Your friend has a jewelry business and just created an app that had dismal downloads during its first month. What advice should you give to get the app back on track?

  • Suggest that she re-focus her app marketing to brand new customers. Improve the app with more professional photos and use social media and earned media to promote it.
  • Recommend that she hire a consultant who could help her change her retail business into a completely online one. Customers will have to use the app to buy her products and she could save money on retail space.
  • Tell her to wait for six months and then re-evaluate. Maybe her customers will come around and eventually find the app. Just be patient and see what happens because there is no need to invest anymore.
  • Take another look at her customers’ behaviors by reviewing all the data she already has and maybe doing some more research to better understand what they would respond to.
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