Meet the CEO of Invig Consulting: Bassem Nowyhed
How did you get your start in the convenience store industry?
My family got into this industry before I was born, so I grew up in it. However, even though I was born into it, this wasn’t what I envisioned myself doing.
My childhood dream was to be a professional basketball player, but I wasn’t able to play. My dad would pull me away from playing with friends to make me work at the station.
I didn’t want anything to do with it to begin with, but after graduating college and starting my own entrepreneurial ventures, I ended up going back into it and never looked back.
Even though I didn’t want to pursue this career early on, I still learned a lot about it and found that I could develop brands and they would gravitate toward me easily.
What do you enjoy about developing brands?
In developing brands, you work with a lot of cool people. We do lots of marketing and event planning with companies, especially on the social media side. Working with that type of messaging and marketing has always been a passion of mine.
The diversity and broad scheme of ways to work in this industry make the job a lot more enticing versus when you look at it as if you’re working at a gas station.
You can work with huge brands like Pepsi and Gatorade, as well as many up and coming brands, which I love.
When people think of distributing to wholesale supermarkets, they think of stores like Costco and Trader Joes, but often forget about the fast, casual experience of a convenience store.
Convenience stores are convenient and are frequented by the vast majority of the general public. Because of this, your brand is able to get more traction. The product is enjoyable, but also happens to be enticing and exciting for impulse buyers.
You can window shop, but convenience store buyers are impulse buyers and go in with the intention of purchasing something. Creating visual graphics and using social media including Instagram and Tik Tok as a means to engage with the consumer helps not only gain traction, but also customer engagement.
How should convenience stores support customers during this pandemic?
We’re seeing more convenience stores coming to customers versus customers coming to us. Digital platforms like food delivery apps have become larger factors in c-stores successfully going to the customers and supporting them.
We used to depend on people driving to the store. Now, we go to the buyer’s house through apps and online programs. This creates a new avenue for convenience stores to have a digital presence.
We’re taking the store online and allowing purchases and other services through a website or social media platform rather than a physical store.
What inspired you to start Invig Consulting?
I saw that there was an opportunity for brands who wanted to gain experience on how to get into a convenience store. It’s a different market than a traditional supermarket or warehouse.
The means of playing in this distribution model is different, and this is what inspired me to start Invig. I found that with my experience, I could help brands get themselves into various distribution channels successfully.
There’s value in this advice.Bridging the gap between having a vision and making it happen was what I wanted to do.
What services does Invig Consulting provide?
We offer a number of services to brands looking to start their journey into convenience stores. We work with marketing, promotion, product development, pricing, and more to successfully break brands into the convenience store scene.
We also perform thorough market research on the brand and products, making sure that we provide the right services for the needs of the brand.
Through our lifetime of experience, we have been able to create numerous success stories, helping us build trust with brands, convenience stores, and store owners in the industry.
What future trends do you see impacting convenience stores?
Definitely solar and electric vehicles are huge trends that are already impacting convenience stores. You have to take into account that electric cars will become the new normal in the next five to 10 years.
How someone refuels their car won’t be dependent on going to a gas station anymore. People will have the option to be at home or in a parking structure charging their car.
Gas stations will have the opportunity to switch over to offering charging stations in the future, but the infrastructure will be so readily available to charge a car, that society won’t need them much longer.
C-stores will lose traffic flow substantially. To keep c-stores afloat, we’ll need to step into the premise of creating and identifying different avenues of income before it’s too late.
What’s the best piece of advice for others trying to thrive in the convenience store industry?
Connect with as many people as you can in this industry. Networking is important in every industry, so by making trusted connections with store owners, brands, and more, will help anyone stepping into the industry thrive.
I’d also say that to be successful in this industry, you need to have a product or solution that truly solves and aids franchises/retailers that are operators of the business.
If you have a consumer product, don’t just create a new water bottle. If you want to create something, make it beneficial to the needs of the people, whether it be for health or the environment.
- Published in Mobile, Networking
C-Store Tips: Convenience Store Marketing
With so many choices for customers, marketing a convenience store can be difficult. How do you separate your store from the pack and pull new customers in? What can you do to encourage customer loyalty?
