Nova is a trading name for Westol Petroleum Limited, a wholly owned Ghanaian oil marketing company. Fairly new in the oil marketing industry, Nova’s mission is to provide high-quality, long-lasting fuel at affordable prices to the average Ghanaian. 

Opportunity 

The decision by Nova to use Hubtel was driven by Nova’s desire to provide a convenient payment method for their customers, regardless of their preferred mode of payment, and to reduce the risk associated with carrying cash. 

Mr. Kwesi Zigah, Managing Director of Nova Ghana, explained the decision to use Hubtel, stating, “We turned to Hubtel because we wanted to offer our customers the flexibility of having more payment options for the fuel we provide. Additionally, this decision aligns with the government’s agenda to promote a cashless economy.” 

For Nova, Hubtel offers a comprehensive range of services that meet their business needs. With Hubtel’s POS, Nova is able to accept and process payments quickly, including card payments, bank transfers, mobile money, and a USSD code that customers can easily use to make payments. 

Additionally, with the web management dashboard that comes with the POS, Nova has the ability to monitor the performance of each of their fuel stations across the country right from its head office. With these insights, they can make informed marketing decisions for their promotions and loyalty programs. 

“I would say Hubtel is a digital partner for businesses like us because the platform not only aggregates payments but also provides a dashboard that allows you to have visibility into who is buying from you and how much they are purchasing. For example, at Nova, we are aware of the average purchase per customer visit, which is a key indicator helping us understand the station’s performance and the payment methods preferred by each customer,” says Zigah. 

Solution 

“The OMCs have always faced the challenge of maximizing the full value of purchases or sales proceeds. Therefore, digital payment options, such as Hubtel, help secure our cash flow and effectively address this challenge,” says Zigah. 

Using Hubtel not only prevents small thefts among staff but also mitigates the risk of robbery at the station. Additionally, with Hubtel, they are able to realize sales proceeds in real-time, which is highly valuable for the business.  

Zigah further said, “For us, this is where Hubtel offers unmatched value, something no other service provider can provide.” 

By using Hubtel’s POS, Nova is able to realize its full sales proceeds, serve a wide range of customers irrespective of their payment methods, and leverage insights from the web management dashboard to make informed marketing decisions. 

“We have seen improvements in our sales. In the past, a customer might have driven away because we didn’t offer card payment options, especially in residential areas where customers frequently use their cards for payments,” he says.  

Results 

Since using Hubtel, Nova has been able to: 

• Seamlessly collect and process a broad range of payment methods. 
• Monitor the sales performance of fuel stations. 
• Gain insights to aid marketing decisions. 
• Improve its overall customer experience. 

Looking to the future, Nova seeks to do even more with the insights they have on their average customer, thanks to Hubtel. With plans for a customer loyalty program and sales promotions dedicated to fostering connections with its customers, Nova aims to turn them from one-time buyers into repeat, lifelong customers. 

“As a business, we aim and shoot. Sometimes, we hit the mark, and other times things may not go as planned. However, with Hubtel, it gives us the opportunity to aim, shoot, and get it right the first time because we know who our customers are, and we can reach them easily,” says Zigah.