In New Zealand, fuel is an incredibly competitive and price driven category. Consumers are heavily influenced by fuel discounts, and a large number of retailers now offer cents per litre discounts. This means that consumers do not remain loyal to one fuel brand and can easily be swayed by any number of factors - price, convenience, accessibility and service.

In this highly competitive fuel category in New Zealand, Caltex is one of two fuel partners in the AA Smartfuel programme, offering consumers fuel discounts for shopping at participating retail outlets. All communications with cardholders are managed via the programme, which means Caltex does not have a direct relationship with them.