Asda partners with Lightfoot to improve sustainability and driver safety

Asda has partnered with technology firm Lightfoot, installing its driver coaching system across its entire 3,000 vehicle fleet.

The Big 4 grocer has said Lightfoot’s advanced in-cab technology is helping its grocery delivery drivers make “huge improvements in road safety and efficiency across the country”.

Lightfoot connects directly to the vehicle’s on-board computer and converts data into live driving advice, helping Asda drivers do their job more safely and efficiently.

The supermarket also claims that the technology will cut fuel and CO2 emissions by 15% each. In addition, it will help fleets achieve a reduction in accidents, by giving drivers ownership of their performance and rewarding good driving with prizes and giveaways through an app on their smartphones.

At the end of each journey, drivers are awarded a score in the app based on their driving style, allowing them to see how their driving is improving over time, as well as entering into “friendly competition” with colleagues as part of a company-wide drivers’ league.

Those drivers who achieve ‘Elite Driver’ status can enter The Drivers’ Lottery to win weekly cash prizes of up to £100 and enter giveaways, with drivers already claiming rewards including an Amazon Echo Dot, mini drone and cash prizes totalling over £13,213 since the rollout began in February 2021.

Asda claims its continual driver engagement means the grocer will save the equivalent of 2,482 tonnes of CO2 per year, which they claim is “enough to power 9.1 million washing machine cycles or boil 52.4 million kettles of water, enough boiled water to provide almost six cups of tea to each person in the UK.”

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“We are continually looking at ways in which we can improve driver safety and we are delighted that many of our drivers are now engaging with Lightfoot on a daily basis,” Asda vice president of online grocery Simon Gregg said.

“Reducing our carbon footprint is really important to both us and our customers and schemes like this help us towards our goals of halving our direct carbon emissions by 2025 (2015 baseline) as we head towards our target of being carbon net zero by 2040.

“We’ve already seen the difference that Lightfoot’s technology has made to our operation and hope the partnership continues to help us improve our driver safety and the environment.”

Lightfoot chief executive officer Rupert Lyon Taylor added: “Lightfoot is totally unique in that it works by providing real-time driver feedback alongside incentives for drivers rather than old school training and targets.”

“We believe that by getting drivers to buy into the system and encouraging them to drive better through incentives and prizes we can achieve better results for fleets and make a bigger impact on their sustainability goals.

“This has been proven over both the course of the three-month proof of concept trial and the subsequent implementation across Asda’s fleet of 3,000 vehicles. We are absolutely delighted to be able to play a role in helping Asda achieve the carbon neutral goals set out in its Better Planet roadmap.”

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