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Customer Success Story: Broce Broom

Family-owned, Broce Manufacturing, is the leading producer of construction and industrial-style street sweepers, with dealers in over 100 locations across the United States. Founded in 1963 in Dodge City Kansas, Broce Broom has proudly served the construction industry for over 55 years. Offering great options for rental businesses such as the BW-260 and the original 350 series; Broce Broom knows what it takes to get the job done.

The Opportunity

Broce Broom is proud of their long history as a manufacturer of construction and road sweepers. But they were aware that the industry was changing, and in 2020 B2B eCommerce sales for manufacturers had grown 6.7% to about $458.7 billion. Broce wanted to maintain their position as a leader in production by offering innovative digital aftermarket solutions to their industry. They believed that Genalpha’s eCommerce solution was exactly what they were looking for to fulfill this need.

Quote from Alan Vance on partnering with GenAlpha

The Solution & Implementation

  • When GenAlpha originally engaged with Broce Broom they were preparing to upgrade their ERP systems. Both parties agreed to start moving forward, but did not complete a fully integrated eCommerce launch until after the change to the latest ERP configuration was complete.

  • Split Mail Confirmation – As Broce was getting very close to a final launch an internal business process reared its head. The internal team managed different types of products in different ways behind the scenes. GenAlpha worked with Broce to understand the data differences and then establish “tickler” emails sent to the appropriate personnel internally to secure and speed processing shipments to the customer.

  • After extensive evaluation and the formal shared discovery session, it was determined that Broce Broom would not need extensive customizations. The outstanding flexibility that Equip360 has built into its configurable design allowed Broce Broom to align the functionality required to its existing business practices.

The Results

Broce Broom’s innovative eCommerce solution has offered customers an enhanced experience, an easy-to-use interface, a rich online experience, and a quick and easy method to find the parts they’re looking for. While every step in the eCommerce process is important, most organizations focus on the results.

In roughly 6 months after launch, Broce Broom parts store has demonstrated strong customer acceptance:

Over 40% of all orders are now made online Over 2,057 orders Over $1,577,000 in revenue Over 7,540 visits

Trend lines for all the above data continue to show rapid growth The Feedback

Quote from Peter Vance about working with the GenAlpha team

To learn more about how you can maximize your aftermarket sales contact us at, and discover the value an optimized eCommerce solution provides.


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