OTL 2026: Marketers Must Win Customer Confidence To Sustain Downstream Business- Ogbechie

Group Executive Chairman of Rainoil Limited, Dr Gabriel Ogbechie has declared that Nigeria’s downstream industry has moved from it’s initial product availability concerns to a market where customer choice, supply economics and execution has now increasingly determine who wins.

The group executive chairman who listed five priorities for marketers to win customers in Nigeria’s evolving downstream petroleum market stated this in his presentation titled “Winning the Customer in Nigeria’s Evolving Downstream Petroleum Market” at the ongoing 20th anniversary edition of the OTL Africa Downstream Energy Week in Lagos with the theme “Secure Energy, Shared Prosperity;;
Providing context of the transition.

Ogbechie who noted that Nigeria’s four state refineries with 445,000 barrels per day capacity operated at just 7% average utilisation in 2020, said the game changed following subsidy removal in May 2023, with Dangote commencing refining in 2024.
According to him, the market has moved from import dependence to domestic refining, and from net importer to net exporter.
He further disclosed that by Q2 2026, refined product exports reached approximately 55 million litres per day while imports fell below 20 million litres per day.
Breaking further his presentation, he also noted that Refined product export earnings reached US$3.94 billion, up 148% year-on-year, with Dangote supplying 71% of domestic PMS receipts in August 2026.

He said that the industry has also moved from affordability constraints to availability with PMS (petrol) remaining Nigeria’s dominant tracked fuel, accounting for 72% of combined fuel consumption, while PMS daily consumption declined from 60.2 million litres per day in January 2026 to 41.5 million litres per day in August 2026.
On how to win, Ogbechie listed three levers: Customer Service, Accurate Measurement, and Automation.Customer Service – Competing on Value, Not Just Price: In a buyer-led market, according to him customer experience becomes a source of margin protection and loyalty, citing NACS 2025 Report that 55.9% of downstream industry respondents cite seamless customer experience as a key challenge.

He listed three other winning areas:Speed and reliability: Transparent pricing, operationally reliable pumps, minimal downtime, dependable opening hours and reduced stock-outs.Convenience and choice: Cashless payment, fuel cards, loyalty rewards, digital receipts and relevant non-fuel offerings such as lubricants and convenience retail.

Consistency across the network: Common service standards, empowered attendants, prompt complaint resolution and dealer incentives aligned with customer satisfaction.

“Move the discussion beyond courtesy at the pump. Customers may come for the price, but they return for reliability, convenience and trust,” he said.

He cited rainoil examples to include policy on zero product stock-outs in all retail outlets, station look and feel across network, annual customer satisfaction survey and Customer Service Week celebration.
On Accurate Measurement – The Foundation of Trust:”Every litre must be right — for the customer, the marketer and the integrity of the market,” Ogbechie said.

He called for investment in verified dispensing equipment, regular calibration, stock reconciliation, documented custody transfer and controls that flag unusual losses, noting that digital records make measurement discrepancies traceable and actionable.”Regulators, in turn, should provide clear standards, risk-based inspection and consistent enforcement across the market. Every litre is a promise. Measurement integrity is how the industry keeps that promise,” he said.

He also cited other Rainoil examples to include routine tank calibration and maintenance and daily sales and stock reconciliation, Automation – From Manual Operations to Intelligent Networks:”Automation turns service standards and measurement controls into repeatable performance at scale. Automation should not merely digitise yesterday’s processes; it should redesign how the industry serves customers and protects value,”

On Regulation, Ogbechie called for clear rules that will specifically protect consumers, he also called for rules to enforce compliance, while allowing efficient operators the freedom to innovate, invest and compete.”The competitive advantage will not necessarily go to the marketer with the most stations, the most expensive technology or the lowest advertised price. It will go to those that combine scale with disciplined execution, customer understanding and cost efficiency,” he said.