What is Sales and Marketing Strategy of Viva Energy Group Company?

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How did Viva Energy Group transform into a retail and convenience leader?

Viva Energy shifted from supplier to consumer-facing leader after the 2014 Shell retail launch, 2017 Liberty Oil buy and the 2018 IPO. The 2023–24 OTR integration expanded convenience capability across 1,400+ sites and boosted non-fuel margins.

Viva combines the Geelong refinery capacity of over 7.5 billion litres p.a. with a brand-led retail network, omnichannel fleet solutions and data-driven marketing to grow shop baskets and national visibility.

What is Sales and Marketing Strategy of Viva Energy Group Company? The strategy focuses on national brand licensing, convenience-led retail expansion, partnerships, targeted fleet products and data-driven promotions to lift non-fuel revenue. See Viva Energy Group Porter's Five Forces Analysis

How Does Viva Energy Group Reach Its Customers?

Viva Energy’s sales channels combine a national Shell-branded retail network, high‑traffic OTR convenience sites, B2B fuel contracts across aviation, marine and mining, wholesale distribution via Liberty and partners, plus fleet, card and lubricant/bitumen networks to drive volume and margin.

Retail fuel and convenience

Shell-branded service stations plus proprietary OTR stores form the core retail channel, with integrated foodservice and high non‑fuel spend per site.

B2B direct sales

Direct contracts supply Jet A‑1 to airlines at 50+ airports, marine bunkering, and fuels for mining and transport fleets nationwide.

Wholesale distribution

Liberty Wholesale and third‑party resellers extend reach into commercial forecourts and independent retailers across Australia.

Fleet & card solutions

Shell Card and OTR App integrations deliver payment, digital receipts and route optimisation to fleets, increasing diesel share via card transactions.

Channel evolution & performance

Since securing the long‑term Shell licence post‑2014, Viva scaled wholesale with Liberty (partial 2017, remainder 2019) and completed the ~A$1.15bn OTR acquisition in 2023–2024, adding 226 convenience‑led sites; total retail footprint reached over 1,400 sites by 2024/25.

OTR integration lifted non‑fuel retail margins by mid‑single digits in FY2024.
OTR sites show higher sales per site and longer dwell times vs legacy Shell sites.
Aviation volumes rebounded toward pre‑COVID levels by 2024; marine bunkering improved with freight normalisation.
Omnichannel pilots (OTR App pre‑order, digital receipts, loyalty linkages) increased repeat frequency by low double digits in test markets.

Channel priorities align with Viva Energy sales strategy and Viva Energy Group commercial strategy: expand high‑margin convenience, deepen B2B contracts, grow wholesale reach, and deploy digital fleet solutions to capture share in Australia’s fuel and convenience market; see further context in Marketing Strategy of Viva Energy Group.

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What Marketing Tactics Does Viva Energy Group Use?

Marketing Tactics for Viva Energy Group blend digital intent capture, geo-targeted mobile reach, programmatic display and traditional media to drive forecourt visits, app engagement and B2B leads while highlighting ESG investments and refinery reliability.

Paid Search & Intent

Always-on paid search targets 'fuel near me' intent to capture high-conversion queries and route users to nearest sites and the OTR App.

Geo‑Targeted Mobile

Geo-mobile ads and forecourt geofencing drive immediate visits; circa 5–10% of media budget has shifted to high-ROI geo-mobile channels via incrementality testing.

Programmatic & Contextual

Programmatic display ties creative to weather, traffic and dayparting to lift relevance and conversion during peak travel windows.

Social & App Growth

Facebook, Instagram and TikTok run localized offers; OTR App‑exclusive promos helped MAUs exceed 1 million by 2025 and drove mid‑teens uplift in basket add-ons.

Content & B2B

Content marketing showcases refinery reliability, Jet A‑1 safety and ESG pilots (solar, hydrogen), supporting B2B lead gen on LinkedIn and industry publications.

Email, Push & Segmentation

Segmented email and push using propensity scores, fuel type and daypart lift targeted cohort redemption to 15–20%.

Omnichannel & Data-driven Activation

CRM and CDP integration across Shell Card, OTR App and POS enables unified customer profiles; media mix modeling and dwell-time analytics inform promo cadence and price elasticity testing.

CDP plus retail media integrations power personalized offers and measurement.
Site-level footfall sensors feed attribution and incrementality tests.
Dynamic price-board A/B tests evaluate messaging (value, speed, cleanliness).
Channel ROI reallocation moved 5–10% of budget into geo-mobile in recent years.

Traditional Media & Events

TV/radio bursts align with national travel seasons; outdoor near highways reinforces price and promotional messages. Motorsport sponsorships, community sport tie-ins and trade shows (Aviation/AusFleet) generate brand reach and enterprise leads.

Event marketing supports dealer/franchise engagement and wholesale sales conversations.
Trade shows produce measurable B2B pipeline for aviation and fleet contracts.
Outdoor and broadcast remain core for reach during peak holiday windows.

Innovations & ESG Messaging

Personalized bundles (fuel + coffee), forecourt geofencing and site-level dynamic offers improve conversion while ESG communications highlight the Geelong Energy Hub and lower‑carbon fuel pilots to boost brand consideration among sustainability-minded segments.