There are many questions when it comes to marketing your business. Here are a few tips when it comes to convenience stores.
Offer Unique Foods
Many convenience stores sell the same foods, such as preheated hotdogs or donuts. Add a unique food to your menu to make your convenience store stand out.
For example, sell something out of the ordinary that could become your c-store staple food, such as delicious churros, loaded fries, or mac n’ cheese. Ask yourself, :“What product are you passionate about?”
People will start to remember your location as “the one with the amazing churros,” ultimately making your c-store not only more attractive, but a destination. This one marketing tool could bring in customers who might only come for the churros but end up buying more or filling up their gas tanks.
Offering something that is readily available that also tastes delicious can encourage repeat business.
Use Social Media
Social media has become increasingly integrated into our lives. Today, people utilize social media quite often to find new places to eat, see, and visit such as c-stores, restaurants, or gas stations near them. It is helpful to create social media accounts for your c-store so that people will easily find it online via their favorite platform.
Particularly helpful social media networks are Instagram and Pinterest. Utilize hashtags that will make it easier for users to find your store and key items you sell. Add photos that promote your products and services.
Keep your accounts active and updated by posting often and interacting with consumers online. Post about sales or deals (or those delicious churros) that may attract more customers.
Invite Customers to Be a Part of Your Social Media
Show you have happy customers! People want to know that other people had good experiences at your store.
Get your customers’ consent to include them in your social media posts. This could be a video of people discussing their love for your c-store or a picture of someone eating your food.
Chief Business Strategist of LSMB Business Solutions Linda Murray Bullard, stated,“Using this method provides new customers with what to expect and helps to increase the know, like, and trust factor for the business.”
Encourage Customer Reviews
People often check reviews for businesses prior to selecting a destination. Invite your customers to review your c-store on Yelp, Google, or Facebook in order to boost your profile.
One way to get customers to participate is by putting up signs that directly ask customers to review your store. You can also get creative and offer incentives for leaving a review. For example, customers could receive a free cookie if they show proof of leaving a review.
This digital strategy promotes better customer service from your employees and helps your c-store rank higher in Google search map results.
Use a Mobile App for your Loyalty Program
People are on their phones all the time. With a mobile loyalty program, customers can easily stay connected to your c-store and keep track of coupons and deals.
Additionally, this will encourage customer loyalty. People will have greater incentive to come to your c-store if they can accumulate points and easily redeem them for discounts, deals, and promotions, rather than going to another c-store.
A mobile platform will also make it easy for business owners to reach out to and inform customers about their c-stores. Everything the customer needs to know will be in one place. A mobile app is more efficient than having to print out easily misplaced or forgotten coupons or flyers.
There are many ways to effectively market a c-store and these are just a few. Marketing strategies are constantly evolving and adapting to the ever-changing world. It is important to learn customers’ needs and adjust accordingly. Who knows what new and creative marketing strategies will look like in the future?
- Published in Mobile
What C-Stores Should Expect this Summer
It’s no secret that convenience stores took a major hit during the pandemic. With early indications of society’s eagerness to take on new travels and return to a semblance of normal, c-stores should be ready for a great deal of business in the near future.
According to the latest National Association of Convenience Stores Retailer Member Pulse Survey, optimism is in the air for the U.S. and c-store owners. Leisure travel and routine shopping trips are anticipated to go back to pre-pandemic levels this summer, bringing in more traffic and business than ever. As we head into the heat of summer, here are three things that c-stores should expect.
An Increase in Sales That Were Decreased During the Pandemic
Prior to COVID-19, c-stores were responsible for 80% of the fuel purchased in the United States. The pandemic produced a 13%decrease in fuel sales at c-stores due to the lessened customer traffic.
With the easing of pandemic restrictions and vaccines being distributed, the survey states that anticipated summer travel and commuting patterns should bring the percentage close to pre-pandemic levels.
C-stores are also anticipating about a 43% growth in cold beverage and coffee sales. Due to the lack of driving during the pandemic, sales in these items decreased roughly 10%-15% depending on location. Because of this, c-stores began offering different discount opportunities, a popular one being discounts for repeat purchases of an item. This tactic helped increase in-person business and sales.
