Multichannel
July 27, 2012
By Tricia Carr
London-based retailer Harrods has been spreading its localized marketing strategy via in-store and digital efforts tailored for affluent consumers, a strategy that can be translated to different markets if done carefully.
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usMahRP4ruR\/HzM0Pmu81Z+8v118MC7Qm2ocEmLw32Yzkp+tkYkb7gm3aHKgFjNLvE3H7rNH6ezv2+1KSfDNKczZfhX1k5eZq8pud3qaxKRoNB4SbkKYDmTzA5QfhkQ+KRU2AFRCpGIHCriLcerL5O0+YMoR3glO9EzX2UewGJlSCySI\/\/oBHOpaHdJU2uzt3Mf8GZZWYDIOWLw7Zxkyj1o+Kw9VaUe0\/RGDbB3HQaJeYj+e9xUehnUirNM+OYa70RrwpilbWeAI2EdizNPdFEdhVy\/eysk2hlvtL0QsWxQMHihggKihHto7GiIWPaDoFisnO30jbPxWxFmTZxyvBkf28BL7Kj37zwnCS73nYrazxmN\/Ez0AHUUdOB78l+me3OfIc3biNldD1OchuNEANq7yVBNwd\/e0r9VAvAeyDXFwmaH1cS\/wncdWTwcLD0YG1j10yiZWAP1AUYDuvfrqVvWXBIaFyy4mIa8j75xKjapaMBNFyBHQGRyKCQEDhsFt9eP2wnlUrMcMkI3ZmToLEJadgmj4tkaQnnw96mbxA7uQ\/2Kyw5od\/JW5aXr+NDFS7lRF5nEqm7io4KVFxDLyHw684j9mUfmFSC6OMeAc10QQBcDTHnEZwfbxMYF0OHsHSNs18OC3M2\/ggMkjS021dTWCRpJzDFwQJAfI5Xp1L2+ih0VA3UlzpCGnHeRhYc1X\/fNh8t4YTTJkGGg2YAQu7PKjH9pokLmDMEnBogrcELpzPjbsS6DobpR7Vzh2xd6w2IWT13Pw7SKsFPBcGDfR6P4xnhp07pNFNyOamkJQ05H2rD9VkV1qadQBR55f07rNl8LJwAz8obke4u0aDXH9nGi+tve36JBgBCVi43I1f8df+2K39Y\/AMj\/U949Muxqq+1icrkLifOFuOLSwBOno8o7poiWFLqe2bJ5Weii1xtY1knpi4afmGROA59JPqOcAy2nYHuUuNu+5kwFrvYgwnuFnyRS9\/D7cT5lB83TFvrWyO\/dJElF\/pOMGAM3kBEDuWMgB2pAu2uZraZzg0FDxMEogM1HlBaNCyYOz6AX+T+88ieCN1VpVjwPEln7nHfSlX7Yu0d3khuVZ+xiUoapk\/xYU1Boo47N5Apio2coPuQ88YjMZUQ9E1BzkjbA6kHQQagZtylqDdX\/h4OllLtaUMHxtZs7vVF+94OUGiC6\/id1xFfwNic7Ywn\/4cwboBx0nUnGGoLyGeAirHzIAPoKlv3xQsXjOU6iXWFa+HD2cV2mpbekBJQXOEqZho7NzOV9aqCXHVvGA9oesL3Intb7QWT4Pvnzh1t32y57hS8at+7I62B36uYLcyXXnCpxFsLSv5qk8gkkORDnJ7ZxJpV4SJC4XHr385UVjxJrmLud2i5GCECxGzjBgC2KCCiFoNlnq841yUeRUsdBlo0iACYZbLbYSWQm9boI