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7-Eleven to Install Belly Digital Loyalty System Across U.S. and Canada

Jason Del Rey has been a business journalist for 15 years and has covered Amazon, Walmart, and the e-commerce industry for the last decade. He was a senior correspondent at Vox.

7-Eleven is putting its mouth where its money is. The convenience store chain, whose venture capital arm invested in digital loyalty company Belly last year, says it will install the company’s iPad-based customer loyalty program in a quarter of all of its U.S. and Canadian stores by the end of this year. The rollout means that Belly’s loyalty program, which lets shoppers get rewards for purchases made at a network of partner stores, will be on display at checkout counters in more than 2,600 7-Elevens in the U.S. and Canada by the start of 2015.

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