7-Eleven Testing New Digital Loyalty Platform

DALLAS -- 7-Eleven Inc. is testing the Belly loyalty program at multiple locations. The service allows a retailer to set up a dedicated Apple iPad, typically at or near the cash register.

According to the Chicago Tribune, consumers can receive a Belly card in physical form or via a mobile device, scan the information on the iPad at a store, and subsequently receive loyalty points and awards based on an individual retailer's rewards program.

7-Eleven is not the only company testing the platform. McDonald's Corp., Domino's Pizza Inc., Subway and Chick-fil-A are among the others.

"Part of what we did early on was focus on regional pilots -- franchise owners, small locations -- to be able to understand what the demands [from the corporate level] would be," Belly founder and Chief Executive Logan LaHive told the Tribune. "We used the phenomenal performance of the smaller relationships and pilots, and packaged that data to send up to the enterprise level."

Chicago-based Belly's platform is designed to provide retailers with additional benefits, including consumer analytics data.

7-Eleven spokesperson Margaret Chabris confirmed to CSNews Online that the company is conducting a test with Belly, but she said no details have been made public.

Dallas-based 7-Eleven Inc. owns, operates and franchises more than 8,500 locations in North America.