 11/15/2019

    Is the environment Amazon’s Achilles heel or opportunity?

    Most consumers know that their purchasing habits could be altered to make them more environmentally friendly, but there is so much inertia with the norm that it’s very difficult to translate that into action (as shown by the “environmentally woke Millennial” stat above — which made me chuckle and I really want to know how that segment was identified.) Making consumers aware of the actual, measurable impact their purchases have would be a noble undertaking for a brand, especially if they give customers a way to reduce that impact. (I like the MIT example, though wish conversion for waiting one day was more than 60 percent.) They just need to be careful not to frame a slightly more efficient path as a net positive for the environment.
  • Posted on: 10/29/2019

    Will six fewer holiday shopping days matter to retail performance?

    2013 was the last year Thanksgiving fell on the 28th, and it fell on the 27th in 2014. While how consumers buy certainly has shifted significantly in the past five or six years, retailers should be able to draw insights on what to expect from the past. I agree with Carol and Target that BOPIS is going to be a major factor for consumers purchasing in December.
  • Posted on: 10/25/2019

    What does artificial intelligence mean for loyalty marketing?

    I'm not sure it's the technology that is showing limitations, but more commonly it is the practitioners lacking imagination on how to best leverage it. Part of that comes from treading into new waters and not fully knowing what could be possible, but one thing is for sure - that problem won't be solved by sitting out on the sidelines. Loyalty marketing, with its long-term orientation, is the perfect sphere for utilizing AI. On the topic of achieving true 1:1 personalization, a major goal of loyalty marketing is helping customers feel part of the brand community - so while many brands today are losing sleep over the arduous task of customizing every touchpoint, they must not lose sight that it is still critical that they create an environment where customers can say to brands "I like what you are." Not what you are trying to be to me, but what you are. When that identification happens consumers will respond by actually personalizing themselves to the brand, and a loyalty marketer's job becomes just little bit easier.
  • Posted on: 10/22/2019

    What should retailers do when brands post fake reviews?

    I don't think the FTC's decision is going to tip the scales one way or the other for a brand. It will cause some brands to reign in and sharpen the elusiveness of their practices, but it's doubtful that it will cause anyone to stop (outside of maybe some brands that are direct competitors in Sunday Riley's space).
  • Posted on: 10/11/2019

    Google Shopping gets an upgrade

    At first blush price tracking seems to be the most wide-appealing consumer feature which Google will be able to do a lot with as people identify future purchase intention. The Episerver insight about Google still holding the edge in the "inspiration" department is the real opportunity. Amazon has a death grip on repeat commodities, but there is still great opportunity for Google to win the aspirational purchase war. Short of buying and integrating Pinterest - placing emphasis on this functionality of their brand experience is smart business.
  • Posted on: 10/07/2019

    What if stores innovated like restaurants?

    Agreed Frank - it's not exactly fair to compare some of the most innovative and socially tactical QSR brands against retailers that have had their struggles well documented. Restaurants also often have the advantage of their customers purchasing from them at a much higher frequency than retailers (could you imaging going to J.C. Penney as often as your favorite QSR?) - and this frequency of interaction creates a reason for a deeper dialogue between customer and brand. Many retailers who we might score high in successfully innovating (Amazon, Kohl's, Target) also share that advantage.
  • Posted on: 09/26/2019

    Can grocery shopping make people less lonely?

    Jumbo's initiatives are certainly worth pursuing, and I imagine will have a certain level of success with older generations. One of this issues for younger generations is not an isolation from others, but rather an OVEREXPOSURE to others, specifically to loose social connections. So while the term "social isolation" might be an accurate representation of the feeling one has when experiencing it, it is not representative of the cause, which is complicated. But back to the Jumbo initiatives - any experience that allows for recognition and confirmation of the innate value of others is good in my book.

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