Immediate consumption foods, including candy bars and chips, are estimated to see a 62% rise in sales. Pre-pandemic, 83% of the items purchased at c-stores were these immediate consumption foods. Additionally, 36% of c-stores said they were focusing on adding multi-serve meals and premade foods to their inventory, while another 13% decided to add more stock-up grocery and pantry items to their stores.
Though many items have seen immense growth in purchase rates in the recent weeks, self-serve options, including soft-serve and soda machines, may still be on hiatus.
Continuing Safety Measures and Encouraging Vaccinations for All Employees
With COVID-19 vaccines accessible nationwide, c-stores are encouraging their employees to get vaccinated, while also ensuring safety protocols are in place at the physical stores.
Additionally, 34% of c-stores have offered paid time off for employees to get their vaccines, 26% have helped coordinate and find vaccine locations for their employees, and 10% have offered monetary incentives.
Getting employees vaccinated encourages and promotes safety for others. This creates an atmosphere for customers to feel comfortable without wearing a mask while shopping inside of stores, in turn, increasing foot traffic.
Continued Top-Tier Customer Service and the Development of Service Expansions
Even with a large drop in sales for c-stores during the pandemic, there were many lessons learned that will be leveraged to help them grow in the future.
One example of this is contactless payments. Services such as Apple Pay have become extremely popular and convenient for customers. Home delivery and curbside pickup have also become wildly popular and are features c-stores intend to continue offering.
In fact, 20% of c-stores are likely to begin offering services such as drive-thru and delivery in the coming months and years because of the convenience factor for customers.
As the end of the pandemic nears, the main focus this summer will be the value and intent of top-tier customer service. The pandemic was tough for many people, so kindness, patience, and joy is especially needed in interactions these days.
Being friendly and personable towards customers will continue to build community support, encourage business and ensure we continue to see growth in c-stores post-pandemic.
- Published in Mobile, Technology
How to Make Healthy Choices at Convenience Stores
In convenience store environments, there is a growing emphasis on fresher, healthier foods, particularly those that are all-natural or organic, high-protein, vegan, gluten-free and produced from vegetable protein sources. According to CSP Daily News, 63% of customers surveyed said they’d like to see more healthy foods offered, while 46% are seeking healthier options than they were just two years ago.
Studies show that consumers would be more likely to visit c-stores if they offered healthier food and drink options. Younger millennials and Generation Z are more attracted to a healthier lifestyle, beginning with their eating habits. All demographics and generations have higher expectations for the quality of the foods they eat. So, how can you find healthy options at convenience stores? Here are a few ways.
Find Alternatives for the Unhealthy Food You’re Craving
While c-stores are typically known for selling junk food, desserts, and quick grab-and-go items, there are healthier alternatives you can choose from if you’re looking in the right place. Some of these foods include pre-packaged nuts, fruit, and pre-made salads.
With c-stores providing grocery items and healthier food options, it not only increases the accessibility of healthier foods and meals, but also hits important food groups including fruits and vegetables. This is especially important for those in low-income areas and food deserts and increases the accessibility of healthier food options.
The way that food is displayed has a big impact on what the consumer will be drawn to as they the c-store. Signs promoting fruits and vegetables, pre-made salads, and other healthy food choices will draw more attention to the store and items customers should look out for.
Read Labels
Oftentimes, something that may seem healthy really isn’t when you look at the ingredients or nutrition information. If you’re trying to make a health-conscious decision, read the label.
All labels and ingredients for products can be found online, so if you question something make sure to research it. It is always better to be safe than sorry.
Some of the main ingredients you want to look for in food are fiber, protein, vitamin D, and calcium. Consumers have begun straying away from foods with excessive sugars and hidden chemicals which is what makes reading the ingredients on labels extra important.
Additionally, if there’s an ingredient on a label that you can’t pronounce, it may be better to put it back on the shelf and find an alternative.
Invest in Food Items Specific to Different Eating Habits
As society progresses and develops new eating habits, lifestyles and diets, c-stores must jump ahead of these trends and conform to these new normalities.
