• About
  • Contact
  • Testimonials
  • Newsletter
  • More
    • Demographics & Advertising Rates
    • Terms & Conditions
Saturday, February 4, 2023
No Result
View All Result
California Business Journal
  • Front Page
  • Business
  • Finance
  • People
  • Featured
  • Opinion
  • Technology
  • Law
  • News
  • Food
  • Art & Culture
  • Human Interest
  • Education
  • Insurance
  • Real Estate
  • Health & Fitness
California Business Journal
Bassem Nowyhed, CEO, Invig Consulting1

Invigorating Insight

Invig Consulting CEO Bassem Nowyhed mastered the secret of how to meaningfully connect with others while helping brands understand the way of presenting products in convenience stores from a psychological buying perspective.

by Scott Smith, Staff Writer, California Business Journal
A A
Share on FacebookShare on Twitter

Bassem Nowyhed did not learn how manufacturers can move their products off retail shelves from the business administration degree he earned in 2011 from the University of Southern California. That did give him the equivalent of a Ph.D. in networking among the Trojan universe of alumni.

“You come out of USC with friends and connections from your professors and classmates to business leaders in every field,” Nowyhed says. “You develop relationships that start with listening to what others need, being authentic, offering help in whatever way you can, and building trust.”

But understanding why consumers buy a certain product over another was a lifelong process that started when he was a child, helping his father at the family’s ampm/ARCO gas station and convenience store.

“I might have wanted to go play basketball with friends, but my dad would drive by and honk his horn, saying he needed me,” Nowyhed recalls. “I would spend my time there sweeping the floor or bagging ice, breaking down Gatorade boxes and merchandising the bottles so they would sell. I learned about traffic flow and impulse buying, why it was a good thing when customers left a mess by the coffee, because it told you that’s where they were aggregating.

ARCO has always had a reputation of having low prices for gas as the hook to get buyers into the store for the shopping experience.

Father and son now co-own three ampm/ARCO locations: Studio City, Lincoln Heights and Palmdale.

store

“The primary benefit of a franchise is that you don’t have to come up with the systems and structure of running a business, which is always much more complicated than a first-time entrepreneur might imagine,” Nowyhed says. “At the same time, you don’t have to pigeonhole yourself and feel your hands are tied, only following the script the franchisor provides.

“You can take advantage of opportunities to improve your business and innovate. For example, ampm/ARCO wasn’t telling us to get onto food delivery platforms, but we were one of the first to offer service by Uber Eats, Postmates, and DoorDash. As a result of our experience, DoorDash is now in talks with ampm corporate about a possible national roll-out.” — CEO Bassem Nowyhed

He says only 70% of the typical convenience store skus (stock-keeping units or different types of items and sizes) are mandated by the franchise. In theory, there is plenty of space for new products, but there is immense competition and most small manufacturers don’t know how to pursue the opportunity in an effective way.

“C-stores have planograms that lay out the schematics on where and how the required products are to be displayed, so if an owner agrees to accept something new, it needs to be fitted into that,” he explains. “Too many vendor reps think they can just drop off the new merchandise and leave it to the owner to figure out the best place to put it. That often means it will get stuck into some corner or put behind the counter where the customer can’t easily even see it.”

ADVERTISEMENT

Last year, Nowyhed, 32, co-founded Invig Consulting, shorthand for services that will “invigorate” retail sales for clients, drawing on their combined retail experience.

“Many vendors think they should start with trying to get into the supermarkets or big chain stores, but that means paying for shelf space and then the new product usually gets lost in the shuffle,” he says. “On the other hand, trying to sell directly to each c-store owner would be a very slow process, but they know us and we can make introductions. We like to start with the packaging because that makes a huge difference in whether the product becomes an impulse buy.”

Invig provides a checklist for not only how to get the right shelf space, but to run effective brand promotions. Many of the new offerings are, of course, for personal protective gear like masks and sanitizers, but consumer interest is driving all kinds of health and wellness products, including snacks, protein bars and functional benefit beverages.

“People are paying much more attention to what they’re eating and drinking. They’ve realized that junk food has a high cost–it’s like putting bad fuel in your car that eventually harms the engine.” — CEO Bassem Nowyhed

The pandemic has, of course, forced all businesses to pay closer attention to every aspect of how to keep employees and customers healthy.

