Rainoil Group Managing Director, Dr Gabriel Ogbechie, has urged petroleum marketers to prioritise customer service, accurate fuel measurement and automation as competition intensifies in Nigeria’s evolving downstream market.
Ogbechie outlined five priorities for winning customers at the 20th OTL Africa Downstream Energy Week in Lagos, arguing that the industry’s focus has shifted from product availability to affordability, customer choice and operational efficiency.
In his presentation, titled “Winning the Customer in Nigeria’s Evolving Downstream Petroleum Market,” he listed the priorities as making customer service a leadership performance indicator, strengthening measurement integrity, automating high-value processes, managing the economics of each location and demanding measurable returns on investment.
He said the shift towards domestic refining had changed market dynamics, citing figures showing that refined petroleum product exports reached about 55 million litres daily in the second quarter of 2026, while imports fell below 20 million litres daily.
Ogbechie stressed that marketers must compete beyond pump prices by offering reliable service, convenient payment options and consistent standards across their retail networks.
He also called for verified dispensing equipment, regular calibration and stock reconciliation to prevent fuel losses and strengthen consumer confidence.
On automation, he advocated technology-driven forecourt operations, real-time inventory monitoring, improved delivery tracking and data-led demand forecasting.
He said marketers must also assess the profitability of individual locations and ensure investments deliver measurable results.
“The future of downstream marketing is not just about moving more litres. It is about creating more value from every litre,” he said.