Morrisons has partnered with supply chain simulation solution Kallikor to build a digital twin of its end-to-end supply chain to enhance responsiveness and resilience.

The partnership will allow Morrisons to optimise operations by testing, rehearsing and adapting its supply chain to deliver competitive advantage – from pricing to enhanced customer service – while driving operational efficiencies.

Twinning is winning

Using AI powered insights, Kallikor’s Adaption platform models and simulates complex operational scenarios. By testing scenarios and applying consequential analysis of their impact to supply chains ahead of time, retailers can implement change and optimise operations with more assurance.

Using the Adaption platform, Morrisons’ digital twin of its supply chain is a fully interactive model that mirrors the complexity, scale and pace of its national network. This allows the supermarket to experiment, test and optimise decisions with speed and accuracy.

“By using AI to bring the real and synthetic worlds together, we can design and evaluate changes across our entire supply chain,” Ross Eggleton, Group Director for Logistics, Supply Chain & Technology at Morrisons, said. “That means we can move quickly, solve the right problems and ensure that every supply chain decision supports the bigger picture.”

He added the move would deliver “greater value and availability for customers while improving our efficiency and resilience.”

Turning market volatility into competitive advantage

As the partnership scales, Morrisons will operate with a “living” digital twin model, which will be fully integrated into its day-to-day operations. This will enable continuous improvements and proactive adaptation to market shifts.

Jonathan Barrett, CEO of Kallikor, commented: “We’re witnessing a fundamental shift in supply chain strategy. 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,” Barrett added.