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Viva Energy Group
How is Viva Energy Group reshaping who it serves?
Viva Energy Group pivoted from refining to convenience-led retail after integrating OTR in 2024–2025, expanding to over 1,300 sites by early 2025. The shift boosts non-fuel revenue and targets everyday consumers across urban and regional Australia.
Customer demographics now include commuters, regional drivers, and convenience shoppers seeking fuel, foodservice, and quick retail; younger, time-poor urban professionals and families drive growth in in-store sales and loyalty program uptake. See Viva Energy Group Porter's Five Forces Analysis
Who Are Viva Energy Group’s Main Customers?
Primary Customer Segments of Viva Energy Group combine a large B2C retail network of Australian motorists and convenience shoppers plus a B2B commercial division serving aviation, mining, marine, transport and agriculture; retail convenience now drives margin growth while commercial volumes remain strategically critical.
B2C — Retail & Convenience
Core retail customers are Australian motorists aged 18–75, mainly middle-income earners focused on convenience and vehicle performance; post-OTR acquisition, younger urban convenience-only shoppers have grown. The Convenience and Mobility business contributed over 50% of underlying EBITDA in early 2025.
B2B — Commercial Fuels
Commercial customers include tier-one mining firms, national logistics providers, marine operators and airports; Viva Energy supplies about 25% of Australia’s fuel, with strong presence at Sydney and Melbourne airports for aviation fuel.
Demographic & Behavioral Trends
Retail growth is margin-driven while B2B remains volume-driven; diversification addresses refining cyclicality and projected declines in traditional fuel demand, with rising non-fuel retail sales at 24/7 sites.
Strategic Client Types
Key commercial clients are large-scale operators requiring high-volume, reliable supply chains across transport, mining, agriculture and aviation; retail partners include metropolitan and regional convenience shoppers.
Segment Highlights & Data
Key facts for 2024–2025 show rapid margin expansion in retail convenience and sustained commercial volume contribution; targeted marketing varies by segment from in-store offers to long-term supply contracts.
- B2C target: motorists 18–75 and urban convenience shoppers
- B2B target: aviation, mining, marine, transport, agriculture
- Group supply: ~25% of national fuel demand
- Convenience & Mobility: >50% of underlying EBITDA (early 2025)
Competitors Landscape of Viva Energy Group
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What Do Viva Energy Group’s Customers Want?
Consumer needs blend convenience and aspiration: quick, quality food and coffee, premium fuels like Shell V-Power, EV ultra-fast charging and parcel services for time-poor retail customers; commercial clients prioritise supply security, technical support and lower-carbon fuels such as biodiesel blends and SAF.
Retail convenience
Customers want a one-stop-shop where fuel is secondary to food, coffee and parcels, reducing friction through mobile ordering and rapid checkout.
Premium fuel demand
Performance-focused drivers seek premium products; Shell V-Power retains significant share among drivers willing to pay more for engine efficiency.
EV charging needs
Early adopters require ultra-fast EV charging integrated with lounge amenities under the Viva Energy Power brand.
Commercial reliability
Large industrial and fleet clients demand supply security, 24/7 availability and technical support to minimise downtime.
Decarbonisation pressure
ESG mandates drive demand for lower-carbon solutions; Viva leverages Geelong Refinery capabilities to develop biodiesel blends and SAF.
Loyalty drivers
Reliability and convenience underpin loyalty: fleet operators value uptime and automated fuel management; retail customers value speed and quality.
Customer needs translate into measurable behaviours and opportunities across segments.
Key customer needs and preferences
Data-driven priorities for Viva Energy Group customer demographics and target market focus on convenience, premium offerings, EV infrastructure and low-carbon fuels.
- Retail: convenience, premium coffee/food, parcel services, rapid checkout; time-poor demographics drive OTR model.
- Fuel preference: V-Power maintains premium market share among performance-conscious consumers.
- EV market: demand for ultra-fast charging stations and integrated amenities under Viva Energy Power.
- Commercial: supply security, 24/7 support, fuel management systems to reduce downtime for fleets.
- Sustainability: rising demand for biodiesel blends and SAF as ESG mandates increase in 2024–2025.
- Geographic focus: primarily Australia, serving transport, aviation, mining and industrial sectors with tailored solutions.
For further detail see Marketing Strategy of Viva Energy Group
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Where does Viva Energy Group operate?
Viva Energy's geographical market presence spans all Australian states and territories, anchored by the Geelong Refinery in Victoria and a retail network concentrated on the East Coast, with growing high-margin retail in South Australia following the 2024 OTR acquisition.
