Fast-Growing Mobile Loyalty Platform Belly Goes Enterprise

Chicago-based loyalty platform Belly?is expanding into the enterprise with a rebuilt platform designed for corporate and multi-store businesses. The company, which began by focusing on the small-to-medium sized merchant, is now working with more than 100 enterprise-level accounts with more than 600 locations, says co-founder and CEO Logan LaHive, noting this now represents 10 percent of Belly’s total network, as well as its fastest-growing channel to date. One of these enterprise chains is a large, well-known convenience store brand, but Belly is not permitted to disclose that company by name, we were told. However, a promotional email recently sent to the Chicago Belly customer base basically gave it away: The email was touting a contest that would allow Belly users a chance to win free Slurpees for a year at area 7-Eleven stores. Specifically, the email said that “…you can now Belly at all 7-Eleven Chicago locations.” 7-Eleven is also live on the Belly website here. A search on Belly’s location finder also shows 7-Eleven as supporting Belly in a few Massachusetts locations outside of Chicago too, including Boston. The site reveals a few other big-name brands apparently running similar trials, including The UPS Store,?Buffalo Wild Wings, Bosch Automotive, and?Dairy Queen, to name a few. It’s unclear for now to what extent these represent pilot programs versus some deeper commitment with the loyalty platform, but the company says the potential reach of its enterprise accounts includes nearly 200,000 locations. Though Belly can’t really talk about its enterprise customers by name, LaHive says that the company’s entry into this space initially began with inquiries from franchise owners in markets where Belly had traction. Today, that includes around 15 key regions across the U.S., such as San Francisco, New York, Boston, Chicago, Austin, Milwaukee, Madison, Washington D.C., Miami, Philadelphia, Phoenix, Denver, Boulder, and others. L.A. and Atlanta are also two new, and rapidly growing additions. Belly, for those unfamiliar, allows users to check-in to a location using a physical loyalty card or app that is scanned at point-of-sale. Like a digital punchcard, customers collect points that can later be redeemed for rewards offered by the business. In January, the company also rolled out “Belly Bites,” a customer?acquisition?platform that targets new customers based on demographics, shopping patterns, historical interactions on Belly, and more. The Bites program currently has around 200 live campaigns from Belly merchants. Combined, Belly now serves more than 5,000 locations

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