Etihad Cargo and Rotate launch Sales Cockpit across Etihad Cargo’s global stations

Following the successful roll-out, Rotate will continue to develop further features and enhancements

Etihad Cargo has officially launched Sales Cockpit, a digital sales optimisation tool that will enable the carrier to enhance customer relationships and add value to its partnerships.

Etihad Cargo partnered with Netherlandsbased Rotate in May 2023 to co-develop Sales Cockpit with the aim of utilising data and machine learning to improve customer service and gain a more in-depth understanding of the carrier’s partners and customers.

Using custom-built algorithms to analyse data, Sales Cockpit generates tailored and customisable recommendations on how users can strengthen customer relationships by identifying current and future opportunities.

Co-development

Etihad Cargo and Rotate have completed the co-development and delivery of the first-of-its-kind tool. The carrier will now roll out Sales Cockpit globally, providing its commercial teams with access to updated data analysis and a real-time snapshot of Etihad Cargo’s business on specific routes, with individual customers and by product.

“The successful co-development and completion of Sales Cockpit in partnership with Rotate will benefit Etihad Cargo’s partners, as sales representatives and account managers are empowered by data to have more meaningful interactions with customers,” stated Stanislas Brun, Vice President Cargo, Etihad Cargo.

“The tailored recommendations provided by this innovative tool will help Etihad Cargo deliver a more efficient and seamless customer journey and boost sales, helping the carrier to develop stronger partnerships and help customers achieve their business objectives,” he continued.

Innovative partner

“Co-developing Sales Cockpit with an innovative partner like Etihad Cargo gave us unique access to an expert team to rapidly build and validate the solution.

The collaboration helped maximise adoption, as both Head Office and local teams were involved throughout its development. We are immensely grateful to the whole Etihad Cargo team for the enthusiasm and energy they put into this project,” observed Ryan Keyrouse, Chief Executive Officer, Rotate.

Over 50 Etihad Cargo team members were involved in the co-development of Sales Cockpit, contributing over 1,000 of the total 6,000 development hours. During the development phase, Rotate and Etihad Cargo’s steering team visited ten of the carrier’s global stations in 20 weeks, allowing improvements to be implemented in real time following feedback from Etihad Cargo’s teams, a press communique noted.

Etihad Cargo’s sales representatives and commercial teams will now be using Sales Cockpit globally to gain visibility of the carrier’s key accounts across its entire network. This will enable them to benchmark regional performance and identify opportunities on a global scale to help customers meet their tonnage targets.

GSC: Etihad Cargo recently partnered with Awery Software Solutions to streamline operations. Tell us more.

SB: Our partnership with Awery demonstrates Etihad Cargo’s commitment to meeting the increasing demands of our customers, particularly at a time when the e-commerce boom has led to a significant rise in charter service requests.

Last year alone, we witnessed a 35% increase in charter requests and operated 23% more charters, totalling 262 freighters, compared to the previous year. These numbers not only highlight the growing need for our services but also underscore the importance of innovating our operations to better serve our customers.

In response to this demand, we’ve implemented a customised version of Awery’s Enterprise Resource Planning (ERP) system specifically designed for our Cargo Chartering Programme.

This strategic enhancement is set to revolutionise how we manage charter operations, making our processes more efficient and allowing us to offer faster response times and more competitive pricing. The system’s capabilities, from classifying and prioritising charter queries to leveraging historical data for better pricing decisions, are crucial for our goal of providing the highest levels of service to our customers.

What makes this partnership especially significant is the direct benefit it offers to our customers. With the new ERP system, our customers can now enjoy a more streamlined process for booking charters. They can easily accept quotes with a single click or provide feedback on quotes they choose not to accept, enhancing our mutual communication and understanding.

The ability to quickly access and compare past quotes ensures that we remain competitive in our pricing, all while maintaining the consistency and quality of service our customers have come to expect from us.

In managing our charter enquiries more efficiently and enhancing our operational capabilities, we’re not just responding to the current surge in demand; we’re preparing for the future. This initiative is a pivotal step in our ongoing digitalisation journey, aimed at leveraging technology to improve customer service and affirm our position as the air cargo partner of choice.

GSC: Etihad Cargo recently signed a three-year strategic partnership with WFS. Provide us the details.

SB: Etihad Cargo’s three-year strategic partnership with Worldwide Flight Services (WFS) covers cargo handling services at 12 major international airports across Europe, North America, India, and Asia Pacific. This collaboration marks a significant milestone in our mission to provide high-quality air cargo solutions globally.

Etihad Cargo’s partnership with WFS, a relationship that has been strengthening since our first cargo handling agreement in Frankfurt in 2005, is a testament to our shared commitment to excellence. The addition of new stations under this partnership, including Amsterdam, Bengaluru, Barcelona, Boston, Copenhagen, and Chicago, reflects our dedication to expanding our global footprint and enhancing our service capabilities.

This partnership not only signifies a mutual dedication to delivering top-tier air cargo solutions but also assures our partners and customers of the highest service quality, no matter their location. This strategic expansion is pivotal for Etihad Cargo, as we continue to innovate and provide exceptional service, reinforcing our position as a customer-centric and forwardthinking air cargo carrier.

GSC: Etihad Cargo continues a strong cool chain product growth trajectory. Explain. SB: In 2023, we achieved the third consecutive year of growth for our dedicated cool chain products— PharmaLife and FreshForward—including a significant 37% increase in pharmaceutical and healthcare shipments and a 10% increase in perishable shipments. These achievements underscore Etihad Cargo’s unwavering commitment to excellence in pharmaceutical and perishables logistics.

