The First 40 Days: How Richards Building Supply is rewarding safety and seeing driving improvements

At Richards Building Supply, we’ve long faced a persistent challenge in fleet management: how to keep drivers safe and motivated without relying on outdated, command-and-control methods. Our drivers are the backbone of our business, and protecting their well-being and the safety of other vehicles and pedestrians on the road is our top priority. Traditional coaching methods, however, often fell short of creating the lasting safety culture we envisioned and seemed punitive as they were after the fact reviews of behaviors. That’s why our partnership with Geotab Vitality has been transformative—giving us a way to put safety directly in the hands of drivers, and empowering them with tools and rewards to drive safer and smarter every day.

More Than Just Data: Fostering a Proactive Culture

In the past, Richards Building Supply relied on traditional safety programs, from field discussions to driver advisory boards. While these efforts were effective, we still faced a significant barrier: providing drivers with direct feedback on their driving performance. We found that for information to truly make an impact, it needed to be personal to motivate drivers to do better. Our “aha” moment came at the Geotab Connect conference this past February, where I attended with our risk manager and learned about Geotab Vitality, and how it uses a behavioral science-backed toolkit to reward driver excellence. We were already familiar with Vitality's health programs, so integrating this new tool was a no-brainer that promised a fresh, positive take on driver safety.

What we liked about Geotab Vitality was that it was:

• Science-backed based on the behavioral science expertise of Vitality
• Focused on rewarding drivers based on their personalized safety scores
• Using a carrot instead of a stick for improvement is always preferable
• Scalable across our fleet - accessible to all drivers on an easy-to-use mobile app

The initial rollout focused on regular and clear communication. For example, we knew that while current drivers are more accustomed to technology than perhaps longer-serving drivers, a key hesitation for them would be the fear of having their driving tracked in their personal lives. We proactively addressed these concerns, assuring them that the app would only monitor Richards Building Supply vehicle-related data. 

The First 40 Days

Our efforts paid off. In a 40-day pilot test, the results speak for themselves. The program has resulted in:

• A remarkable 38% improvement in overall driving behavior
• Richards Building Supply drivers are now performing 7.7% safer than comparable Geotab fleets
• The driver leaderboard provides a competitive aspect for drivers as they want to move up the chart

This progress is visible across key metrics like acceleration, braking, cornering, and speeding. The app's ability to provide a personal scorecard has been a game-changer. Rather than relying on managers to email reports, the app allows drivers to check their scores whenever they want, fostering a sense of ownership and personal accountability.

A Driver's Perspective: Rewards for a Job Well Done

A critical element of the app's success is its ability to directly engage our drivers through a simple, rewarding experience. The app’s design is user-friendly, and its reward system is a powerful motivator. Drivers can redeem points for everyday items, from a coffee at a local store on their route to merchandise from major retailers.
 

"The Geotab Vitality app has completely changed the approach to driving. It’s a positive reinforcement tool to earn points every day. It also generates your own personal goals, and little effort is needed in the app to get the dollars to grow. Just drive safely. My dollars are adding up quickly and I am already using them from the many reward options available. What a great way to reward a driver," S.P, .Indiana Michigan Shuttle Driver.
 

"Having Geotab Vitality was such a great idea. It is very easy to use and earn points. It’s awesome that Richards Building Supply is doing this for the drivers. I appreciate them thinking of us and our Safety,” P.F, Champaign, IL Driver, and Knuckle Boom Operator.

The Ultimate Win-Win

Our success using the Geotab Vitality App is a great example of how technology can foster a stronger, safer, and more engaged workforce. Our partnership shows that safety programs don't need to be punitive. Instead, by providing direct feedback, clear goals, and tangible rewards, we can create a "win-win" for both our drivers and our company.