For its money Coles Myer (CML) has had the perfect publicity as it offers retail customers a several cent discount at participating Shell service stations, of which there will be 150 in Victoria this year, and if the scheme is successful a national role out will be implemented over 584 Shell service stations in 2004.

The deal has been big news in all of the major Australian media agencies, but what does it really offer?

For CML it represents a strategic move to turn around a dwindling market share and a match for Woolworth's Petrol Plus scheme. For Shell it is a chance to create a greater rate of customer loyalty, yet for the honest consumer, the change promises to be less than minimal.

The Australian Consumers Association said the average Australian family could spend around $200 per week on groceries, while spending about $30 per week on fuel.

With an expected discount of up to 4c per litre, that represents a snooze-inspiring saving of $1.20 a week - designed to be blown by buying one conveniently placed chocolate bar at the check out.

Independent petrol retailers are also up against the wall as customer loyalty is traded for petrol discount dockets.

So in the end CML reaps the benefits of a $100 million media blitz that could potentially add $3 billion to its retail bottom line.

Shell is relieved of the burden of operating 584 stations in a marginal sector while maintaining the sole fuel supplier rights to all of them, and we can save ourselves half-a-loaf of bread each week but not a lot of dough.