CASS ART
Cass Art connects stores, loyalty and customer identity with Sitoo and Diller
How one of the UK’s leading art materials retailers is building a more connected customer experience across stores and online.
Cass Art has a clear mission:“Let’s fill this town with artists.” For more than 40 years, the retailer has focused on supporting artists, students and creators with quality art materials, strong supplier relationships and a deep connection to the UK art community.
As Cass Art’s online and store business continued to grow, the team saw the need for a more connected retail platform. Their previous setup was more store-based, the systems were reaching end of life, and Cass Art wanted a better connection between physical stores, online shopping and customer engagement.
With Sitoo as the POS platform and Diller powering loyalty, customer identity and data, Cass Art is now creating a more joined-up shopping experience — where customers can be recognised, understood and rewarded across channels
The challenge: connecting store and online journeys
Cass Art believes the store is an extension of online, and online is an extension of the store. That made it essential to improve how customer journeys were connected across channels.
Loyalty was a key part of this. Cass Art had previously worked with store-based loyalty, but found it difficult to maintain with older technology. The new goal was to identify customers at each transaction, understand how they shop across channels, and use loyalty as a way to give value back to customers.
As Founder & CEO Mark Cass puts it, loyalty has become “the customer-facing side” of Cass Art’s omnichannel data strategy.
The solution: Sitoo and Diller working together
Sitoo supports the store experience and POS flow, while Diller brings loyalty, customer identity and customer data into the same journey. Together, they help Cass Art connect transactions, customer recognition and loyalty engagement in a way that feels simple for the store team and valuable for customers.
Cass Art chose to use Diller’s backend capabilities and integrate them into its own systems, creating a more bespoke experience rather than relying on a standard white-label setup.
The collaboration also worked well operationally. Mark Cass describes the implementation as unusually smooth, with only a few minor issues compared with what was achieved.
«We feel part of an ecosystem with Sitoo and Diller. Together, we are building something strong around the customer experience — helping customers navigate our stores and online, understand why they should shop with Cass Art, and feel supported through loyalty.»
Early results: strong adoption in just weeks
The early results have been highly encouraging. Within only 6–7 weeks, Cass Art had around 22,000 people in the database and was still adding approximately 1,500–2,000 per week.
Customer and store feedback has also been positive - customers “love it” and store teams “love it” — with the tool described as fast and well received in stores.
For Cass Art, the timing and preparation mattered. When we launched, the solution was strong enough to perform well from the start.
Why it matters
For Cass Art, loyalty is not only about rewards. It is a way to communicate the brand’s message, support artists and help customers understand why they should choose Cass Art across both stores and online.
With Sitoo and Diller working together, Cass Art is building an ecosystem around the customer experience — one that connects store operations, loyalty, customer identity and future innovation.