Mobile Commerce

Loyalty Startup Belly Upgrades Merchant Products

Belly, the customer loyalty network, said on Tuesday (Aug. 4) that it will be launching Belly Complete, the latest rollout to its merchant partners on the heels of the Apple partnership announced earlier this summer.

According to a TechCrunch article, Belly’s new suite offers “loyalty, email, social media, mobile and customer acquisition tools” and looks to give merchants insight with data that will illuminate the successes of marketing campaigns and areas that offer room for improvement.

In an interview with TechCrunch, Belly CEO Logan LaHive said that “most people either think of us as a consumer app or just a loyalty program, but retailers really use loyalty programs to drive their communications.”

Belly has said that its 6 million users have conducted more than 60 million transactions across 11,000 merchants since its inception four years ago. Since then, the company has raised $25 million in funding.

Belly’s suite offers an Auto-Engage tool, which the company says will “incentivize customers to come back by setting up triggered offers that will automatically send based on their buying history.”

And through another offering, titled Campaigns, Belly has email marketing analytics that measure the time that passes between a message arriving in a customer’s inbox and that customer’s next trip to the business.

And as has been widely noted, Belly struck a partnership with Apple last month, making it the only loyalty rewards program in the latter’s set of “mobility partners.” The two companies have worked together since 2012, when Belly was one of the early partners of Apple Passbook upon its launch.

As Belly has been integrated into Apple Wallet, LaHive told TechCrunch that with Apple Pay “they’ve talked about loyalty and rewards being in [it], but I think what most people confuse is that Apple doesn’t have a loyalty program and Apple isn’t providing rewards.”

“Most physical retailers don’t have the technology and infrastructure to build their own Wallet functionality. With Belly, we are working with physical retailers to provide them with loyalty programs that work seamlessly with Wallet and can work seamlessly with Apple Pay.”


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