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Belly Reinvents Loyalty Cards
Belly, a finalist in the upcoming Moxie Awards, does away with the punchcard era of loyalty programs. And by working one-on-one with businesses, Belly inspires loyalty of its own.
Logan LaHive is the CEO of Belly, a digital customer reward program that offers insight to small to medium-sized business owners, reduces clutter in consumers' wallets, and even gives users unexpected perks, like the opportunity to punch a comic store owner in his gut. We caught up with Logan on the occasion of Belly's ranking as a finalist in the upcoming Moxie Awards in Chicago. We also asked him how Apple iOS 6's new Passbook feature--which aims to be a virtual wallet for digital coupons, among other things--might impact Belly.
FAST COMPANY: It’s been a while since we first profiled you in December. Remind our readers of the pitch behind Belly.
LOGAN LAHIVE: Belly is a digital universal loyalty program. It offers unique and customized rewards programs to small and medium-sized businesses. It helps the customer replace the buy-10-get-one-free punch cards, and gives the customer the ability to have one card, or an app, to use at all participating Belly locations.
Those punch cards are annoying. I usually throw them out, even at places I go to often.
Loyalty programs have traditionally been a problem both for businesses and customers. Punch cards fill your wallet with clutter and are easy to forget and lose. And for the business, punch cards don’t provide the business with data, and it doesn’t give the business any communications tools or analytics to run their business better.