Au cours des dernières années, le nombre de marketplace B2B en Europe n’a cessé d’augmenter. Avec un taux de croissance annuel moyen de +14% depuis 2017, le modèle de plateforme devient une opportunité de rupture tous secteurs industriels confondus. Au sein des stratégies de marketplaces B2B, le segment représentant les pièces détachées, produits d’entretien, de réparation et d’exploitation est en très forte croissance. Comment l'émergence de ces marketplaces B2B bouleverse-t-elle l'e-commerce en Europe, et quelles réponses apporte un acteur leader de son secteur tel qu’Airbus Helicopters ? Au-delà de la digitalisation du parcours des clients B2B, à quels autres enjeux répond une marketplace B2B ? Pour répondre à ces questions, rejoignez-nous au webinar avec comme invité Frédéric Berger, E-commerce Product Manager chez Airbus, et Dickel Sooriah, VP Marketing EMEA chez Mirakl. Ce webinar portera sur : - Les fondements qui ont poussé Airbus Helicopters à s’orienter vers la marketplace comme solution à sa stratégie aftermarket. - Comment concilier recrutement efficace des vendeurs et enjeux de sécurité des produits. - Les multiples bénéfices du développement d’une marketplace dans un environnement B2B.

1. Airbus helicopters
L’accord parfait entre une stratégie aftermarket et le modèle de marketplace
17 Juin 2020

2. Confidential | ©2020 Mirakl, Inc.
Déroulement du webinar
Des problèmes de son?
● Il n’y aura pas de son avant 11h CET
● Contactez @Mirakl Marketing dans le chat
● La connection audio via téléphone est disponible
Slides & Enregistrement
● Les slides et l’enregistrement seront
disponibles et envoyés par email dans les 48h
Q&R
● Posez vos questions via l’onglet “Questions”
● Les réponses aux questions seront données à la fin.

3. Confidential | ©2020 Mirakl, Inc.
Introduction: Nos intervenants
Frédéric Berger
E-commerce Product Manager
Dickel Sooriah
VP Marketing EMEA

4. HELICOPTERS
RR/Company Presentation 2019/1.0/April 2019 © Airbus rights reserved17 June, 20204
At a glance
A unique global presence
5.934 bn€
Turnover in 2018
HELICOPTERS
RR/Company Presentation 2019/1.0/April 2019 © Airbus rights reserved
3,064
Operators
148
Countries
30
Customer Centers
and affiliated sites
19,745
Employees

5. HELICOPTERS
RR/Company Presentation 2019/1.0/April 2019 © Airbus rights reserved
A Global FleetHELICOPTERS
17 June, 20205 RR/Company Presentation 2019/1.0/April 2019 © Airbus rights reserved
3,064
O p e r a t o r s
2,991,000
f l i g h t h o u r s l o g g e d
I N 2 0 1 8
85%
o f w h i c h o w n
l e s s 5 a i r c r a f t
148
C o u n t r i e s

6. HELICOPTERS
RR/Company Presentation 2019/1.0/April 2019 © Airbus rights reserved17 June, 20206
2018 consolidated turnover
per activity
HELICOPTERS
RR/Company Presentation 2019/1.0/April 2019 © Airbus rights reserved
59%
Serial
41%
Customer
support
51%
Civil
49%
Military

7. Confidential | ©2020 Mirakl, Inc.
Introduction: Nos intervenants
Frédéric Berger
E-commerce Product Manager
Dickel Sooriah
VP Marketing EMEA

8. AIRBUS Helicopters Marketplace …
Strategic Axes …
• Improve Customer satisfaction thanks to Specialized and
local vendors
Address Customers Irritants where AIRBUS Helicopters is not performant
(Chemicals, Batteries …)
• Sustain market share and margin on Low value / competitive
parts
Change Model on Standards parts (Fasteners, Screws …) when we observe
that Customer buy outside
• Increase business market share and foster Niche markets
Look for Catalog extension through new Products Categories (Medical Kits,
Office supply …)
• Reduce cost on Low value / competitive parts
Save logistics costs (Warehouse, Shipping …) on low value items
• Avoid cost and penalties and Optimise Full complex contract
(HCARE Smart, HCARE Infinite …)
Optimize supply (Packages, Costs …)
Extend Contract coverage
Improve
customer
satisfaction
Specialized and
local vendors
Sustain
market share
and margin
Low value /
competitive
parts
Increase
business
market share
Niche markets
Reduce cost
Low value /
competitive
parts
Avoid cost
and
penalties
Full complex
contract
Risk
Exposure
Legal Threats
Brand
Exposure
Brand Image
Threats
Margin
Attrition
Cash Cow
Threats

9. AIRBUS Helicopters Marketplace
Scope : Client / Produit
• Customer in 148 Countries
• 14 Currency managed
– Major Currencies : EUR, USD, GBP, AUD …
– Local Currencies : Brazilian Real, Nepalese Rupee,
African Zarr …
• All INCOTERM proposed
– FCA/EXW
– CIP/DAP/DDP
• Need Worldwide solution for PSP (Payment Service
Provider)
• Taxes Calculation
• Local Vendors

10. AIRBUS Helicopters Marketplace
Key Success Factors
Platform
Vendors and
Categories
LegalSponsoring
Change
management

11. AIRBUS Helicopters Marketplace …
Vendors Strategy …
Product scope
Logistic
model

12. AIRBUS Helicopters Marketplace …
Make or Buy …
12
Average implementation time is short
No limit on ramp-up
Time-to-market Global cost / Capacity
Purchase cost (includes maintenance costs)
No Dev. CapacityBUY
MAKE
Longer implementation time
Ramp-up limited
Dev. Costs + Maintenance Costs
Dev. Capacity to be created and maintained

13. AIRBUS Helicopters Marketplace
Product Strategy
AERONAUTICAL PRODUCTS NON-AERONAUTICAL PRODUCTS
NON-SPECIFICSPECIFIC
Retail Marketplace
Retail and / or Marketplace Marketplace
Tools & Ground Support Equipment
Chemicals
Goodies
Legacy Fleet Parts (Gazelle …)
Medical Kits
Office Supply
Crew Equipment
Batteries
Fasteners
Labels
STC Upgrades
Bicycle

14. Confidential | ©2020 Mirakl, Inc.
D’autres questions ? Contactez-nous !
Frédéric Berger
E-commerce Product Manager
Dickel Sooriah
VP Marketing EMEA
dickel.sooriah@mirakl.com
@berger-frederic-89541448 @dickelsooriah
frederic.berger@airbus.com

15. Des questions ?

16. AIRBUS Helicopters Marketplace …
Solve Customers Irritants thanks to Specialized Vendors
435€
3 months
135€
3 months
435€
3 months
135€
3 months
115€
On-Stock
25€
On-Stock
16€
On-Stock
Retail Model
2 References sold by Airbus Helicopters
Marketplace Model
16 References (Manufacturers, Packaging …) sold by 3 Vendors
Airbus wondered is they should keep their retail offer, even if it was not competitive. It appeared that some customers were ready to pay
much more with an extremely long delivery timeframe just for the sake of buying directly from Airbus Helicopter

17. AIRBUS Helicopters Marketplace …
Tweezers !

18. Confidential | ©2020 Mirakl, Inc.
D’autres questions ? Contactez-nous !
Frédéric Berger
E-commerce Product Manager
Dickel Sooriah
VP Marketing EMEA
dickel.sooriah@mirakl.com
@berger-frederic-89541448 @dickelsooriah
frederic.berger@airbus.com