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Multichannel 

marketing strategy

Defines how different 

marketing channels 

should integrate and 

support each other in 

terms of their proposition 

development and 

communications based 

on their relative merits 

for the customer and the 

company.

service in the UK (prior to March 2013). Luckily Shopify had a fairly easy integration option for this, so we 

were able to activate the integration and add a few settings (such as Shipping) for products to be regularly 

submitted.

● 

Google  Places –   a free local service which helps Tatu Couture stand out regionally.

● 

Google AdWords ( pay‑  per‑  click advertising). Since the launch campaign,  low‑  cost Google Adwords cam‑

paigns have been used at key events in the calendar, continuing to lower the cost per click, increase click‑

through rates and utilise the  best‑  performing keywords. We have also used  micro‑  geographic targeting in 

Google AdWord campaigns as a proxy for income – for example, targeting South Kensington and Chelsea 

postcodes.

● 

Facebook. Tatu Couture is using this investment to reach the most likely recipients to purchase. The chal‑

lenge in promoting a luxury product online is reaching an audience likely to purchase and this is where the 

beauty of Facebook could help. By targeting Facebook profiles who already liked other luxury or designer 

products, our Facebook campaign could reach a more tailored market than using Google alone. During the 

campaign we were able to double Facebook likes for Tatu Couture. In the last three months, Facebook has 

driven 16% of the traffic to the site.