May 1st, 2025 at 12:15 pm
Launching an app can feel like a big moment. And it is.
But here’s the hard truth most brands don’t realize until it’s too late:
The success of your app won’t be decided on launch day — it’ll be decided 30 days later.
Because downloads don’t mean much if users bounce after one visit.
That’s why the smartest brands launch quietly, deliberately, and with retention built in from the very start.
At Nordstone, a trusted eCommerce app development company in London, we’ve helped eCom brands across categories launch apps that not only work beautifully — they perform. And after building and launching over 20 high-retention apps, we’ve refined a process that flips the typical “big bang” launch on its head.
If you’re planning to launch (or re-launch) your app, this is the 4-week roadmap we use with our clients to create momentum that lasts — not noise that fades.
Week 1 – Private Beta (VIPs Only)
Start small. Go deep. Learn fast.
Before anything goes public, invite your top 100 customers — the loyalists, repeat buyers, your biggest fans. These people want to be close to your brand, and they’ll give you honest, helpful feedback.
Let them know they’ve been personally selected to be part of something exclusive. Treat it like a behind-the-scenes pass, not a bug hunt. Then — really listen.
What you get from this:
- Real-world usage data from people who care
- Early feedback on usability, onboarding, and navigation
- Organic hype as VIPs share early access screenshots or talk about it online
- A sense of community forming around your app before launch
This is your chance to fix friction before you hit the masses.
Week 2 – Internal Launch + Warmup Flows
If your team isn’t obsessed with your app, no one else will be.
This week is all about internal alignment.
Your team — from support to fulfillment to marketing — should be using the app every day. Why? Because they’ll spot issues customers won’t mention, and they’ll become your best advocates.
Also key: setting up your pre-launch warm-up flows
Now’s the time to build:
- Push notification sequences (first open, cart reminders, loyalty alerts)
- Email and SMS campaigns that tee up next week’s soft launch
- In-app messages or tooltips that help guide first-time users
- Loyalty rewards logic and referral flows
Think of this as installing your growth engine behind the scenes. Once the doors open, it should all run like clockwork.
Week 3 – Soft Launch to Engaged Segments
Your real rehearsal. This is where the insights get real.
This isn’t a test. This is the beginning of your customer-facing experience — and it’s where the rubber meets the road. Roll the app out to your most engaged segments:
- Recent purchasers
- High lifetime value customers
- Loyalty program members
- Email/SMS subscribers who open everything
Watch how they interact. Where they drop off. What screens confuse them. What triggers a purchase… or an uninstall.
This week is about refining the machine — and doing it with users who want to see you win.
Week 4 – Full Public Launch
This is the moment — but it’s not a megaphone. It’s a story.
You’ve done the prep work. Now it’s time to go live — but do it with care.
Don’t just post “Our app is live! Go download it.” That’s not a hook. That’s noise.
Instead, tell a compelling story:
- Why now?
- What’s in it for them?
- What can they ONLY get in the app?
- How is it faster/better/more rewarding than browsing your website?
Pair that with targeted offers:
- App-only launch promos
- Early access to a new drop
- Double loyalty points for your first app order
- Free gift with app purchases this week only
And finally — build a reactivation loop. Invite lapsed customers back with a “We’ve built something for you” message. Make it feel personal, not promotional.
This isn’t the end of the launch — it’s the beginning of a relationship.
Watch This Idea in Action
If you’d prefer the short and sharp version of this, I’ve got you covered. I broke this exact idea down into a 30-second video:
Why This Works — And Why Most Launches Don’t
When most brands launch their app, they think like marketers: “How loud can we be?”
But retention requires thinking like product people: “How useful can we be, consistently?”
This 4-week strategy creates space to:
- Learn and adapt before you scale
- Build emotional momentum with your best customers
- Uncover bugs and friction while stakes are low
- Launch with clarity, not chaos
And most importantly, it creates a first impression that lasts — because your app isn’t just something they downloaded. It’s something they want to come back to.
Let’s Launch Your App the Right Way
At Nordstone, we don’t just build apps that look great — we launch them with a plan. As experienced e-commerce app developers in London, UK, we help brands build apps with high-performing UX, smart data flows, and loyalty features baked in from day one.
So if you’re ready to:
- Launch your app without guesswork
- Maximize day-one retention
- Create a channel your customers will actually use
Let’s talk.
