Cass Art Unifies In-Store and Online Loyalty Programs

UK art materials retailer Cass Art has partnered with Sitoo and Diller to unify its in-store and online loyalty programs, connecting point of sale, customer identity, and loyalty across its stores and e-commerce business. This move aims to create a seamless omnichannel experience for customers, as the retailer targets a joined-up retail journey.

The company, which has served artists, students, and creators for over 40 years, is integrating its physical stores and e-commerce operations to better understand customer behavior across all channels. Cass Art views its stores as an extension of its online business and vice versa, addressing the limitations of its previous store-led systems that were approaching end of life.

Founder and CEO Mark Cass described the initiative as “the customer-facing side” of the retailer’s omnichannel data strategy. The new system identifies customers at the point of transaction, tracks their shopping patterns across stores and online, and enhances loyalty rewards to deliver greater value.

Cass Art opted for a customized loyalty solution, leveraging Diller’s backend capabilities within its own systems. This bespoke approach avoids a standard white-label model, offering a tailored customer experience that remains straightforward for store teams while being highly useful for customers.

The rollout has been smooth, with only minor issues relative to the project’s scale. Within six to seven weeks, the retailer added 22,000 customers to its database, with 1,500 to 2,000 new sign-ups weekly. This rapid growth shows the system’s effectiveness and customer appeal.

Early feedback highlights the system’s speed and simplicity, praised by both customers and store staff. Cass Art credits its thorough preparation for the solution’s strong initial performance, ensuring it was ready to excel from the outset.