With Morrisons recently deploying an interactive digital twin of its entire end-to-end supply chain, the technology is reshaping the retail landscape.

Deploying a virtual model that mirrors complex operations, Morrisons can simulate scenarios, test innovations and optimise processes in real-time, enabling teams to discuss options and ways to navigate problems when they get to the real world. This innovation offers other retail brands a valuable lesson in how to integrate digital twins for resilience as well as competitive advantage in the hybrid retail era.

Emerging as a transformative tool that bridges ecommerce and in-store experiences, Faki Saadi, Director, UK and Ireland at SOTI, takes a look at how digital twins are shaking up supply chains.

How digital twins work

By drawing data from sensors, devices and ERP systems, businesses can analyse, simulate and enhance their operations.

This enables retailers to master supply chain complexity. With real-time data from devices, weather updates and traffic reports, retailers can identify bottlenecks and mitigate risks. For example, by simulating the impact of sudden weather disruption, a supermarket chain like Morrisons can redirect resources to minimise delays and maintain stock availability.

It also improves logistics efficiency, empowering retailers to optimise logistics costs by reducing excess inventory, refining delivery schedules and improving EBITDA.

Beyond supply chains, digital twins leverage consumer data to analyse buying behaviour and deliver tailored recommendations and personalisation. Real-time simulations help retailers refine product placement and create targeted promotions.

Overcoming complexity

Whether looking to implement a virtual replica of a physical store or a logistics process, it’s important to remember that the creation and functionality of digital twins rely heavily on a range of mobile devices.

From scanners and handsets to tablets and printers, these devices capture real-time data, which then feed a simulation model with the information it needs to provide insights and improve scenario planning and decision-making. But as device adoption accelerates, retailers are facing greater complexity in managing them.

One of the primary challenges is ensuring robust data security and keeping devices up to date with the latest patches. This prevents them being hacked by bad actors or used as backdoors to gain access to wider information saved on the corporate network. According to our latest retail study, over three quarters of consumers in the UK (78%) expect retailers to prioritise data protection and security when shopping online, with a similar expectation for in-store purchases (72%), yet recent high-profile data breaches in the sector suggest this might not be happening enough.

Another challenge lies in reliability and uptime. Digital twins depend on a continuous stream of accurate, real-time data. So, if there’s an outdated tablet or a malfunctioning scanner that has gone offline temporarily, the digital twin’s simulations may be flawed.

Another study by SOTI revealed the UK’s transportation and logistics sector loses an average of 11 hours of productive time, per employee, per week, due to problems with their devices. Organisations must, therefore, build robust IT infrastructure and support systems to not only prevent disruption to operations but to also safeguard their digital twin’s functionality.

Additionally, not all devices easily communicate with each other. This can result in fragmented ecosystems where digital twins are unable to provide a holistic view of operations.

Modern platforms, however, can enable end-to-end monitoring and device management regardless of form factor, connection protocol or operating system. This means that retailers can ensure seamless communication across their device fleet, paving the way for an efficient, secure and accurate simulation model.

Digital twins: The future of retail

Morrisons’ digital twin deployment serves as a broader lesson for UK retailers navigating today’s challenges.

From adapting to post-Brexit supply chain pressures to meeting consumer demand for sustainability and speed, digital twins help businesses stay agile and resilient.

The hub in all of this is a robust mobile management solution that can reliably secure, support and actively manage all the devices involved.