Kalibrate announced today that Morrisons has chosen Kalibrate Pricing Cloud to manage their commitment to competitive fuel prices and demand at its 336 UK petrol filling stations. Pricing Cloud gives Morrisons a single point of knowledge and intelligence for pricing decisions and reporting across the fuel network. Morrisons in-house fuel analysts are now able to continue to consistently deliver pricing on real-time basis that supports the supermarket’s strategic objectives while streamlining internal operations.
“Customers keep telling us that price is the biggest driver of where to refuel,” said Mark Todd, Morrisons Petrol Category Director. “This decision is consistent with our commitment to ensure that price is never a reason that a customer would choose to shop elsewhere. It’s a matter of trust and the Kalibrate Pricing Cloud gives us the ability to continue to do that at our petrol stations.”
Morrisons had previously used an internal system that, given increased scale and market complexity, will now be replaced to help them more efficiently and even better understand, monitor and manage their fuel category. Pricing Cloud was chosen over competing options because of Kalibrate’s reputation for excellence over 20+ years, the power of its prescriptive analytics and its tools’ intuitive and customizable features.
“We are thrilled to have Morrisons, a leading UK grocer and petrol retailer, as part of our growing client base,” said Bob Stein, president and CEO of Kalibrate. “With the UK being one of the most competitive retail petrol markets in the world, it is imperative that retailers have fully automated pricing solutions to generate optimal prices to the consumer and meet the changing demands of the market on a timely basis. Kalibrate Pricing Cloud will provide the accuracy, consistency, speed of execution and intelligence that Morrisons need to meet its consumer and corporate objectives.”
Kalibrate Pricing Cloud capabilities are available securely in the office or in the field through mobile technology. Cloud-based access ensures that models and results reflect the complexities, dynamics and realities of the fuel retail environment. Kalibrate’s Client Success team will also continue to be an ongoing source of consultative support and industry expertise to the Morrisons team.
