Lightbank Backs Belly, A Customer Loyalty And Rewards Platform For Local Businesses

A new Chicago-based startup is emerging today as a contender in the local business customer loyalty and rewards space. Belly (formally Bellyflop) is hoping to replace those old punchcards you receive at local merchants. And the startup is debuting with an investment from Lightbank, the venture firm founded by Groupon co-founders Eric Lefkofsky and Brad Keywell. While the exact amount of the investment was not disclosed, we understand it is in the seven-figures. Belly wants to reinvent customer loyalty rewards through gamification and digital check-ins. But the startup has a slightly different take on how to achieve this. Here's how Belly works. Belly offers a quick-setup, plug-and-play rewards platform to merchants. Part of this is an in-store iPad (which Belly supplies) that is used to validate paying customers right at the point of sale, and serves as a check-in point. Belly will also train employees to encourage them to participate in the program.

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