British grocer Morrisons is rewiring how its supply chain thinks. In partnership with AI simulation firm Kallikor, Morrisons is building a “digital twin” of its full supply network. Think of it as a virtual sandbox that mirrors the real-world logistics web: warehouses, delivery flows, customer demands, the whole nine yards. The digital model runs on Kallikor’s Adaption platform and allows internal teams to pressure test decisions before making any changes in the real world.
The goal? Speed and precision. By modeling scenarios in a virtual environment, Morrisons can test, tweak, and fine-tune everything from stock routing to warehouse layouts—without disrupting a single delivery van. The twin system will continuously pull in operational data, allowing Morrisons to react in near real-time to supply disruptions, demand fluctuations—or just a rogue heatwave that spikes bottled water sales.
Both sides see this as more than a tech upgrade—it’s a shift in strategy. According to Kallikor’s CEO, dynamic modeling will soon be a key competitive lever, helping companies pivot faster and smarter. For Morrisons, the result is improved efficiency, better stock availability, and fewer “sorry, we’re out” signs in aisle seven.
Read more at Retail Technology Innovation Hub.