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Our success in cool chain logistics is the result of deliberate strategic investments in infrastructure and technology. Last year, we inaugurated our dedicated pharma hub, doubling our cool chain storage and handling capacity. This 3,300square-metre facility, equipped with the latest technology, has dramatically enhanced our capability to handle sensitive shipments with the care and precision they require. Following the launch, we immediately saw a surge in pharmaceutical volumes, highlighting the hub’s impact on our operations.

Moreover, Etihad Cargo’s investment in refurbishing our perishables handling and storage facilities underscores our dedication to maintaining the highest standards of quality and safety. By operating a dedicated, temperature-controlled warehouse and integrating it seamlessly with our FreshForward truck fleet, we’ve made the journey of perishables through our network smoother and safer.

Our commitment extends beyond infrastructure to include our global network expansion and the establishment of strategic corridors like Pharma Corridor 2.0 and Fresh Corridor 2.0. These initiatives have not only bolstered our volumes but have also set new standards in transparency, traceability, and trackability within the sector, bringing immense value to our customers and the global supply chain.

At Etihad Cargo, putting our customers first means continuously enhancing our products, technology, and expertise to meet their evolving needs. Our record growth in cool chain products is a testament to this commitment, as we strive to support emerging and growing markets, particularly in critical regions like India, through our expanded operations and increased frequencies across key trade routes.

Our partners and customers benefit from our relentless pursuit of excellence and innovation, ensuring Etihad Cargo remains at the forefront of global air cargo operators.

GSC: Etihad Cargo SecureTech was introduced to make transportation of Consumer Electronics safer. How so?

SB: SecureTech, the latest addition to Etihad Cargo’s premium product suite, was specifically designed to meet the growing global demand for the safe and secure transportation of consumer electronics. This innovative service is a direct response to our customers and partners seeking a reliable solution for transporting high-value electronic devices, such as mobile phones, laptops, and tablets, powered by lithium batteries.

Understanding the unique challenges associated with transporting electronics, particularly the risks posed by lithium batteries, SecureTech incorporates enhanced security features and rigorous handling procedures to ensure the utmost safety of these shipments. These features include constant surveillance, secure and controlled storage areas, and access restricted to authorised personnel throughout the transportation process, from the build-up of pallets to delivery at the destination. introduction of new routes and increased frequencies, ensures our capability to fully meet this demand while providing our customers and partners with the confidence that their electronic shipments will be transported safely and securely, arriving on time and as promised. freighter services to the Middle East?

Safety remains Etihad Cargo’s number one priority, and we’re proud to have achieved the International Air Transport Association’s (IATA) Centre of Excellence for Independent Validators Lithium Batteries (CEIV Li-batt) certification. This certification demonstrates Etihad Cargo’s commitment to the highest standards of safety and efficiency in handling electronics, backed by sophisticated safety management systems and specialised equipment.

Our staff undergoes extensive training to handle lithium batteries safely, adhering to stringent acceptance checks that include thorough reviews of documentation, packaging, and labelling.

The launch of SecureTech positions Etihad Cargo to address the surging demand for air cargo capacity for electronics, notably from key markets like India, which has seen significant growth in electronic exports.

GSC: How significant is the cargo / freight business for Etihad Cargo in general?

SB: Etihad Cargo is an integral part of Etihad Airways’ ambitious growth vision. As a combination carrier, our partners and customers benefit from belly hold capacity on board passenger flights, supported by freighters to key markets, and we are continuously enhancing our product offering so we can remain the air cargo partner of choice.

GSC: Do you plan to acquire more cargoonly freighters?

SB: Etihad Cargo has signed a letter of intent with Airbus for seven state-of-the-art A350F aircraft. These new-generation freighters are set to enhance our cargo operations significantly, representing the pinnacle of efficiency in air cargo transport. We anticipate the arrival of the first in Q1-2027. As we look forward to these upgrades, we remain proactive in exploring strategic options to augment our fleet in the interim.

SB: Etihad Cargo’s strategy is to deploy freighters to areas that would feed the belly of Etihad Airways’ global passenger network. Demand drives our freighter operations and network, and we deploy them based on market conditions and requests from our customers and markets. We continuously evaluate our network and respond to demand with agility to meet our customers’ capacity requirements fully.

GSC: How does Etihad Cargo hope to close 2024?

SB: Etihad Cargo’s focus for 2024 is further strengthening our partnerships, leveraging technology and putting our customers first. These are the pillars that will enable us to grow, deliver on our promises and remain the air cargo partner of choice. By remaining customer-focused, agile and adaptive, we are confident 2024 will be another strong year for the carrier.

GSC: Talk to us both about the opportunities and challenges for Etihad Cargo for the foreseeable short- and longterm futures in relation to in relation to the Middle East?

SB: I will be working closely with our team and partners to execute short-, mid- and long-term plans to achieve Etihad Cargo’s developing new cargo hub infrastructure at Zayed International Airport. Another one of my focuses will be continuing to form and nurture strategic alliances and partnerships, as well as further developing synergies within our extensive global network.

In terms of sectors showing great potential, pharmaceuticals, life sciences, and perishable goods remain pivotal to Etihad Cargo’s operations. In 2023, we celebrated another year of double-digit growth in our PharmaLife and FreshForward offerings, marking the third consecutive year of such success. We aim to sustain this upward trajectory into the next year.

The demand for e-commerce and electronics transportation is surging. In response, Etihad Cargo has tailored its services to the evolving needs of our partners and customers, offering specialised charters for the swift movement of express and e-commerce shipments. Additionally, we have introduced SecureTech, a novel solution designed specifically for the secure transportation of electronic goods.

Our dedicated freighters, combined with our proficiency in managing express and e-commerce deliveries, alongside the strategic location of Abu Dhabi and Zayed International Airport, position us as a prime hub for these specialised charters.