Dietary needs, such as lactose intolerance and gluten-free are becoming more normalized in today’s society and people are seeking out products that help them live those lifestyles.
Make sure that when you’re checking ingredients and purchasing products that you know what foods you can and cannot have based on your diet. For example, if you’re on a keto diet, what ingredients are acceptable? These are all things you should know prior to shopping.
Be Strategic About How You Shop
There are different strategies to ensure you are maximizing your healthy shopping experience. It is proven that most stores put the items they want you to buy on the perimeter of the store for easy access.
If you are not finding the healthy options you want, make sure you are looking throughout the middle of the store as well. Reading labels is also important to maximize your experience.
If you don’t have enough time to read the label or are confused, make sure you download Fooducate on the app store. This free app allows you to scan the barcode of any product and gives you a letter grade, the number of calories per serving, and additional relevant health-related information.
With healthy eating habits and lifestyles on the rise in society, c-stores are doing what they can to keep up and provide. By taking advantage of the options available in these stores you will be able to continue your healthy eating at c-store prices.
- Published in Mobile, Technology
How to Strategically Enhance Security Protection Measures In Your C-Store
If you are a convenience store owner, what measures do you take to ensure your location(s) are safe from any potential threats? As more and more customers return to c-stores, now is the time to re-evaluate your store’s security protection system.
Unfortunately, robberies and other types of crimes are bound to happen for even the most modern and security-heavy stores. We can’t always control or be aware of the mischievous plans of unruly individuals looking to cause trouble.
Yet, taking charge of implementing a reliable and sturdy security system in your c-store can assist with preventing misdeeds and loss at your shop. In this case, security-driven technology tools will become your best friend.
In order to protect your c-store from experiencing any type of illegal activity, it’s better to be proactive rather than reactive.
Here are three ways you can build out the security protection system at your c-store:
Install Working and Advanced Cameras that Hit Every Angle
Get ready to smile for the camera and say cheese! Almost every store has a camera system and there’s a significant reason behind this.
Employees can’t always be aware of all of the activity happening in a store at once. Therefore, customers with bad intentions will take advantage of stores and will try to perform sneaky moves, such as stealing or tampering with products.
While we wish this wasn’t a reality, we have to accept that it is. This is where a reliable camera system comes in to save your back.
Have you seen the latest camera offerings for stores? Every year, new types of cameras are made available to the public with the highest quality imaging and features.
Consider visiting your local tech shop, like Best Buy, or browsing through an online retailer to check out the latest camera products. Most likely, you’ll find a camera system that can hit all of the angles in your store.
Soon, you’ll be aware of all the activity, good and bad, happening in your store in real-time.
Protect Yourself Against Underage Product Purchases
Do you remember when you were under 21 years old? Most likely, there was a lot of excitement surrounding the purchase of your first adult beverage.
Unfortunately, there are plenty of eager underage individuals who want to purchase their first bottle of alcohol before they are legally allowed to do so. If you want to prevent any underage customers from purchasing alcohol at your store, consider investing in a device from ID Smart Lock.
ID Smart Lock provides advanced and custom identification locking devices for retail cooler doors and other age-restricted products. Through their devices, you can trust a secure system with verifying the identification of customers attempting to purchase age-restricted goods from your store.
Once your ID Smart Lock system is installed, you’ll know the customers buying age-restricted products from your location are legitimate. Get ready for a load of relief regarding this sensitive and often stressful verification process.
Invest In An Up-to-Date Alarm System
What kind of alarm system do you have in your c-store? When your shop is closed down for the day, your alarm system will be your ultimate defense – invest in one wisely.
While some c-store owners may use their alarm systems more than others, make sure you’re taking charge by always turning on your alarm system when leaving your shop unattended. You’ll never know when you need your alarm system to have your back.
Take time to analyze the current alarm system. Find out if it’s an up-to-date system that can reliably protect your store.
If you see room for improvement with your alarm system, it’s better to install a new one than rely on your outdated one before encountering a situation.
On top of having an advanced alarm system, make sure your staff is trained to understand and use the system. You’ll avoid a future headache of handling an alarm issue when you’re away from your store.
- Published in Technology