Etihad Cargo, the airfreight wing of Etihad Airways, has embarked on a digitalisation revolution that is transforming not only its air cargo operations but also its overall business. The company’s strong desire to innovate, coupled with the availability of new technological advances, has created the perfect opportunity for Etihad Cargo to embrace digital transformation.
The carrier’s digital revolution is a result of a combination of factors: a deep-rooted interest in innovation and the right timing for technological advancements. The airline recognises that innovation for the sake of it is not sustainable; instead, it focuses on identifying technologies that align with its leadership strategy and meet customer expectations, all the while keeping costs at a competitive level and adding value to its customers.
“Innovation has always been in our DNA, being a trendsetter in this field,” Leonard Rodrigues, Etihad Cargo’s head of revenue management and network planning, said. “We see the digital revolution in everything we do –revenue management, network and pricing optimisation.”
“You can’t innovate for the sake of innovating. What the industry expects from you is to constantly be on the lookout for new technologies and figure out when the time is right to implement them,” Rodrigues explained.
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Data driven
Etihad Cargo’s partnership with Rotate is set to improve sales.
The introduction of Sales Cockpit provides sales teams with comprehensive information and tools to have meaningful conversations with customers without constantly relying on outdated methods. This technology-driven solution enhances the process and strengthens customer relationships. “The idea is to really empower Etihad Cargo’s sales teams and have meaningful connections through data and machine learning,” Rodrigues highlighted.
Similarly, Etihad Cargo is implementing Speedcargo’s Amplifi, Cargo Eye and Assemble products, advanced solutions built on AI technology, to transform warehouse operations.
“We’ll be adding this extra layer of digitalisation which will allow us to have smoother operations,” Rodrigues said. This initiative involves capturing real 3D dimensions of shipments in all warehouses, enabling accurate load planning and efficient cargo handling.
By having precise information about cargo dimensions, Etihad Cargo expects to reduce offloads, improve operational efficiency, and offer enhanced capacity utilisation, benefitting both the airline and its customers.
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Customer connection
While taking these steps forward, Etihad Cargo understands the importance of maintaining a balance between digital advancements and personalised customer interactions. Although cutting-edge technologies enable swift access to real-time information, the focus remains on fostering direct relationships between the airline and its customers. Solutions that prioritise reliability and interaction facilitate a stronger connection, ensuring customers feel valued and appreciated throughout their journey.
“It’s really about efficiency and proving we can be the best partner, really giving value,” Rodrigues said. “That is one of the advantages of our size. You can really focus on quality over quantity.”
Acknowledging that the entire industry is rapidly embracing digitalisation, Etihad Cargo is running at full speed to adopt technological advancements, driven by the availability of new solutions. “The largest portion of the innovation is placed into adding capabilities through solutions, so it still relies on having extremely strong, direct relationships between the airline and customers. That’s the approach we’re taking,” Rodrigues stated.
