Belly, a Chicago, IL-based customer loyalty and marketing platform, raised an initial tranche of $12.1m in Series B-1 venture capital round.
Backers included New Enterprise Associates, Andreessen Horowitz, DAG Ventures, Lightbank, Cisco and 7-Ventures, LLC (a subsidiary of 7-Eleven, Inc.).
The company intends to use the funds to expand its core product offering.
Led by Logan LaHive, founder and CEO, Belly provides a complete loyalty and marketing solution for large and small retailers to establish social connections to increase engagement, facilitate online customer reviews, target new customer audiences and gain valuable data and analytics on customer behavior.
The company, which is actively working with more than 50 national chains representing over 700 current locations, provides a technology platform with in-store tablet, marketing materials and back-end support and analytics combined with a software tool that gives merchants the ability to conduct targeted email campaigns, integrate Belly with their social media and mobile marketing efforts, and obtain detailed analytics.
Belly is hiring.