Belly Rebrands, Focuses on C-Store, Fuel Capabilities

New products enable retailers to create custom loyalty programs

CHICAGO -- Belly has rebranded to Hatch Loyalty in an effort to appeal to larger brands, especially convenience stores and fuel retailers. The newly renamed Hatch Loyalty also is releasing three products focused on building individualized loyalty programs for clients and their customers. Belly will continue to exist as Hatch’s loyalty solution for small- to medium-sized businesses.

Hatch Loyalty“The large brands and retailers in this space—especially in the c-store and fuel industry—they want their brand out there first, not ours,” said Hatch Loyalty CEO Dan Gloede. “We saw an opportunity in this space and wanted to have a positive impact on the consumer experience on behalf of the retailers.”

Hatch's new products—Hatch Hub, Hatch HQ and Hatch IQ—allow retailers to build, track and personalize custom loyalty programs. The suite of products offers tools to marketers, chief marketing officers, sales and more. Retailers typically have access to customer data but lack the ability to make those insights actionable, the company said. Hatch aims to bridge the gap between technology that delivers insight and technology that delivers marketing, while allowing retailers to better understand their customers and personalize the customer experience.

“Hatch has created a robust but easy-to-integrate customer loyalty platform that enables retailers to better understand and incentivize their customers. Essentially, it's a loyalty-as-a-service offering that allows retailers to engage their customers and grow their sales in a meaningful way,” said Jeff Jordan, general partner of venture capital firm Andreessen Horowitz, a funding agent for Hatch Loyalty.

With technology at its core, Hatch’s primary focus will be to bring more innovative technology to the fuel and convenience-store industry, the company said.

Chicago-based Hatch Loyalty is an adaptable platform designed to help retailers and brands build stronger relationships with their customers.

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