An interview with Benaïssa Embarech, Head of E-commerce at Aéroports de Paris
Aéroports de Paris (ADP), operator of Orly and Roissy airports, embraced digital innovation to stay relevant in a changing market. This interview with Benaïssa Embarech, Head of E-commerce, reveals how they transformed their traditional business model through online parking sales and CRM development.
The Initial Challenge (2010)
When Benaïssa was recruited to develop online sales, digital tools like CRM were non-existent and the website was purely informative. The challenge was to transform a traditional infrastructure business into a digital-first customer experience.
Competitive Strategy
The key insight was transitioning from high fixed pricing to dynamic online pricing. While traditional on-site parking cost 160€, online booking could start at just 75€ - allowing ADP to compete effectively with off-site parking providers who had been stealing market share.
Overcoming Internal Hurdles
One of the biggest challenges wasn’t technical - it was internal resistance. IT teams and operational staff feared “cannibalization” of existing revenue streams. There were territorial concerns about who owned the customer relationship and which department would control the new digital channels.
The solution was persistence and demonstration through results. By starting small and showing concrete improvements, the team gradually built internal support.
Growth and Expansion
The transformation started modestly - with only 40 online parking spots available for booking. But success breeds success. Today, the platform has grown into a multi-million euro “one-stop shop” that includes:
- Parking reservations
- Hotel bookings
- Car rental services
- Luggage storage and delivery
- Premium lounge access
Advice for Corporate Entrepreneurs
Based on this experience, Benaïssa offers key advice for those looking to drive digital transformation within large organizations:
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Company Immersion: Before trying to change anything, deeply understand the existing business, culture, and constraints. This builds credibility and helps identify realistic opportunities.
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Patience: Large organizations move slowly. What seems obvious to a digital-native might take years to implement in a traditional company. Plan for the long term.
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Present Tangible Facts: Don’t try to sell abstract digital concepts to traditional executives. Instead, run small experiments and let the results speak for themselves. Numbers and demonstrated success are far more persuasive than strategy presentations.
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Find Internal Champions: Identify allies in different departments who can help navigate organizational politics and amplify your message.
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Start Small, Scale Fast: Begin with a minimal viable product that proves the concept, then use that success to justify larger investments.
The Results
The digital transformation of ADP’s parking and services business demonstrates that even the most traditional infrastructure companies can successfully embrace digital innovation - when approached with the right combination of patience, persistence, and customer focus.
The key lesson: digital transformation isn’t just about technology. It’s about changing mindsets, proving value, and building coalitions within the organization.