Burton Roofing Merchants, one of the UK’s largest independent roofing distributors, has strengthened fleet safety, compliance, and operational efficiency across its national transport network through a major partnership with Motormax and Geotab.
Unified Visibility and Performance Management
Operating over 100 HGVs and LCVs across 37 branches, Burton Roofing Merchants needed a unified, single platform solution to enhance visibility, streamline compliance, and support drivers following a period of network expansion and acquisitions. The company chose Motormax and Geotab to deliver a fully integrated package of camera technology, AI-based monitoring, driver alerts, and telematics.
AI driver monitoring
Motormax provided a customised Safetymax system featuring multi-camera setups, AI driver-monitoring technology, side-detection sensors, and left-turn alarms. The company also created specialised applications for crane, boom, and stabiliser-leg monitoring to ensure safe loading operations across the HGV fleet.
Geotab’s telematics platform offers near real-time access to vehicle diagnostics, tachograph data, driver behaviour insights, and incident footage, enabling quicker reporting and more proactive fleet management. All data is consolidated on a single platform, replacing multiple legacy systems.
Martin Pollard, Fleet & Facilities Manager at Burton Roofing Merchants, said:
"We needed a robust, scalable solution to improve visibility across our fleet and ensure compliance with evolving regulations. The integrated solution with Geotab and Motormax has transformed how we manage safety and performance. We now have instant access to footage, data and analytics, helping us respond faster, support our drivers and strengthen operational control across the business.”
The deployment has also enabled Burton Roofing Merchants to minimise duplicate assets, optimise vehicle utilisation, and enhance risk management processes following business growth and site integration.
Pollard added: “Motormax has been a trusted, collaborative partner. Their knowledge of compliance and installation capability nationwide has been invaluable. The technology is well received by our drivers and ensures we can protect our people, our customers and vulnerable road users.”
Future-Proofing Fleet Operations
Following the successful deployment, Burton Roofing Merchants plans to continue investing in Geotab-equipped vehicles while exploring emerging AI features. These include bridge-strike detection and forklift safety to further enhance their innovation roadmap.
Key features of the integrated solution include:
- Integrated Safety & Compliance: The system ensures full Direct Vision Standard Progressive Safe System (DVS PSS) compliance for the HGV fleet.
- Near Real-Time Data Access: Provides instant visibility into vehicle diagnostics, tachograph data, and driver behaviour.
- Advanced AI Monitoring: Utilises Driver Monitoring System (DSM) AI cameras to address risks such as mobile phone usage, fatigue, and distraction.
- Safetymax Driver Alerts: Delivers bespoke audible and visual warnings, such as un-stowed booms or legs, directly to the driver with data captured via Geotab.
- Operational Efficiency: Improved vehicle utilisation has allowed the company to reduce excess fleet and remove asset duplication following recent acquisitions.
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