ORGANIC • Improve app merchandising on main website • Email regular shoppers who have loyalty cards but haven’t downloaded the app with messaging about the benefits of shopping via the app • Add a full page promoting the mobile app that pops up for website visitors when they access the site on their phones, also known as an app-install-roadblock page PAID • Run Facebook app install ads • Run a set of radio ads based on the success from their initial launch campaign • Retarget website visitors with ads to download the app, meaning: run a Web ad campaign shown only to previous website visitors
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