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: 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.
  • Posted on: 05/06/2020

    Will COVID-19 turn us into a society of health nuts?

    Nope. Health and wellness retailers will try to leverage it to their ends the same way baking, restaurant, alcohol, and frozen food brands will to theirs. And in the end, people will remain creatures of habit.
  • Posted on: 05/01/2020

    There go the profits. Amazon to spend $4B on coronavirus response.

    Amazon was light years ahead of its competition with positioning its business to be sustainable during a potential pandemic, and it is reaping the benefits of that now. With regards to its actual, "action-taken" response so far - in my mind it has been at or perhaps just below the level of some others, but its pre-pandemic position was so strong that there hasn't been notable impact. Its investment announcement will reinforce the decision of existing buyers and give them some grounds to defend their support of the brand, but won't help gain new favor or customers. Amazon knows these are times of customer retention, and is implementing strategy accordingly.
  • Posted on: 04/28/2020

    Tyson Foods chair says ‘the food supply chain is breaking’

    Not trying distract from the immediate COVID-19 concerns, but wouldn't it be awesome for the environment if the U.S. realized that it could shift its habits and survive while meat production -- and therefore consumption -- was down 25 percent? But if that change is ever going to be sustainable it will need to be driven by demand, not supply, so this supply chain interruption won't have any meaningful impact there.
  • Posted on: 04/28/2020

    Tyson Foods chair says ‘the food supply chain is breaking’

    Agreed - definitely sounds like someone in marketing recommended a classic distraction play to get as ahead of the "confirmed cases" lead as possible.
  • Posted on: 04/17/2020

    Some customers play bait and zero tip tricks on Instacart shoppers

    I agree with Ben, the rating system seems like a good place to start. In these times with demand for a service that is so high, I think that Instacart could certainly institute a flat tip that is required for its shoppers. However, tipping off of the dollar value of one's cart seems a little off in that scenario - perhaps a flat tip based on the time it takes to fulfill and deliver would be better received. This way people buying high ticket items aren't penalized and it would discourage people from buying just a few items at a time.
  • Posted on: 04/13/2020

    When should non-essential retail stores reopen?

    Hopefully brands have the backbone to abide by this, even when they have the option to reopen because the agendas of individual governors and "economy over everything else" politicians who decide to push the the envelope because "America."

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