Iceland Foods delivery drivers are rewarded for driving in more eco-efficient ways, the retailer has revealed this week.
Using telematics from technology company Lightfoot, the drivers can access an on-board dashboard that nudges them to be better. The tech is in place to motivate Iceland Food delivery drivers with an end of journey score that can result in financial rewards.
Paired with a rewards app, the device gives those achieving the Lightfoot ‘Elite Driver’ standard the chance to win weekly tech and cash prizes, or £4,000 in the ‘Elite Driver Championship’.
According to a joint statement from Iceland and Lightfoot, over 98% of Iceland Foods delivery drivers achieve ‘Elite Driver’ status, Before the technology was implemented, the companies said just 15% of Iceland’s drivers drove in a way that would have hit that level.
The telematics enable Iceland to reward individuals for safe, more efficient driving on each and every journey. As well as general efficiency of operations, the tech effectively enables the retailer to minimise its impact on the environment and maintain road safety.
Lightfoot’s technology is in 1,645 Iceland Foods delivery vans – a fleet comprising Mercedes Sprinters and Ford Transit refrigerated vehicles. Iceland calculates it is on target to save more than 1,600 metric tonnes of CO2 in 2023, partly as a result of more efficient driving.
The retailer has reported a 13% increase in fuel savings, a 36% reduction in instances of speeding, and a 43% drop in so-called “harsh driving events” such as rapid acceleration and sharp braking.
Phil Cane, senior delivery operations manager at Iceland, commented: “Lightfoot was easy to implement, it’s simple to use, and it enables us to reduce emission levels on our fleet in an entirely different way.
“By celebrating great performance by our drivers and engaging with them in a way that’s all about reward, our drivers are now self-managing and self-moderating. That helps to generate a safer, happier, more motivated team of delivery drivers, which in turn brings business benefits including reduced costs, fewer accidents, and lower emissions.”
Lightfoot managing director, Paul Hollick, added: “It’s great to see brands like Iceland taking the initiative to lower their carbon footprint.
“Time and again, our technology has shown that the driver behind the wheel is more important than what they’re driving – after all, even the most environmentally-friendly vehicles are only as good as the way they’re driven.”
He continued: “Iceland’s drivers have embraced our tech from day one – they’re now one of our best performing fleets – and that’s made a huge difference to the amount of emissions being produced.”
Read more about Iceland on Green Retail World
[Image credit: Iceland Foods/Lightfoot]
