AA Ireland

Case Study: AA Ireland


AA Ireland adopted IM's Workshop Trading platform for building a network of workshops and later integrated an IM-backed warranty into their portfolio.

Partnership in brief

AA Ireland selected IM’s Workshop Trading platform as their framework for building a network of servicing and repairs workshops. Seven months later, they added an IM-backed warranty to their portfolio.

Brand Selected: MotorEasy

Platform solutions: Digital GarageWorkshop Trading PlatformContact Centre

Products supplied: Servicing, Maintenance & Repair

Workshop solutions: Servicing, MOTs, Repairs referrals

The Opportunity

AA Ireland saw a commercial opportunity to build a network of trusted workshops to handle servicing and repairs for existing members and all motorists alike.  A new capability, customer touchpoint and revenue stream, that would also reinforce its support for car dealerships that operate under its AA Approved Car programme.

As a brand proposition, the ability to deliver servicing and repairs through a trusted network of workshops, is perfectly aligned to its brand proposition and historic association with vehicle maintenance and repair. 

To facilitate the roll-out of the workshop programme, the AA needed a garage management platform that could handle the end-to-end process of booking and managing a workshop, while keeping the customer informed each step of the way.

The platform should provide a traffic lighting system to help prioritise and track work, with safety check mechanisms to identify workshops that fall short of required standards.

The Process

AA Ireland issued a tender, inviting Garage Management Platforms to pitch their solutions.

Aside from seeking a partner that could offer a robust and proven garage onboarding and management process, they were also interested in value-add ideas and a collaborative intent to work on future product extensions.

Following an 8-month selection process the AA selected IM’s Workshop Trading Platform in January 2023. By July that year, they extended their workshop offering, providing their dealer network with the opportunity to sell a white label AA car warranty, administered through Intelligent Motoring.

The Solution

IM created a white label version of their Workshop Trading Platform for the AA to self-manage. This backend workshop and customer management framework then plugged into a consumer front end for motorists to book their vehicles in for a service or repair. Both the front and backend systems were developed and delivered by IM, following an extensive scoping and business consultancy process with the AA.

While based on the underlying framework and APIs of IM’s existing platform, the AA Ireland version was reconfigured to handle local data structures for currency, VRN identification, postal verification and more.

The platform is provided on a licence basis, with an agreed framework for enhancements and additional paid development. IM also provide Contact Management support, with a dedicated and experienced member of their Repairs team on call to assist the AA workshop management team.

IM also provide a dedicated Account Manager who coordinates IT and business support, to ensure the platform is successfully transferred to local AA teams. Part of this process includes local training as well as developing a reporting framework and long-term development programme.

Since launch, the AA have onboarded a growing list of local workshops, many now generating significant repairs and servicing business. With the recent launch of a white label warranty offering, these workshops will benefit from the long term delivery of servicing and repairs to keep warranties valid, while handling claims.