Fuel company Shell and retail group Coles Myer have launched a fuel retailing alliance in Australia. Coles Myer is going head to head with Woolworths in the fuel retailing business to drive growth among its supermarkets and other outlets. While the alliance may help grow sales, Coles Myer will need to be wary of the wafer-thin margins in fuel retailing while Woolworths will surely fight hard to maintain its share.