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:

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  • Posted on: 12/02/2020

    Will ending minimum purchases turn Walmart+ into a serious Amazon Prime rival?

    To answer the question in the article title: No. I'm also not sure that it will add to the membership base - but it will help retain customers that are already members. Frequency of orders will likely increase for the member base and it could certainly alter some purchasing habits. Whether Walmart is ready to handle those changes while still retaining margins remains to be seen.
  • Posted on: 12/01/2020

    Dick’s Sporting Goods to test new ‘Public Lands’ outdoor concept

    Demand will subside in certain markets and demographics, but it will remain in others. And seeing as there was already a market for large scale outdoors-themed stores (a la REI) pre-pandemic, it makes sense for Dick's to leverage their retail expertise and vendor network. I think REI will be able to handle the competition (and may even welcome it, if it brings a wider audience into the fold) but the more local chains might have reason to be concerned if a "Public Lands" opens nearby.
  • Posted on: 11/23/2020

    Will sports marketing become a victim of the pandemic?

    Certainly an anomaly - and I think it has had less to do with the election and much more to do with an unusual (shortened) season and retrofitted playoff structure (for hockey and baseball). Many casual fans saw this season as an *asterisk season which didn't hold as much meaning. Football has been the best equipped for TV viewership for quite a long time, but even more so now in a time where many people's schedules have been disrupted - football is holding its regular 16 game season, with games at the same starting times as always, and every game matters so much that the stakes (and viewership) stay high. Plus with the gambling industry and the fantasy sports trend more developed in football, there are reasons for non-allegiant fans to still consume the product.
  • 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.

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