How to promote your new app: a practical playbook

Launching your app is only half the job. With millions of apps in the stores, customers won't find yours by accident. The good news: as a merchant, you already have the most valuable promotion channel there is, your existing customers. Here's a practical playbook.

1. Optimise your app store listing

App Store Optimisation (ASO) is like SEO for app stores. A few details make a big difference:

• Name and subtitle: include your brand plus a clear keyword, e.g. "Rosa's Bakery: Order Ahead".
• Screenshots: the first two are what most people see. Show the main benefit with a short caption, not just a login screen.
• Description: lead with what customers can do and why it's worth it, such as skipping the queue or earning rewards.
• Keywords: think about what customers would type: your product type, your neighbourhood, your city.

2. Promote in-store, every day

Your physical location is your best advertising space, and it's free.

• Put QR codes at the till, on tables, receipts, packaging and shop windows.
• Train staff to mention the app with a simple line: "Download the app and your next coffee is free."
• Give a reason to download now: a welcome discount, a free item or double loyalty points for the first month.

3. Use your website as a launch pad

Add "Download on the App Store" and "Get it on Google Play" badges to your website, and a smart app banner so mobile visitors are invited to install it. Your website brings in new customers through search; your app keeps them coming back.

4. Tell your existing customers

Email newsletters, WhatsApp or messaging groups, SMS lists and your social media followers already know and like you. A short launch announcement with a clear offer will often produce your first wave of downloads.

5. Get reviews early

Ratings strongly influence whether people install an app, and they help with store rankings. Ask happy customers for a review, and use the built-in review prompts on iOS and Android at a good moment, such as right after a successful order rather than at first launch. Reply to reviews, especially critical ones; it shows you care.

6. Make sharing worthwhile

Referral rewards, such as "give a friend 10% off and get 10% off yourself", turn loyal customers into your marketing team. Word of mouth remains the most trusted channel for local businesses.

7. Use social media and short video

Short videos showing how easy it is to order, book or collect rewards perform well on Instagram, TikTok and Facebook. Behind-the-scenes content and app-exclusive offers give followers a reason to install.

8. Keep users coming back

Downloads only matter if people keep using the app. Use push notifications sparingly and make them valuable: a new product, a flash offer, a reward about to expire. Too many messages and people will switch them off or uninstall.

9. Measure and improve

Track a few simple numbers: downloads, active users, orders through the app and repeat purchases. See which promotions actually move them and do more of what works.