Kalibrate Technologies has secured a deal with Morrisons for its cloud pricing system.
Kalibrate provides pricing and planning software to petrol station operators and the contract will see it add Morrisons’ 336 petrol stations to its list of clients. The SaaS (software as a service) solution will manage Morrisons’ fuel prices and demand on a real-time basis.
Mark Todd, Morrisons’ petrol category director, said: "Customers keep telling us that price is the biggest driver of where to refuel.
"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."
Bob Stein, Kalibrate’s chief executive, added: "With the UK being one of the most competitive retail petroleum markets in the world, it is imperative that retailers have fully automated pricing solutions to generate optimal prices and meet the changing demands of the market."
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