About the Gull Effect
The New Zealand Automobile Association (AA) coined the term the ‘Gull Effect’ in 2013 in response to a localised price drop trend across competitors following Gull’s introduction into a new, previously unserviced, location.
In our experience, the introduction of a Gull petrol station prompts other local petrol stations to drop their prices to remain competitive. The ‘Gull Effect’ is our positive contribution to lower petrol prices by being a challenger and prompting our competitor’s reaction to our own pricing strategy.
In 2013, Mark Stockdale, a senior analyst at the AA, said “Everyone benefits from the presence of Gull, even if they don't buy fuel there. It would be great if that kind of competition was everywhere.” We couldn’t agree more.