National refinery anchor
The Geelong Refinery is one of only two operating refineries in Australia, supplying fuels that bolster Viva Energy's market share in Victoria and New South Wales and supporting its Viva Energy target market in the South Eastern corridor.
OTR acquisition impact
The 2024 acquisition of the OTR Group significantly expanded presence in South Australia and the Northern Territory, where OTR had dominant local recognition and drove retail margin growth for Viva Energy retail customers.
Regional and rural strategy
In regional areas Viva markets under the Liberty Convenience brand, serving farmers and transport operators with high-flow diesel and bulk options—key to Viva Energy's B2B customer types and commercial fuels target audience.
Urban hub transformation
Urban sites in Sydney and Melbourne are being reconfigured as multi-service hubs with premium retail offerings aimed at high-income city dwellers, reflecting Viva Energy customer demographics skew in metropolitan retail customers.
Portfolio optimisation
Viva has divested low-performing sites and focused expansion in high-growth corridors such as South East Queensland; as of 2025 sales remain East Coast-weighted but South Australia is a high-margin engine for retail.
Sector and regional diversification
Geographical diversification lets Viva capture different economic cycles—from mining-driven demand in Western Australia and Queensland to dense urban consumption on the East Coast—supporting varied Viva Energy customer profile segments.
Market concentration
East Coast states account for the majority of volumes; Victoria and NSW show the highest brand recognition and retail sales density for Viva Energy target market Australia.
High-margin pockets
Post-2024 OTR integration, South Australia contributes disproportionately to retail margins, improving overall geographic profitability.
Commercial fuels reach
Liberty Convenience and B2B channels serve transport fleets, agriculture and mining sites, aligning with Viva Energy's target audience for commercial fuels and lubricants across regions.
Site optimisation
Ongoing portfolio pruning focuses investment on urban hubs and growth corridors while exiting underperforming locations to improve same-store metrics.
Customer segmentation
Geography-driven segmentation supports distinct offerings for retail customers, business customers and aviation clients, refining Viva Energy market segmentation by region.
Further reading
See a concise corporate overview in this Brief History of Viva Energy Group for context on geographic strategy and assets.
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How Does Viva Energy Group Win & Keep Customers?
Customer acquisition and retention at Viva Energy combine Shell brand reach with localized digital engagement, loyalty partnerships and B2B account management to convert fuel visits into habitual retail spend.
Multi-channel acquisition
National digital ads, OTR App personalization and real-time pump notifications drove higher trial in 2025, supporting a shift from transactional fuel purchases to retail footfall.
Flybuys loyalty
The Flybuys partnership remains central to retention, with millions of Australians earning and redeeming points across fuel and grocery categories to boost repeat visits.
Cross-selling to increase margin
In 2025 Viva Energy intensified cross-selling from fuel into high-margin food and convenience items using digital signage and mobile pre-order prompts at forecourts.
B2B national accounts
Dedicated national accounts teams and CRM management secure multi-year contracts and onboard new commercial clients for fleet and industrial fuels.
Retention improvements include CX investments and data-driven services to raise CLV and reduce exposure to fuel price volatility.
Shell Card ecosystem
The Shell Card offers fleet analytics and carbon reporting, helping retain business customers by delivering operational visibility and cost control.
Site upgrades
A 2024-2025 rollout of upgraded amenities and cleaner facilities addressed market research showing site quality as a top driver of repeat visits.
Data-driven offers
OTR App personalization and CRM segmentation enabled targeted promotions; early 2025 pilots reported uplift in in-store conversion rates by mid-single digits.
Market segmentation focus
Strategies are tailored to Viva Energy Group customer demographics and target market segments: retail consumers, fleet operators, aviation and lubricant clients across Australia.
Customer data analysis
Analytics from loyalty and Shell Card data support segmentation, with the goal of expanding average transaction value and extending Customer Lifetime Value.
Commercial retention metrics
Retention of B2B clients emphasizes contract renewals and value-added services; the company reports higher renewal rates where analytics and facility upgrades are deployed.
Key tactics & results
Core tactics combine loyalty, app-led personalization, national account management and CX investments to defend market share and grow margins.
- Flybuys loyalty drives repeat retail transactions
- OTR App personalization increases store conversion
- Shell Card secures B2B relationships with data services
- Site upgrades raised perceived quality, boosting repeat visits
Further reading on Viva Energy target market and customer segments is available in this analysis: Target Market of Viva Energy Group
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