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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.

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