AAA Case Study

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About the Client

Founded in 1902, the American Automobile Association is a federation of motor clubs throughout North America. This privately held, not-for-profit member and service organization has over 60 million members in the United States and Canada spread out amongst 40+ regional clubs. AAA presents a number of business lines including emergency roadside assistance, insurance (auto, home and life), travel bookings, and discounts on everyday purchases outside of AAA.


Develop products and shared solutions to service multiple AAA clubs each with unique business rules


Automotive, Insurance, Travel, Financial, Discounts

Solutions and eMember Online Cart


Ongoing post-launch successes and best practice building amongst a community of Avagate specialists and AAA clubs


AAA is a very unique company in that there are regional clubs and each of them carry somewhat different business rules. As a handful of clubs looked to outsource some (or all) of their digital solutions, developing products that would work for “everyone” became a need.

Additionally, clubs did not have the bandwidth to maintain and continually enhance their online member experiences.


eMember screenshot

eMember Online Cart
AAA’s online membership cart project required very specific business rules which also relied on the ability for the development to be flexible per club.

A brief look at requirements:

  • New, renew & upgrade membership capabilities
  • Adhere to individual club membership rules and pricing charts
  • Sync directly to website & back of house systems (varies per club)
  • Flexible UI and accepting of ongoing enhancements
  • Simple & advanced promo code support
  • Address verification
  • Online account creation upon membership purchase shown on desktop and mobile devices
The primary goal for creating the new was a mindset reconstruction - moving the web experience from complex to simple, from cluttered to curated and from expected to aspirational.

Although the front-end & back-end is primarily consistent amongst each AAA club, unique API integrations and configurable website features were created to adhere to individual business rules.

A few project highlights:

  • Various vendor API integrations
  • Custom developed drag/drop CMS interface to allow website editors to easily create user-friendly landing pages
  • Online magazine portal, including archive for past issues
  • Event management system with reservation & eTicket capability
  • Travel Tour management system
  • Staff search database


Several AAA clubs are now utilizing our platform which we consider a full-suite of Avagate products & services. and eMember Online Cart continue to provide clubs with significant ROI as we constantly adjust and build new features into the products.

Post-launch (& presently), we provide AAA strategy consulting, design & development retainers, email marketing services and general digital support.

In addition and perhaps the strongest development during this project was the creation of our best practice community. Our team of Avagaters has over 50+ years of experience working with AAA clubs, we know the AAA vertical inside and out. This combined with club representatives presented an opportunity to create a working community with a focus on continually enhancing digital products and experiences for a lasting impact.