Iceland Foods has launched an new rewards programme in partnership with Lightfoot, with employees winning prizes for driving more safely, saving fuel and providing excellent customer service.
Lightfoot has integrated the programme into its Driver App, allowing drivers to enter the Iceland Road to Rewards (RtR) programme alongside the Lightfoot Lottery, which is open to all eligible drivers through the app.
The Road to Rewards’ programme offers greater prizes for employees achieving high levels of safe and efficient driving. Elite driver status is achieved by drivers who reach a rating of 85% or above on Lightfoot’s in-cab monitoring technology.
In the first month of the new programme, Iceland gave away £7,000 to 17 drivers, including a top prize of £2,000. Since launch, Iceland drivers have won more than £34,000 of prizes, with 13 drivers winning jackpot prizes of £1,000 or more.
The retailer has been using Lightfoot in its delivery vehicles since 2023, and since installation it has seen a 16% increase in fuel savings, with more than 1,500 tonnes of carbon emissions reduced annually.
Paul Hollick, CEO of Lightfoot, said: “Iceland is a shining example that your drivers are the fundamental asset in your fleet. If you look after them, keep them safe, manage them well and reward them for doing a great job, they will represent your business brilliantly and power you to further success.
“Our drivers’ lottery gives away hundreds of thousands of pounds every year, and many businesses and employees are involved in it. But Iceland has taken this further and, in creating their own rewards programme, has proven that gamification and incentivisation work extremely well to create a safer, cleaner fleet and an even more highly motivated workforce.”
Iceland and The Food Warehouse have a portfolio of more than 950 stores across the country and operate a fleet of more than 1,800 home delivery vehicles. On launch of the RtR programme, more than 84% of Iceland’s 4,500 delivery drivers were ranked ‘Elite’ by Lightfoot, scoring an average of 94%.
RtR app users who have entered the programme have seen the highest number of weeks ranked at Elite status (23 weeks on average, compared to nine for non-app users), and also have the lowest overspeed incidents and harsh driving events per 100 miles.
Phil Cane, Head of Commercial Fleet at Iceland Foods, said: “We’re really proud that nearly nine in 10 of our home delivery drivers consistently achieve Lightfoot’s Elite status. Since launch in 2023 Lightfoot has helped us to reduce our annual carbon emissions and save money on our fuel bill.
“Creating our own programme, exclusive to Iceland Home Delivery drivers, allows us to celebrate the great job our drivers are doing. It also helps to drive engagement with the Lightfoot app which, we know further improves performance and makes the programme cost neutral.”
Crucial to the success of the project is not just that Iceland employees drive to a very high standard – they also deliver excellent customer service. As a part of the RtR scheme Iceland also includes service measures such as communicating expected delivery times with customers.
“It’s a tough job, being a delivery driver. They’re out in all conditions and people rely on them to get their food shopping. We wanted to reward them for the fantastic job they do, and also keep standards high,” Cane added.