“We’ve always run one of the cleanest franchises because people eat first with their eyes before their mouths,” Nowyhed says. “We’ve done a good job of training everyone to work with gloves, sanitize, manage social distancing, and limit the number of customers in our stores. We installed a window in each so that one person can work the graveyard shift and give the customers coffee or snacks that way. We haven’t had to lay off anyone or shut down.”

Nowyhed hasn’t had a problem finding effective employees because they usually come through referrals from current workers. “I tell them not to feel limited by their job description,” he says. “In retail, you find out how to deal with demanding customers and the best ways to merchandise, so it’s a great way to learn how to be a manager or an entrepreneur. I set an example by doing everything from cleaning the restroom to working the register.”

[Editor’s Note: In 2018, Nowyhed co-founded Just Cause Inc. to celebrate artists, musicians, poets, and other creatives with donations and publicity, even connecting some to major brands that may be interested in sponsoring artists.]

Copyright © 2021 California Business Journal. All Rights Reserved.

Bassem Nowyhed photo by Matt Marsheski

This article was edited and published by Rick Weinberg, California Business Journal’s Founder and Editor-in-Chief. Click here for Rick Weinberg’s biography.

TO READ THE MAGAZINE VERSION OF THIS ARTICLE, click here.

Tags: 2018basketballCaliforniaCEOcloserConsultingconsumersconvenienceemployeesentrepreneurfoodfranchisehealthhealth and wellnesshealthyMattnetworkingpHrelationshipsSouthern CaliforniaTraffictrainingtrustuberUSCwellness
ADVERTISEMENT
Scott Smith, Staff Writer, California Business Journal

Scott Smith, Staff Writer, California Business Journal

Scott S. Smith is a freelance journalist, whose 1,600 articles have appeared in 180 publications, including Investor’s Business Daily, the Los Angeles Times, Los Angeles Magazine, and American Airlines' American Way. He has interviewed such influentials as Bill Gates, Stan Lee, Meg Whitman, Kirk Douglas, Howard Schultz, Barbara Corcoran, Dean Koontz, Richard Branson, and Kathy Ireland. His recent book, "Extraordinary People: Real Life Lessons on What It Takes to Achieve Success," looks at the careers of 21 famous people, past and present, to understand the attitudes and actions that can help anyone achieve their goals https://www.ExtraordinaryPeopleBook.com. One business leader called it "a roadmap for success." He is also the author of "God Reconsidered: Searching for Truth in the Battle Between Atheism and Religion," which combines personal experience and a skeptical mind to recognize the problems with both modern atheism and mainstream religion https://www.GodReconsidered.com. At the end, he provides some conclusions for those who want to find a spiritual path that makes sense. One scholarly reviewer wrote, "I couldn't put it down."

advertisement
ADVERTISEMENT

CBJ Newsletter

Facebook Twitter LinkedIn Instagram LinkedIn

Advertise With CBJ

Contact Rick@CalBizJournal.com

CBJ Rates and Demographics

Job Postings

CEO Wanted


Requirements: BS/BA + 2yrs of Business Managing Experience

Mail Resume: Grand Life, Inc. 14647 Northam St. La Mirada, CA 90638.

$114,754/year

ADVERTISEMENT
1REALTOUR-SAN DIEGO-WEB DESIGN
Facebook Twitter LinkedIn LinkedIn Instagram
C B J   LOGO  SVG-01
  • About
  • Contact California Business Journal
  • Testimonials
  • Demographics & Advertising Rates
  • Terms & Conditions

Categories

  • Art & Culture
  • Business
  • California Hotel Listings
  • Daily Updates
  • Editor's Choice
  • Education
  • Featured
  • Finance
  • Food & Dining
  • Health & Fitness
  • Human Interest
  • Insurance
  • Law
  • Lawyers
  • Marketing
  • Medical
  • News
  • Newsletter
  • Opinion
  • People
  • Popular
  • Real Estate
  • Social Media
  • Technology
  • Top 25 Wealth Management Companies in California
  • Uncategorized

