CASE STUDY

Multiple Brands Unify the Dealer Experience with Equip360

CLIENT OVERVIEW

Company: Alamo Group - Recycling & Tree Care Division

Industry: Industrial Equipment & Aftermarket Services

Brands:

Morbark
Rayco
Boxer
Denis Cimaf
Timberwolf

Sales Model: Authorized dealer network

Customer Base: Dealers

Previous System: Multiple brand-specific websites and disconnected service channels

ALAMO GROUP - RECYCLING & TREE CARE DIVISION

The Brands Impacted

THE CHALLENGE

A Fragmented Digital Experience for Dealers

DISJOINTED APPROACH

Operating through a nationwide dealer network, Morbark, Rayco, Boxer, Denis Cimaf and Timberwolf brands rely on dealers to efficiently support end users in the field. However, as each brand developed its own digital tools over time, dealers were required to navigate multiple websites and systems to conduct routine business.

Placing orders, locating parts and manuals, and managing warranty or returns varied by brand, creating unnecessary friction. Inquiries were also handled through separate channels, including a heavy reliance on email, reducing visibility and increasing internal coordination efforts.

This fragmented approach slowed dealer workflows, increased internal complexity, and made it difficult to deliver a consistent, professional experience across the brand portfolio.

KEY PAIN POINTS

Dealers are required to switch between multiple brand websites
Disconnected eCommerce workflows across brands
Parts, manuals, warranty, and returns managed in separate systems
Inquiries handled via email and phone calls with limited transparency
Inconsistent dealer experience across brands

Leadership recognized the need for a single, unified dealer platform that could streamline workflows while supporting multiple brands under one umbrella.

THE SOLUTION

A Unified Dealer Platform Powered by Equip360

Alamo Group’s Recycling & Tree Care brands, partnered with GenAlpha to implement Equip360 as a centralized dealer platform. Equip360 consolidated critical eCommerce and service functionality into one cohesive online platform, enabling dealers to support customers across multiple brands through a consistent, intuitive interface.

WHAT EQUIP360 DELIVERED

A unified platform supporting all brands
Centralized sales order placement for dealers
Integrated parts and manuals lookup
Consolidated warranty and returns management
Simplified inquiry handling with reduced channel fragmentation

The result was a dealer-first experience designed to reduce friction, improve accuracy, and accelerate service to end users.

RESULTS & IMPACT

Meaningful Improvement

Following the Equip360 rollout, the organization saw meaningful improvements in both dealer engagement and internal efficiency:

CONCLUSION

A Streamlined Experience For Dealers and Customers

POSITIVE TRANSFORMATION

By implementing Equip360, Alamo Group’s Recycling & Tree Care division transformed a fragmented, multi-brand dealer environment into a single, unified dealer platform. Consolidating eCommerce, parts and manuals access, and warranty and returns management streamlined internal workflows while empowering dealers to serve end users more effectively.

The outcome is a scalable, dealer-focused digital foundation that strengthens relationships, improves efficiency, and supports continued growth across all brands.

KEY TAKEAWAYS

Dealer-centric design matters:
Tools built for dealers reduce friction and support faster service.
Consolidation increases efficiency:
One platform simplifies multi-brand operations.
Consistency builds confidence:
A unified experience strengthens dealer relationships.