This report presents a qualitative study investigating the impact of advance technology on Morrison's business performance within the retail industry. The research utilizes primary data collected through questionnaires administered to 20 managers and secondary data from literature reviews. The study examines the concept of advance technology, its relationship with company performance, and the challenges Morrison faces when implementing new technologies. Key findings reveal that Morrison leverages various advanced technologies, positively impacting its business operations. However, the report also identifies challenges that need to be addressed to maintain a competitive edge. The methodology includes an inductive research approach, an interpretivism philosophy, and thematic data analysis. The results section presents the findings through graphs and interpretations. The report concludes with recommendations for minimizing challenges and maximizing the benefits of technology adoption.