An initiative from Iceland shows how incentivising drivers can deliver measurable improvements in safety, efficiency and engagement.
Working with Lightfoot, the retailer has introduced a rewards programme linked to driver performance. Drivers achieving high safety scores and no recent collisions can enter prize draws, with more than £34,000 already awarded since launch.
The results go beyond engagement. Since adopting Lightfoot, Iceland has seen a 16% improvement in fuel efficiency and reduced carbon emissions by more than 1,500 tonnes annually. Driver performance has also remained consistently high, with more than 84% of drivers achieving “Elite” status.
The key detail is how behaviour is influenced. Rather than relying solely on monitoring or enforcement, the programme encourages drivers to actively improve performance through incentives and feedback delivered via an app.
This aligns with a broader shift highlighted in FleetWise’s recent BetterFleet analysis, where Geotab put proposed 'gamifying' driver behaviour is emerging as a practical way to improve standards at scale.
Lightfoot is a FleetWise Trusted Brand. Find out why here.
Similar Stories
NG Bailey cuts harsh driving by 25% through connected fleet programme
Engineering and infrastructure specialist NG Bailey has reported significant ...
How Gigaclear saved £236,000 by taking a strategic approach to fleet management
For Gigaclear, keeping more than 200 customised light commercial vehicles on ...