• January 21, 2016

Belly Partners with Apigee

Belly, a digital loyalty and marketing platform, has partnered with Apigee, developer of an intelligent application programming interface (API) platform for digital business, to power its API-based services across the Belly platform.

Belly is leveraging Apigee API management as part of its integration with Apple that enables businesses to put the iPad to work within their organizations.

"Seamless, connected experiences are the backbone of customer loyalty in today's digital economy, and APIs are enabling Belly to provide these experiences to over 12,000 merchants across the U.S.," said Fred Lee, executive vice president of engineering at Belly, in a statement. "With Apigee powering our APIs, we can more easily provide every Belly business with customizable, unique rewards programs backed by a powerful marketing solution."

Belly is using the Apigee Edge API management software to help businesses build and run customized customer loyalty and marketing programs as part of its Belly Complete product. This cohesive suite of loyalty, email, social media, mobile, and customer acquisition tools provides merchants with access to actionable customer data for strengthening marketing initiatives in real time. With Belly, business owners can run their marketing automatically from their iOS devices when they set up Belly Auto-Engage, a tool that can trigger email marketing campaigns that automatically send emails based on customer histories.

Apigee's flagship Apigee Edge API management software empowers organizations to deliver and manage APIs. Apigee Edge is part of the Apigee intelligent API platform, which also includes Apigee Insights, an API-based, self-service predictive analytics solution, and Apigee Link, an API-first Internet of Things (IoT) product for connecting devices to the Internet. Most recently, Apigee introduced Apigee Sense, an intelligent API security product.

"Convenience and personalization are critical to today's connected consumers, and APIs are key to making this possible," said Ed Anuff, senior vice president of strategy at Apigee, in a statement. "Businesses across industries are looking to integrate their services and build frictionless, connected experiences. This is especially important in retail, where consumers are inundated with hundreds of marketing campaigns fighting for their dollar."

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