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February 2, 2013

Belly Expands Beyond Loyalty With Debut Of Customer Acquisition Platform, Belly Bites; Support For Transactions Is Next

by MalloryM

Belly Expands Beyond Loyalty With Debut Of Customer Acquisition Platform, Belly Bites; Support For Transactions Is Next

Last class we watched a video on the customer loyalty platform Belly. This article discusses Belly’s introduction of a new product that has to do with customer acquisition rather than customer loyalty. This expansion, announced last Tuesday, is called Belly Bites and it is “a sampling program designed to attract new customers to a local business.” It will be interesting to see how successful this new platform is, especially since we learned last class that it costs much more to acquire a new customer than to retain a current customer. This new platform may bring up concerns about protecting the privacy customers, as Belly Bites will use the data collected on customers from its original customer loyalty programs to determine which new customers each business should target with its sample offers. Is this where all customer loyalty platforms will be forced to head in the future? Is a focus on customer loyalty enough or must these companies also offer a platform for customer acquisition?

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