In-cab tech sees delivery drivers leading Asda’s journey to improved sustainability

Advanced in-cab technology is helping Asda’s grocery delivery drivers make huge improvements in road safety and efficiency across the country.

These positive gains have been achieved by the supermarket following the installation of British automotive tech firm Lightfoot’s driver coaching system across its entire 3,000-vehicle fleet.

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

Lightfoot can help fleets achieve a reduction in accidents while cutting fuel and CO2 emissions by 15% each. This is achieved by giving drivers ownership of their performance and rewarding them 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.

Since the rollout began in February 2021, drivers have already claimed rewards including an Amazon Echo Dot and a mini drone, as well as cash prizes totalling over £13,213.

Asda’s continual driver engagement means that the supermarket will save the equivalent of 2,482 tonnes of CO2 per year – enough to power 9.1 million washing machine cycles or boil 52.4 million kettles of water, which is enough boiled water to provide almost 6 cups of tea to each person in the UK.

Simon Gregg, Vice President of Online Grocery at Asda, said: “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.

“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 is unique in that it works by providing real-time driver feedback alongside incentives for drivers rather than old school training and targets

Rupert Lyon Taylor, CEO of Lightfoot, which is based in Exeter, said: “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.”

To find out more about how Lightfoot can engage with your drivers to drive fleet performance improvements, visit

View the Asda Lightfoot video here.

About Asda Stores Ltd.

Founded in the 1960s in Yorkshire, Asda is one of Britain’s leading retailers and helps customers save money and live better in stores, online and through their mobile devices.

Each week more than 18 million customers visit its 645 stores – including 30 Supercentres, 392 Superstores, 155 Supermarkets, 33 Asda Living stores, and 35 standalone petrol stations – and are served by over 140,000 colleagues. and deliver to 99% of the UK’s homes and to its 538 click and collect sites across the UK.

Its main office is in Leeds, Yorkshire and its George clothing division is in Lutterworth, Leicestershire. Asda was acquired by the Issa Brothers and TDR Capital Ltd in 2021, returning the supermarket to British ownership.

About Lightfoot

Lightfoot is an award-winning, government-supported technology that is helping to make roads safer, the environment cleaner and business vehicles less expensive to run. 

Backed by Innovate UK, Lightfoot rewards better drivers with a platform that monetises good driving.

A ‘Fitbit for cars and vans’, Lightfoot is pioneering a new standard for measuring efficient driving. Lightfoot’s technology has been developed in partnership with leading driver-behavior experts at Bath University. Using advanced, real-time engine analytics that measure different factors such as load and road gradients, it provides live, in-cab coaching to help drivers improve efficiency and safety. 

Tests at Bath University’s Institute of Advanced Automotive Propulsion Systems proved a direct correlation between Lightfoot’s in-cab visual alerts and reductions in NOx. Studies showed when drivers halve the number of lights on Lightfoot’s in-cab dashboard device, a fivefold reduction in NOx is achieved.

Lightfoot has two core components:

  1. small device that communicates directly with the vehicle’s engine and provides the driver with visual and verbal feedback to stay within the engine’s ‘sweet spot’ (optimum efficiency).
  2. An exciting rewards platform enabling drivers to benefit personally from better driving (whether at work or at home) through competitions, prizes, discounts and other incentives.

The benefits of Lightfoot:

  • A rapid and measurable improvement in driving styles
  • Improved welfare and safety of drivers 
  • Changes sustained over time because of ongoing cab engagement 
  • Minimal management input required – Lightfoot gives results, not lots of data
  • Fuel and emissions savings of 15-20% (validated by Professor Chris Brace of Bath University)
  • Accident reductions of up to 40% (validated by Allianz Insurance Plc)
  • Tracking, driver ID, business v private mileage is all available and easy to use
  • Reduced wear and tear on vehicles (downtime reduced by 45% – Ian Thorn, CEF)

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