\/Mr0sQTtJt891oB+wpuHjhS\/ZvkU5B8MM7jrcjxnUnVuWrkXgNsR8YZ1vVra3IvHVMECl4465cfw2+s+uypl\/Z06SxOLG0059eHrlylYKdtIhRj1fSGPu\/okEvouZgxOM76wSJNIzNvvtowpxjm+G8S7\/x7kChA1jkyHBB7WVTgsIo6Y7nRQ0+qnrrlQDjuLbuO3vq7aFDc+zBO3RC\/\/yr57+izxH78GorRb4\/7wWHaVZohEM\/cMC56OczELLMRWbl1SC26nAIryeRB8xnDfgu8\/kdYk68mKDcZpkw1OInEnDhdJlifEwHADTGkaj1NgRkSGLOFulDM5iqawtF0DUV81d+S3aVK0g\/CL5nQvRtUfw5j5k33tEY9yS1zmhrq4m0IyocDIDF3Egxi7I3l1cMFMSrBdiNFdqEiVOMP3hH5FUygv+7UBDTdKKK32K9eCCE3+n2+sNug+yvlSYpmtHcJobWy6Im+oFMTmXjRjvFiVB\/H50aUbvGFJdlalpT1RXjq4jKvwcxhac5fvqSvWFHqR+1aAy1ob6YwXCkIBCu87YA9\/542PGMqrlGsFF\/5vgFaeZyEKhDepMyIDQTzCUtnsWVBaHs5cdzWNZG02R+LUFQn5fTIom5vG8v8fLBAeUEVxoA7PVF1WLCqKEo+K+GLqShqD7jGI2Q71Osbt7XJsP8PayGtXG3CN6hdaBHloC5nL\/MC+ETgnEkEZFD\/p9Q5yWO2SHCtfs9IuFtDAp6JLgjAIJYu\/AMhy9KqI+XwpAYLKZv4jNBuW8aWiZI870nuacpESbq+vr4YiweATCUSGa0UR7Hys6U4txXYLhC5Gn7JRRHkGUHlM4Cevr2gDa\/FCrcfYXo16Nvyv5KAX1Vn8tHj6RMI96p14sEMYCBgEEvZ0uDnX4FmxFrPqTNst89rL9v+a4qlwsrvkJQdOlDWhCf6eT\/J6lrQTOEiDeZtUs2xml2dbpyoyn27p8YR9RIMp2xA7WFSUFxgSFfvEhWiChdoBtBwHKlwWbgAKJZ\/yIVyHytWM0wRcyj6M\/Hf\/3m7rpm3Kne0eCoDuCMzz8OVZ44rFfyrewmM5PRNOZFnn8cwSmQy\/t7b1kEeb9UdZGpe1remuFzAH4xfYA52P9sLdLxY44QQn\/Q5QCY3IxHS9ZiSi\/Xoqx1YRBHDZ++I78utC6zDoUSqa3dKfEpemyMz18N1cCD938tceuOTNv7BjIa0VXkBoukZLY1zJImdQx2ZhUtv6czXtUKMm2OJNdAMlZ+9km6l0OhmD4R3Y6KhS3LLAAANSqPb5umrPwpiipPyZcDA6y+s7EZTUH0LFHNksj81X6LK62Q8OQFRoZbAedxImSWGQzoAdoJfkM9qokpXfVZ\/r8dsi7X1vPyBRxs8WS3F1kiiFlrqdoAX3HS72QvHQMHOM5zw1bGWicSh\/5qzxJjaIAw\/anQogd3zucC2K5PlyhrHWbASirL\/aY9n+sfVXfJqrU3vYO3p3do1mq4vaMMVPTzhrHp4NyUj403Ne9\/3jb2Ss6qR89xR1etnNRALtQ92rpvuBWHnWkhE4FJVUEGqCKkKtIPlSRriAs3ZtPa9EHlqmR9Jc0JywXgx3sFWBK4cS7YUgsP9C7FGMLhBBIawGh4WqPZEtHMohlLD1QlnIjwH4+U1TDLXKwvhbV7+w4qt9qFNUY\/QpZEd8nEp1dDUJZjc09E63alz6+\/QwT2SMUZ3wcZ0+pcaid9a88FtX\/1rg0GlsSIufEUb\/TcZ0wiAGmDo2pq9yfAv7nBmDI\/JQUXDMd9p4Or7iqTRCYdmg9OvsPXwDbOwdv2ROMDL4nm1jxIi6hSjzjUczfEUAwqSYPrHmnASnwb7A3Qpl3vgYUDcjwjaxvjK2oh2ZbXcG\/umRnQ30oWgX8Vl8dr9Au3JJI9IKfbm1t2ze7hwi0S+tEx4pL2IIYf40UIY9SGDu7n0ebhN74\/iWaLRVTdz4u3eI+oT+j8+bWQLHCBibbZLOdh7jtFq8GDt1n0ruBIX61bNTGxtxeWqYCLrFG\/N\/c19e7u7JTQmp\/L4HQe1JErGG+V4n\/FaFoq2YSmR0cZFAk+HU7byiWbF\/IXN4bRWoNOJpmgaa1kNCGxN8fuVSn6ivEGKLE+VEWft2gYYpeFHTfiK+odDwhmQBbfLRGOFaU0KM\/yy2xYxFvS6V8Q+2d8REgyM4yREjUd22wjCp1EfNrmiQ648Ccic5KYQjPaYlvENJy+xzL27aC5K73qlF5yigRW8gRG87XqsBSZR50dt4QiWp8s9yAQtm74ZF2NyW0dZ8TFxLbeNKO35axCEDKTJ1BPK+uzTl1kgs8fXQMcmafqTPZvsqu09tBobdoRh8wPWsoo\/RYwK632Wzz8xaThGYh4HU52KFhKGSs8I9NxIeNbLz8XhvdhO1Nw3wNLsU7TE2NXdSdgZXIdbIAT3aA12JyqItPnJ7potla4hq\/ZlerwgKlSw2683OmIhl1s7DM5klvtNbKY7nEkFn2toqlgt06nk0VMTCtjZ4XgKbs8S9bt57aJ4+Tso8KSOC\/wxSY27q+7V5GFamC3JXpNcObFIhC5SARsP09zXCIEa8MbE6Wc7KxTBkevijGzCaL\/LRbfD+RtL3i8FeS94Bqoomj4c2kpzeb8tB4c8Vbv7jvjE4igIZUn0PFOJiIo948sNcEyOFhTjkLeoDFCVWltsAoNutb5iMhG7Puqw9H5SqxNAhTjlxzjy2mtQ2glYLZ3gi24qZ6DGzzdBZCE\/k8EkOylZksYu48YQCBvD1hbkyTEVdZX2tpeJKNaQeaeXkXbNfqrm\/PZfEEtFqHW2WfBPBkV3BpA2LET2vrnYj\/xxN2PjJ7J\/2U02cD8+m\/KP0kPfX0lm9ocxi8ZTIC+u640SgxrPx6fGwtWT1JAM+GIvxVVzlhjb4Ta7WukQDgiOLiE2VJDT5DEGd\/ruO\/RV+CejIn28kZUvObT1CyQCUH2u30xkI8bPs0h\/9KZvP9igzvOfhTZQKNE+5HhY6mli8+2\/GMZpbvq8gVtYAA3xo2FOasgwUZ1r2e1FmnZZkd710ILUFeO05st2u509rhL\/12\/ikxkPC6u4KGXIAhJyLidCU9mMEBTTAqvWJNe3W\/KSMqc51zlWFOwIphE2uDV60CM1B2etqmzIROJt5BjpjEW0oyJQnWLZYvzfm74antQ0itiv7R9NqQKxLHKoXc\/W2t2X3GD7oS4K5tYSwZXifo0b37pJmBV9jovLD1Gm3isGqo3bQKh0cIig8Uf1MOY4il4Zsk5CH\/YAHoDZg9QnWB7vbGOIjV60l5aQEnM+JYOFD3MQ2keyphvG8RaU32c\/Sfk98IhohSs6BB1bWARpMLJScDcBlxnBdbtebxieGI8TTGSVa07r\/1hWZDGwzmFJUI6jNnsA0l3bZibRasclZBStPkFMsRYSb0\/7gaA5tVm4yNFxpHZebShkKVTrxGiR0xVd4hyIQBjP7\/BOLItPTr5p8\/Sgd4OzyHTj1uAnw7WKJPadmJ5M5Sy+mpUNDuyxfuAXS+Zvk9ohaXhAiY\/xE+nzjKIMieLw5Duty7\/W6hJERhwDEHD\/QFaEu6z0agVJuRXDieicC23FEUl2g7XhqhO8mkWT7m5YwpwLazskofHWLK7SW1mjeAXFrDQ5FqHtfQVQ9CnKaqh6EcBwnazUMPqmdpbqloxXwRlyQyka3nm3Z+kToK2QRktoQqdxj0EIpp2J+GB55XSBIWTDTwhbB\/SljL6PtprfV5g02JQOpdB+1\/Rr0bRRiXXBnHEntU7dQNwNip7rBxUNYrwXQMRcMx\/ExIBPpzGyy+Mn49goOsvtNGtqtqZHKBtz\/dsXRecp\/MQ\/NgtRjgeyXS0gb4oype8gzrRTcYcSY5TZEz73yZftbT5RpNreiQkJMzaSjIB8PBRshYS0PvjrN\/nigoFgWOV63RsAzmZLPTj9wmBV\/Jmum4PVrEPB7\/3kss0YXT76q351qO1kEYj3fQ1tEZlqjzBTw7XIifSZg4a3tXquCe+X\/JU32NVjL\/A8a3FnBP5C02VcZdhDKxrIGtwyGNtfktwcCNuaGD4fj4aECa0K5UTBBcjN6ITcPk2x0UySpZ8cIGd3m\/cmJj8+SYdECtGCkZUQO\/p6zRZRCW6RbgKvUkLMfbv3Ecb47GxoYNtmsn+36AeC\/StQqssQ0Z41Xp3VHkQgBKerjbESkYo2Y8ONKkqNr9r77BLPfukGMuXXFSr4BjZ4kSfdEq4+XlAtXp7g5qPPhWDIg6fLTwrjlM5U8KSBg1Xj15oSPukGjmkEOzEiJE+FpiBH9fXONuk6MqFO9ZIYjDDtcOEI0n5o0gm43hUiHi8y1pZrozKAwmXegyZwPiKV4\/P5LplWqgkwqAmc4THJ36v\/tTPqQagFw3Q3sZ8DzcFheFmEY0\/sfn0XhwqV9sc20cPLcvfvYdd2QAF5UejDfQgjfB6d9G0NXt4zIyMYfSrAUPH\/S5U+z3GsCiEA4k2DE8w8PYyX24scivrr10rrxEgyAZuLRVUS81andQOWzAA\/8E8RevqC7FQKgkoXyYdKc42SuDx+ieNeJqLFOKjVWSOMuZWtlyAcfLvHApA8hsUJ4Y6PYbP9sWduGsT84ENGQ1iamssG3335eKn\/Jnh6m8BimdCtKuP4rNSNKv3\/VEqWKNy5EBH1uXlWbgrRm+YY+7tDSWD78KxU+BmAuXYfqXK3PuhutPU3qdOd71\/IiYiRFTPLiA90HGTEP3vWksPCX6G6JtfF0l3NceFOoLpVEyPeyw7wn5l8mZDwpNmxvLWSv9zRWf\/4PxWgrSAOoN3MOhl1ySzWG8xsv1VGYhiX2VM0YUZQcwAklGj4dTST+g6Ca\/w1lgoBF8dYEuTJF5GP\/wy2EtTwYoa1S9cyjnnYEoEx3qVx4LUxYTuNTCt+9J9sG28idbL8mABFEqIgXH2d18V41dKeCcvDKREfm6LLRzVRiCLHI3cb1dZUsIUWkmFWcTLdUCY9VUuJCdppkHrB2I0k3zmt7yWrduZvgtx2NgumCIsgMWILkm5Y1W3vJzeN3xEXoYzRRu247AIIQo+wsNfrv0mOz0BxgIitgRiqeUrvTKUNzOManDEB45bEum1\/QqCW6uPxczva2ly81tRm8yTC42J0bNeUL1cQqzNOJ3t9xPwUs0FDOY2grz4J1MCcY2loKzBWrGv4lRQufxIsHfWnZht2XPpwUeolOToBxuq1GkZhFPUKPEJ7nXJPwa11KxYCDy6NDgWIntIGTyYKWopHFHZ1t3pl9WQi7qKd471zSzjeZSOVF0DF5KKvwgfPrEAA03qb\/T0M8ExwicIYz1RQTQHiXiDIWQzYh3g2lcTwBO2lyPnQEp33ynzKD5s+cGqgSzraw8ZMH352V\/mR1NYbxg+r3kHkxWWnvluYAW+bc70BE5Kw0tRgObmOgQzqD6KrNd7GOENNA\/cfz5RHwK9Ro7L8kZn\/C68MVdRm7dC0SsN5YDOLTb8f2Wv6SGmsusskOdmQ25vlGIQ7d58j58IFV2mouCJKw31Fi4paIF\/V1FJ1WvG0GemEEZV0kKciLPZ9Yc3V\/pAV+EeKMpFfZcQTAcExDsPQLm4dott4GO\/mTbt62Eww\/nNmI8IR6TOrJt05ADMgyxbcATG1A\/BY22HiZnG\/NG86T61QMkwTJSTtHZ2j7BKh\/QCTCvCDKcthTgsgIpbR8Jdai5FArv3tn3K4QBtOZEL7y5nB9jxUTBJywHCJspdsoY6FSwRQB16o1xUl2dOCveQIrvbn3OH+UPyIJR3Aug2qRpfpgEIZGsrn7QtlzDXu7tl9OwEW6oFAIsjGJ2zeJ+Vjm\/IPNCg2WQV2pBVBC+swxOujPe7Fkyg9AgQq7jefPKc0TRBh\/MuLIi+EXM+5b5Y5Uu0o6KkaOeCnTMadyQDm0Fe1UdzabzXdFkwD7x8vEIjK+GS\/ZWrPMrzRD0cFSaG1IaVfBsREiqBVHavpAbwwqxkENDXW4dUZAalBHk+5eDufG+a1p\/oRS569BX57C9bzO4hRZ8JTTQV6OzF92HqXN6x8is9fJLKSpcWE9EbyjH1tHB89ZZEOyE97omwVNtaq82\/qxIUKdrHJc7g5ZRQOdN7xvQKE+VZGDtZt79wYSFBujgcza0tyw+DZQ1PDoY6u9054OqntDx4F49hx9j\/gCtwQ1d4aODVRQK3rV09utD8PtEQyX\/VYO8UCPBms5bjcpSK4KkhRaINGMjS5rdtyQA1D89FwRkR6BURUAkw73N5YKnOaJ3b9wq6GrT02sOAaAWDQA1q477BzPXQG67sq7VTHIHAsgldxBk8cYhYASP+Y7Xem68OsE+kcnlzfoPpI2XREzBepIKoka4Q5krJCefaKC5WPP85PB\/6VkOuORBDyUVavKKrPWruzSWKwCY322dKliYFmngvZIJNDRteqZkPG34PYMKhSsgtDsPO3mIWnGvO2y4VhBZNFq48DhjKQkeW9aVqiTGEqLdGCPYeebz6aYDoLnB8qXsUfV3\/y8vFp7WPxgMGmQvk4ADjkhtExwSjzeDnN88nFqDKliKvljlJSQkCLvcil28iHy4j7S9bEcHZIU1J4T1BqgYJXjLemVGbASM8vkUUaRF2ZjC4GjwYSUyp+LotJQTF0qn2O8HMxWqZIfH\/qIzKLUwXSmkYCiwOOAODPj2B4SZ6szyQpd6OZvpryoJy\/VaS6JTpqICWTMYF5zlSm6DNj1iF5PGt8FGhPWSpD13v4ENhtEnSUMTqcSMnGVG3G7QxVtwXLLhDCO+J0i4VTGfN+3adtpbES8e+J3RGswKyxPXVVZ0t53PoPGQNWsXIMzYmoAKH8YkGMO2jSa8G44f25uvoZRyjRZ4YYaoW45ZoiZdeWfcfcgfJM3b5RJZYS58SXu+MsSr+bj4inl6Uzpz8aSr45qXFycROO7rUiqMcwYU92l13n36afWWaCMpYU\/sNna8ni27ndvj4XZwFFmv\/GwgzwewLOIlo8wy5ARHaDBovUSODYxbaMghZNgxW\/XBY48BzcFAcemdvLL\/lFDIhOhqHzgeKbV9gQD1XbL13nueK\/KpP4RQqA9eHergl+cQ6bLMkHUecKn0iggxQLeUjd39wIXX3ImgA8XMXupYvDOm5I5StynTZHMtsk9CKRFOofMqbIUursy7RNjl4OM4qQFJtiTqUo\/4tAFKAI5NHsPmFUY3qUB41gRQhSgR9al5RB\/BI+poT9+\/xbbjP9lpVeNTZlXNvYzX7Znv5u63GsFdAu\/U9DZUeSdtbBBVd8uOdynhnrTxmzXuvKLESx4b8hfLYkgzSOWv5kb3oGmBSnD+mh3yijrA\/Qn9ITHwUiZF+aRuRYMAPxTcEP3l971lDcn07wNqWL9g0fpl70e+5NmClx2hrC6Zn8utp4FK74NwL0MTV2WdUCH0rdnqD2QC2nO32FkE\/jESsByDqrYQ\/moGefDbdWEbZkeD31ZGF6GY6VADMWxPnBOw9WQATvQ+Epa6I7uekPDPWmLcS7VLGdb\/zQd68M8ugWY+Uzpj6eSjClcX+\/4uG9CGi3bcwXu4jMJ2og3Ry\/PqYqLff8avtF44akHf9IhYFWvXyo\/LbWwDn1Fv3JLRTVmhqZB6wvPnUX+1RXmKk7z1DSAeDdX5DiRAaEdioKHzegAPDe7RD9RvRVbP8VD4NuAMR1wCD6J\/OJG25n6r157U44N7Kgdjw\/COORAif36acCEJnCKTKM9G4TmIkToGxbP\/be3Jl4FUUJ4u3+u9CJ4nJnC2Ws+j5x6ltqGI\/FPJrftOi3JHIrQM\/TUQ1AqEs4OoSgdgebWkMA60E47D6635f\/twvatmPruVMJl9xmIB0ghz8zPqsdHs+qbL7jd3XQRHELM9UVjobV6QL2Ob2a\/N0vG9oUN9uz1AyyozFTayTlgVp4jQl5yUxkjzWXznyR60OwwMxU56p4dcQxy5\/2ldIT\/ZnFY0zpY6qVOaqe8fCo1MdoXCammXto1shwJ\/dijpyqI5J0PM9CqFfzPL3TkWQ9OWlB2gnHkzU9l7wwlzOkmNFj77CpzDz9TXiDtuKImSZmDHb+zPkPF9jzm38yWTGMSEHsDuQ7osLeyyynlzATl9Ay8y4\/dYvaNuX02vIMUH1Iy\/Nmr3husHyUaU3Cgw8DTGS\/9k1PQiuRNnEQadGMZJpIlP0kzQxXOIzsg71rH\/lNttNFF4RuzjLndqQ7U8m25Kv6D6mLEJvzWF769aTGtmjomKNS8UgReGDsdFuNSO6by\/be3G4gKMZpc11ibyP7WSsfoSzgE10\/gFDdObSIYZFFdWtkS1zPTH6Uuy3Scu3fHlyIzMjgU1j9JK3r5oBqW3QP5xQCbjhamEYmxmzyKDKA06a8LQfCbz6XVuc+qJZqdX83BO3agwQ7WEqS4pUdZCKaA5bHHoHcRI6Fv2shUsHXzKo8AzYm9udYxxGCpxw+V3pkVqiUncthuoq9qSo1m9kSHMblnkVdaWo6qWVklUj98MwO0FQ8spGivL+Edl40bbaWZGLmoVik5GMibQI\/TYXPhjzIrJkjQaZKUeIOXlFtrJRLPng7O9Io6aOwZTNQ1Oc5vj9q7XutwtPX8Y4DVlQr+JAX\/+jzggpNMuzvKp\/4xbqX2OaSx1m0XKvlzAuz","iv":"b013e49f97e90d6291e1ba838a96d2cf","s":"10334fa11394d893"}
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