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Belly is a loyalty reward startup that offers customizable rewards programs backed by marketing solutions. The company provides an in-store iPad to retailers, and its customers have the ability to either download Belly mobile application or use a physical loyalty card to scan on the in-store tablet. The Chicago-based startup enables its retailers to keep track of how often customers come in and offers them rewards for repeated business more effectively. Founded by Craig Ulliott and Logan LaHive in 2011, Belly receives funds from Andreessen Horowitz, Silicon Valley Bank, Lightbank, NEA, DAG Ventures, Cisco, and 7-Ventures.

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