The new station, located in Ada George, extends the company’s self-service fuelling network beyond Lagos and Abuja to the South-South region, offering motorists an alternative way to purchase fuel through digital payments and a simplified dispensing process.
The expansion reflects Sunbeth Energies’ strategy to integrate technology into petroleum retailing, with an emphasis on customer convenience, payment transparency and operational reliability.
According to the company, its existing self-service stations have recorded a 100 per cent transaction success rate, with no service downtime since September 2026. The performance, it said, was achieved with technical support from its partners, Techbroker and Fuelmetrics.
The reported results cover customers’ ability to complete payments and dispense fuel without transaction-related failures, highlighting the importance of reliable digital infrastructure in technology-enabled fuel retailing.
At the new Ada George outlet, motorists can pay for fuel using payment cards or bank transfers. Instructions displayed at the pumps guide customers through the payment process, fuel dispensing and transaction confirmation.
The station also has Customer Assistants on hand to guide motorists, answer questions and resolve difficulties, combining automated fuelling procedures with direct customer support.
Speaking on the expansion, Bunmi Isijola, Chief Operating Officer of Sunbeth Energies, said the company’s self-service model was designed to give motorists greater control over their fuelling experience without eliminating the role of station personnel.
“Self-service is not about replacing people; it is about giving customers greater control over their fuelling experience while creating new ways for our people to support and serve them,” Isijola said.
She explained that Customer Assistants had been trained to help motorists navigate the system and provide assistance whenever necessary.
“As we bring this experience to Port Harcourt, our commitment remains the same: to make fuelling more convenient, transparent and reliable for every customer,” she added.
Digital technology reshapes fuel retailing
With the Port Harcourt launch, Sunbeth Energies now operates its self-service retail model in three major Nigerian markets: Lagos, Abuja and Port Harcourt.
The model provides an alternative to conventional fuelling arrangements by allowing customers to manage payments and dispensing themselves, while retaining access to on-site assistance.
For downstream petroleum operators, technology-enabled retailing offers opportunities to improve transaction processing, streamline station operations and differentiate customer services in an increasingly competitive market.
Digital payments could also help make fuel purchases more convenient by reducing dependence on conventional payment processes and giving motorists additional payment options.
However, the commercial sustainability of self-service fuelling will depend on consistent system availability, payment reliability, ease of use and customers’ willingness to embrace the technology.
For Sunbeth Energies, the expansion into Port Harcourt represents another step in extending its digital retail proposition across Nigeria, as the company seeks to make convenience, transparency and reliable service key elements of its downstream operations.
