Loyalty technology company Belly has introduced BLUE, a configurable, omnichannel loyalty platform for retailers.

The solution enables retailers to have better understanding of their customers and provide unified experience in-store or online.

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Due to its configurable setup, underlying infrastructure and easy integrations manager, BLUE enables retailers to market faster and offers more flexibility than legacy solutions.

"This unbundling is the future of retail technology and BLUE is the first and best product to address this rapidly growing market.”

Belly founder and CEO Logan LaHive said: “Loyalty is central to retailers’ mobile and digital strategies, yet the tools available for customer engagement are antiquated, built for yesterday and unable to react to tomorrow. BLUE solves this by focusing purely on best-in-class loyalty technology.

"This unbundling is the future of retail technology and BLUE is the first and best product to address this rapidly growing market.”

BLUE’s platform-first approach enables brands to adapt and ensure their loyalty programme is in sync with changing consumer and business demands. When combined with an set of APIs and a service-oriented architecture, this enables the platform to be customised for every client through integrations and extensions.

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Through the platform's profile manager, marketers can collect loyalty data in one place, making it accessible for company stakeholders.

Using the Rules Engine, retailers can also use loyalty data to apply transactional and triggered rules to impact behaviour at the customer, store or market level.