MORRISONS has outsourced its fuel price monitoring for the first time as it looks to find the edge in the competitive battleground for customers’ loyalty.
The Bradford-based retailer has appointed Kalibrate Technologies to manage its competitive fuel prices and demand on a real-time basis across its 336 UK petrol filling stations.
Kalibrate, a Manchester-based business with global operations, provides strategy and technology services to the fuel retail industry from Rio de Janeiro to Shanghai.
“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.”
Kalibrate chief executive Bob Stein added: “Our Kalibrate Pricing Cloud will provide Morrisons with enhanced accuracy, consistency, speed of execution and intelligence.”
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