VIDEO REPORT: Tim's Travels: Belly Up in Madison

By: Tim Elliott Email
By: Tim Elliott Email

A cool new program is popping up in Madison-area businesses! It's designed to reward you, the customer, for your loyalty!

You've probably been to a coffee shop where they've had those punch cards. You 10 coffees, get one free. And after a while, those punch cards start piling up in your purse or wallet.

But with Belly, it's one card to rule them all. You accumulate points and rewards and it's all recorded on one streamlined system.

We've all been there. Searching for that rewards card in our wallet or purse as the cashier waits.

“I don't know how many times I've seen people sit there while they are at the counter and they got 28 different cards for 28 different places in town,” laughs Paul Schwoerer.

Schwoerer owns the Oasis Cafe in Fitchburg. He's found a more efficient process to keep his customers coming back

“It's fairly new so a lot of people don't know about it,”

It's called Belly and it's a point system that's tallied exclusively on an iPad.

“I offer coffees, lattes, sandwiches, t-shirts,”

No cards.
No punches.

“Convenience is a huge benefit and not just for the customer, for me too,”

In the past, Paul used a card catalog for his customers to search through. But with Belly, he can ditch the punch card system.

“I've noticed for me the flow of the line is a lot smoother,” Paul explained. “It also empowers the customer too because they come in they got their own account, ya know, they feel like a part of the place,”

Here's how it works: At the counter, grab a Belly card, scan it and enter your email. Now you're signed up to save.

“We came up here about two months ago,”

Ben Wanninger works for Belly which is headquartered in Chicago. He says about 100 locations in Madison use Belly with about 5,000 people already signed up.

“All the growth charts are beautiful,” he said. “We've seen exponential growth here in Madison and nationwide too,”

The card works at any business signed up with Belly.

“I think the most attractive fact for people is not only is it digital but it's a universal card and to have it all on one system is just perfect,”

Belly is a free service for customers to use. There is a fee for businesses to use it.

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