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AAA drives foot traffic to retail partners via mobile

Automotive service organization AAA is driving foot traffic to the locations of its retail partners via a loyalty-focused Android application.

The AAA Discounts application lets consumers know about nearby discounts available to members of its Show Your Card & Save loyalty program. The application is available for free in Android Market, but only AAA members can redeem the discount offers.

“AAA recognizes that those in various market segments may wish to interact with AAA in different ways,” said Christie Hyde, manager of the automotive and driver safety programs division of national public relations at AAA, Heathrow, FL. “Member benefits such as roadside assistance, discounts and travel content have very significant value to all members, but especially those who are on the go.

“Providing ready access to these services and content through devices that users have with them further increases the value of AAA membership,” she said.

AAA said it partners with more than 110,000 retail locations for Show Your Card & Save. The organization claims it has 51 million members.

How it works
The Discounts application uses an Android device’s GPS capabilities to pinpoint a consumer’s location.

The application then generates a Navteq-powered Map marking nearby Show Your Card & Save partners.

Consumers can also manually enter a location to find deals available elsewhere.

Here is a screen grab of the application:

Shoppers can tap on the pinpoints to bring up business information, such as an address and phone number that users can click to call.

Individual pages also include details about the AAA discount offer.

Three buttons at the top of each page link to the home page, a directions generator and the application’s click-to-call functionality.

By clicking on the mobile device’s menu button, consumers can toggle between map and list views of nearby AAA partners, text- and map-based directions, a preferences section as well as other features.

Drivers can also use the application to join AAA, access roadside assistance and save offers for later reference.

The application is monetized with banner ads that run across the top of the screen.

Advertisers include Wells Fargo and house ads for AAA Travel Guides.

The A is for ‘Apps’
This is AAA’s fourth free mobile application, following on the heels of an iPhone offering released in May (see story).

In addition, the organization rolled out two mobile services available to Sprint members earlier this year (see story).

“This app is just part of AAA’s overall wireless and telematics strategy,” Ms. Hyde said.

“By making AAA’s unique content and differentiated services directly accessible via wireless devices, AAA members will realize even greater value and savings, and those who are not yet members will have the opportunity to see how AAA membership could benefit them,” she said.