Marketing ties sustainability pilots to corporate communications to support B2B and retail trust.
Refinery reliability and Jet A‑1 safety content underpin aviation commercial outreach.
Retail media experiments test cross-sell lifts for convenience retail.
See related analysis in Revenue Streams & Business Model of Viva Energy Group.

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How Is Viva Energy Group Positioned in the Market?

Viva Energy positions its consumer-facing brands on trusted mobility and convenient living: Shell for reliable fuel and OTR for elevated convenience, emphasizing quality, network breadth, speed of service and safety across a unified forecourt and modern store design.

Core Brand Promise

Dependable fuel supply, competitive pricing and superior convenience with fresh food, barista coffee and many 24/7 locations.

Visual Identity

Shell’s global palette pairs with OTR’s black/green convenience branding; clean forecourts, well-lit modern stores and consistent signage create immediate recognition.

Differentiation

Scale of over 1,400 sites and a domestic refining backbone at Geelong plus OTR’s award-winning convenience model form a moat versus pure-play discounters.

B2B Value Proposition

Reliability, nationwide logistics coverage and technical support for lubricants and aviation services underpin Viva Energy Group commercial strategy for business customers.

Customer Experience

Tone is practical, safety-first and community-oriented; OTR’s customer experience awards reinforce non-fuel leadership and store format success.

Consistency

Uniforms, price boards, apps and loyalty touchpoints follow consistent design and messaging to build trust and recognition across the retail network.

Pricing & Communications

Transparent price boards and proactive communications during fuel volatility preserve trust; localized offers address regional price sensitivity and competitor moves.

Sustainability Messaging

Focus is pragmatic: renewables integration, biofuel trials and hydrogen mobility pilots rather than luxury positioning, aligning with Viva Energy sales strategy for transition markets.

Loyalty & Digital

Loyalty programs, mobile app features and targeted promotions support Viva Energy marketing strategy to drive retention and cross-sell between fuel and convenience purchases.

Commercial Reach

Wholesale and dealer channels leverage a national footprint and Geelong refining capability to execute Viva Energy wholesale sales strategy for commercial customers.

Key Facts & Metrics

Brand positioning metrics and operational strengths that drive the Viva Energy retail network strategy and marketing mix:

1,400+ retail sites across Australia
Domestic refining at Geelong supports supply resilience
OTR awarded for customer experience and store design
Pragmatic sustainability pilots: biofuels, hydrogen and renewables trials

Brief History of Viva Energy Group

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What Are Viva Energy Group’s Most Notable Campaigns?

Key Campaigns for Viva Energy Group showcase integrated retail, B2B and community-focused activations that drove measurable uplifts in non-fuel sales, fleet sign-ups and local sentiment between 2023–2025.

OTR ‘More Than Fuel’ Integration (2024–2025)

Objective: roll out OTR convenience proposition to new states and convert legacy Shell shoppers into multi-category buyers; Creative: day-in-life storytelling focused on coffee, fresh food and late-night essentials; Channels: TV, highway OOH, geo-targeted mobile and OTR App push.

Performance Outcomes

Results: double-digit growth in non-fuel sales per OTR site in new markets; app MAUs exceeded 1,000,000; offer redemption rates 15–20%; basket size rose high-single digits. Success drivers: clear value props, app incentives and strong in-store execution.

Shell Card for SME Fleets Relaunch (2023–2024)

Objective: grow SME fleet penetration and diesel loyalty; Creative: 'Control costs, keep moving' with dashboard visuals; Channels: LinkedIn, trade media, email nurtures and partner webinars.

Performance Outcomes

Results: new account sign-ups up ~20% YoY; churn reduced by 200–300 bps; increased cross-sell into lubricants. Success factors: data-led targeting, transparent fee structure and integrations with accounting software.

Holiday Travel Safety and Value Burst (Summer 2024/25)

Objective: capture peak travel traffic and defend share during price volatility; Creative: safety checks plus value bundles; Channels: radio, roadside OOH, Waze/Google Maps and forecourt screens.

Impact

Seasonal fuel volumes outperformed market by an estimated 100–150 bps in covered corridors; coffee attach rates rose +10%. Lesson: combined value and safety messaging resonates during high-price periods.

Aviation Partnerships Spotlight (2024)

Objective: reinforce fuel reliability as airline volumes normalized; Creative: technical, behind‑the‑scenes content from Geelong and airport depots; Channels: LinkedIn, industry journals and conferences.

Outcomes

Resulted in contract renewals with major carriers and an improved RFP win rate. Lesson: technical credibility content outperforms generic brand ads for B2B audiences.

Community & ESG — Geelong Energy Hub (2023–2025)

Objective: build local trust around refinery investments and transition projects; Creative: jobs, training and lower‑emissions storytelling; Channels: local press, site tours, school programs and owned social.

Local Impact

Results: measurable lift in local sentiment surveys and smoother planning consultations. Lesson: authentic, local-first narratives mitigate skepticism and support license to operate.

Key Learnings for Viva Energy sales strategy and marketing

Campaigns combined retail network, B2B sales approach and community communications to drive commercial gains; measurable KPIs backed each activation and informed ongoing Viva Energy Group commercial strategy.

Use of apps and targeted promos lifted non-fuel revenue and basket sizes.
Data-led SME targeting reduced churn and grew fleet wallet share.
Safety + value messaging protected volumes during price volatility.
Technical B2B content improved RFP success and contract renewals.

Further context on customer segmentation and channel strategy is available in this analysis: Target Market of Viva Energy Group

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