Kalibrate selected to support Morrisons Petrol Pricing commitments through the Kalibrate Pricing Cloud

Kalibrate Pricing Cloud gives Morrisons petrol stations fully automated petrol pricing solution

MANCHESTER, UK (August 26, 2015) – Kalibrate, the experts in global fuel and convenience retail, 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.


Morrisons, one of the UK’s biggest food retailers with 505 stores, is the only British supermarket with its own food processing sites, abattoirs and even a farm, giving Morrisons unrivalled control over its supply chain. Morrisons has more skilled specialists on hand to prepare more fresh food in store than any other retailer. Every week, over 11 million customers pass through their doors and more than 117,000 colleagues across the business work hard each day to deliver great service to them. Morrisons aim is to give customers more of what matters to them, offering great quality products at low prices.


For over 20 years, Kalibrate (LSE: KLBT) has advised fuel and convenience retailers throughout the world on how to be best-in-class operators in the fast changing marketplace. Kalibrate’s global footprint and local presence are the result of a merger between two market leaders: KSS Fuels, the forerunner in fuel pricing automation, and MPSI, recognized leaders of retail location intelligence. Clients gain fuller visibility, truer insight and more effective control over what matters most—what Kalibrate calls Your Adaptive Edge™. Headquartered in Manchester, United Kingdom and Florham Park, New Jersey, Kalibrate has centers of excellence in Mumbai, India; Tulsa, Oklahoma; and Melbourne, Australia as well as offices in 10 other countries. For more information, visit