CBJ Partner Firebrand Media

Laguna Beach Independent Newspaper
 Laguna Beach City Guide
 Newport Beach Independent Newspaper
Newport Beach Country Club Magazine
  Montage Magazine
 Omni Escapes Hotel Magazine
 Bespoke Concierge New York
 Evans Hotels
 Laguna Beach Magazine
 On The Menu Laguna Beach
 Newport Beach Magazine
Coastal Real Estate Guide (NB,LB, CDM)
Monarch Beach Resort Magazine
 Pacific Coast Magazine (SoCal)
Sea Island Life Magazine
Salamander Hotel & Resorts Magazine
 View our entire portfolio

 

Most Viewed

  • Gavel, scales of justice and law books

    Lawsuit Basics: How Much Does It Cost to Sue Someone?

    0 shares
    Share 0 Tweet 0
  • Investigation: Can TriumphFX Take Your Money?

    0 shares
    Share 0 Tweet 0
  • The Impact of Covid: Racing to Buy Second Citizenships

    3 shares
    Share 0 Tweet 0
  • What to Do When an Online Casino Refuses to Pay Out Your Winnings

    0 shares
    Share 0 Tweet 0
  • Top 5 Flavors On Elf Bar BC5000 Review

    0 shares
    Share 0 Tweet 0
  • NFL Paychecks: How Do NFL Players Get Paid?

    0 shares
    Share 0 Tweet 0
  • Five Reasons Why The Government Does Not Like Bitcoin

    0 shares
    Share 0 Tweet 0
  • How to Start a Telecommunication Business: A Step-By-Step Guide

    0 shares
    Share 0 Tweet 0
  • Temu’s New Shipping Policy Is A Smashing Hit For Shoppers All Over the Country

    0 shares
    Share 0 Tweet 0
  • 6 Types of Business Records and Receipts Every Small Business Should Keep

    0 shares
    Share 0 Tweet 0

Latest Articles

Super Bowl

5 Best Sports Betting Apps For The Super Bowl

Free Spins: If You Love Online Slots, Check Out These Casinos

Free Spins: If You Love Online Slots, Check Out These Casinos

How to Optimize the Learning Process and Allocate More Time for Yourself

How to Optimize the Learning Process and Allocate More Time for Yourself

Should You Junk or Sell Your Unusable Car? 8 Considerations

Should You Junk or Sell Your Unusable Car? 8 Considerations

Q&A with Jennifer Woods, Vice President and Associate General Counsel of FrontDoor on Why Companies Should Release Sustainability Reports.

Q&A with Jennifer Woods, Vice President and Associate General Counsel of Frontdoor on Why Companies Should Release Sustainability Reports.

Best Practices for Establishing Secure Password Protocols

Best Practices for Establishing Secure Password Protocols

How to Up Your Marketing Game with Real Estate 3D Rendering

How to Up Your Marketing Game with Real Estate 3D Rendering

Tips For Designing A Vinyl Banner For Your Business

Tips For Designing A Vinyl Banner For Your Business

15 Useful Animation Makers for Novice Entrepreneurs (2023)

15 Useful Animation Makers for Novice Entrepreneurs For 2023

What is FinTech?

What is FinTech?

California Business Journal | California Business News, California News Media, California business articles | Orange County, Los Angeles, San Diego, Inland Empire, Northern California, San Francisco | Huntington Beach CA 92649 | (949) 648-3815
ALL RIGHTS RESERVED BY CALIFORNIA BUSINESS JOURNAL.
Site Design by 1REALTOUR

No Result
View All Result
  • Front Page
  • Business
  • Finance
  • People
  • Featured
  • Opinion
  • Technology
  • Law
  • News
  • Food
  • Art & Culture
  • Human Interest
  • Education
  • Insurance
  • Real Estate
  • Health & Fitness

California Business Journal | California Business News, California News Media, California business articles | Orange County, Los Angeles, San Diego, Inland Empire, Northern California, San Francisco | Huntington Beach CA 92649 | (949) 648-3815
ALL RIGHTS RESERVED BY CALIFORNIA BUSINESS JOURNAL.
Site Design by 1REALTOUR