UK supermarket chain Morrisons has teamed up with supply chain simulation technology company Kallikor to develop an extensive digital twin of its entire supply chain.
The move aligns with Morrisons’ strategy to improve operational efficiency, maintain competitive pricing and enhance customer service.
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The partnership leverages Kallikor’s Adaption platform, which employs artificial intelligence to model and simulate complex operational scenarios. This allows businesses to test new technologies and plan changes to their supply chains with greater assurance.
The digital twin interactive model will replicate the intricacies of Morrisons’ national operations.
Within the virtual environment, Morrisons can conduct experiments and refine decisions related to warehouse management and logistics across its network.
This approach enables rapid testing of strategies and direct assessment of trade-offs, leading to improvements in efficiency, resilience and customer service.
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By GlobalDataMorrisons logistics, supply chain and technology group director Ross Eggleton stated: “Partnering with Kallikor will help us make better decisions faster. By using AI to bring the real and synthetic worlds together, we can design and evaluate changes across our entire supply chain.
“That means we can move quickly, solve the right problems and ensure that every supply chain decision supports the bigger picture, delivering greater value and availability for customers while improving our efficiency and resilience.”
As the collaboration progresses, Morrisons will integrate this dynamic digital model into its regular operations for ongoing refinement and quick adaptation to changes in the market.
Through this strategic partnership, Morrisons aims to lead in supply chain innovation by making informed decisions that support growth and operational superiority while enhancing the overall customer experience.
Kallikor CEO Jonathan Barrett stated: “Organisations that can redesign their networks dynamically, test multiple scenarios and make evidence-backed decisions at speed will define tomorrow’s competitive landscape. This partnership positions Morrisons to turn market volatility into a competitive advantage through faster delivery, optimised cost structures and complete alignment between operational execution and strategic vision.”
Morrisons operates 500 supermarkets and 1,700 Morrisons Daily stores, serving ten million customers weekly.
In early July 2025, Morrisons launched a new AI-powered product finder feature in its mobile app to improve the shopping experience for its customers.
