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: 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.
  • Posted on: 02/14/2020

    Startup turns to the gig economy to bring expert sales advice online

    The appeal of receiving a recommendation/consultation from someone who you know has already been vetted as an expert in the purchase area is very high. Of course that's the same experience consumers are hoping for when they actually go into a brick-and-mortar store, especially a specialty store in the areas that Curated services. Also, consumers that are making a "big-ticket" purchase in those spaces tend to be experienced and well-educated in those fields themselves (particularly cycling). So it would seem that Curated's target audience is wealthy, under-informed, and lazy -- in that regard I think they will have a pretty difficult time scaling with their current format.
  • Posted on: 02/07/2020

    What does it take to earn the trust of consumers?

    One overlooked area is simply for a brand to be accessible. It's easy to distrust a faceless corporation but when its employees become more available (from the C-suite all the way down to the customer service front lines), the human connection allows for deeper bonds of trust to develop. Yet another reason that companies need to be so careful with how they implement their customer facing AI, chatbots, etc.
  • Posted on: 02/05/2020

    Can a new off-price retailer find treasure without opening stores?

    Echoing what Stephen said, when created for a specific audience and utilizing social media and other top-of-mind/habitual tactics Cara Cara and other online off-price apparel retailers can certainly find success. Steep&Cheap has been doing it for years in the outdoor apparel space, granted they are working with inventory from Backcountry, so that is an infrastructure advantage. The creation of a separate "discovery/treasure hunt" brand under the larger company umbrella is something that seems to have legs.
  • Posted on: 02/03/2020

    Which commercial won the Super Bowl?

    "Comfortable" made me laugh the most with a combination of visual absurdity and perfect casting. I'm not sure what the fuss over "Loretta" was, though admittedly it ran right when someone started chopping up onions for the chili so I was distracted. I'm not crying...you're crying.
  • 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.

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