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: 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."
  • Posted on: 04/09/2020

    Are retailers nimble enough to give consumers what they need and want right now?

    Retailers have been honest about the uncertainty and constant changes happening to their business - especially how that impacts their employees, which is a story that is resonating with consumers. One way I have seen brands adapting to help their cash flow is ramping up efforts to sell merchandise and gift cards as shows of support and future purchase intention when days are brighter. This allows a little cash flow, but consumers are more likely to "do this favor" for local retailers vs. national ones. My favorite example of adaptation is breweries everywhere using their equipment to make hand sanitizer -- as long as they are able to keep enough of their core products flowing to keep us all sane while stay-at-home orders last!
  • Posted on: 03/30/2020

    Crocs, Walmart, Unilever and others have stepped up during the coronavirus outbreak

    Supporting those in need, particularly health professionals, is a wonderful way for companies to showcase their brand values during these trying times. Hopefully in addition to helping those at the front lines, every company is working just as creatively to support its own employees through the crisis. US Bank raising the pay rate of front-line employees by 20 percent for the time being is an act that stood out to me.
  • Posted on: 03/23/2020

    Costco is refusing returns on hoarded items

    Twenty years ago both brands and retailers could play the price equilibrium game any time they wanted, but today the stakes are too high and thankfully the wrath of the internet will put in check any who are greedy enough to attempt.
  • Posted on: 03/04/2020

    Will a lack of paid sick leave cost retailers as the coronavirus outbreak spreads?

    Agreed Jeff - it's the responsibility of in-store management (and of course the brand) to make sure that employees know that their jobs will not be in jeopardy if they need to take a sick day. Unfortunately, there will always be employees who push the leniency of the rules and create difficult situations for both their managers and co-workers. When I last worked in a food service environment the pressure to show up was more driven by not wanting to put co-workers in a bind (and then have them resent me for it) even more so than the paycheck incentive. Treading the line of being over/understaffed is a fluid problem that greatly impacts the EX, CX, and the company's bottom line.
  • Posted on: 02/26/2020

    Will a CEO’s crowdsourcing plea save Modell’s Sporting Goods?

    when the CEO says "I've got no choice...it's a long shot" when referring to the investment he is seeking it really gets me excited to offer up a line of credit! *facepalm/thumbs-down emoji*
  • Posted on: 02/21/2020

    Unilever will end marketing to young kids to fight childhood obesity

    There will always be unhealthy options. Those options will almost always taste delicious. Kids will always clamor for these treats, even the ones they have never tried. I have absolutely no qualms with Unilever taking the actions it is, and applaud recipe changes that reduce sugar. For me the biggest issue isn't manufacturers creating decadent sweets, it's that "These days, 71 percent of parents believe that children hold sway over how much they spend on products." I'm not a curmudgeon, in fact admittedly I cave in to my boys allowing them to eat more sugar than they should, but at the end of the day unless a child has their own money and own shopping outings, a parent has 100 percent power over the food they choose to purchase and serve. Again, not saying that a well-deserved treat here and there is unwarranted, but putting the blame on children because they "hold influence" over an adult's choices is a cop out.

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