Belly, a US-based customer loyalty platform for small businesses, which provides an app in place of loyalty cards, has raised a $12.1m series B-1 funding round from investors including 7-Ventures, the recently established venture capital arm of convenience store chain 7-Eleven, US-based network systems company Cisco Systems, and venture capital firms New Enterprise Associates (NEA), Andreessen Horowitz, DAG Ventures and Lightbank.

The series B-1 round brings the total amount raised by Belly to $28m.  Previously, Belly secured a $10m round…

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