Cass Art, a UK retailer specializing in art materials for over four decades, has partnered with point-of-sale platform Sitoo and loyalty specialist Diller to unify its physical stores, ecommerce operations, and customer loyalty programs. The collaboration aims to create a seamless omnichannel experience by linking transactions, customer recognition, and loyalty engagement across all touchpoints. 5 October, 2026 | by Patrick Overall
The initiative addresses outdated store-led systems that previously hindered customer journey connectivity and weakened loyalty efforts. Cass Art views its stores as an extension of its online business, and vice versa. Its previous store-led systems were approaching end of life, making it harder to connect customer journeys and maintain an effective loyalty proposition.
The new approach enables the retailer to identify customers at the point of transaction, understand how they shop across stores and online, and use loyalty to deliver greater value. Mark Cass, founder and CEO, emphasized that loyalty serves as the customer-facing aspect of the retailer’s omnichannel data strategy. This approach moves beyond traditional identification by tracking detailed shopping behavior patterns across channels, allowing for more personalized engagement.
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Within six to seven weeks of launch, the loyalty database expanded by 22,000 customers. Adding 1,500 to 2,000 new sign-ups weekly, early responses from customers and store teams have been positive. They praised the speed and ease of the new loyalty framework. The retailer credited thorough pre-launch preparation for the system’s strong initial performance.
For Cass Art, loyalty extends beyond transactional rewards. It supports the brand’s mission to engage the creative community and strengthens customer preference in both stores and online. By integrating store operations, loyalty mechanisms, and customer identity, the retailer is building a customer-centric ecosystem to drive future omnichannel innovations.
