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Dixie Chopper Has Implemented GenAlpha’s Equip360 Digital Platform

New Customer Announcement Patterson Equipment Company x GenAlpha

Brookfield, WI—Dixie Chopper, a renowned manufacturer of industrial zero-turn lawnmowers, has successfully implemented GenAlpha Technologies’ Equip360 digital platform. They launched on January 2nd, marking the beginning of a new era for Dixie Chopper and their commitment to providing an exceptional customer experience.

Dixie Chopper, known for their dedication to manufacturing top-tier zero-turn lawnmowers, has chosen Equip360 to enhance its digital capabilities and elevate support for both its dealers and customers. The implementation includes key modules such as eCommerce, interactive parts manuals, warranty, and return material authorization (RMA)—all designed to optimize the overall customer journey.

Equip360's eCommerce module ensures a seamless online shopping experience, while the interactive parts manuals bring an innovative and user-friendly dimension to accessing crucial information. The warranty and RMA modules streamline support processes, demonstrating Dixie Chopper's commitment to efficient after-sales service.

"We are excited to partner with GenAlpha Technologies in this digital transformation journey. GenAlpha's understanding of the industry, coupled with their aftermarket parts background, makes them an ideal collaborator for us. The implementation of Equip360 is a testament to our dedication to providing the best possible support and experience for our valued dealers and customers," added Lisa Tubbs, President of Dixie Chopper.

Kris Harrington, CEO of GenAlpha Technologies expressed confidence in the positive impact of these advancements. "Working with Dixie Chopper has been a great experience for everyone on the team. It's evident that Dixie Chopper shares our passion for delivering excellence to dealer partners and customers. We are eager to witness the growth and success that lies ahead for Dixie Chopper in the digital landscape."

About GenAlpha

GenAlpha Technologies partners with original equipment manufacturers and aftermarket organizations to support their digital commerce journey. GenAlpha offers so much more than an eCommerce solution, with digital 2D and 3D bills of materials catalogs, RMA, Warranty, and Product Configurator tools, Equip360 is a complete solution for supporting all aspects of equipment support and maintenance. Visit the GenAlpha website at for more details on the company and its offerings.

About Dixie Chopper

Founded in 1980, Dixie Chopper revolutionized the entire lawn and garden industry by providing the first zero-turn lawn mowers built specifically for commercial mowing contractors. Today Dixie Chopper continues to lead the industry in innovation and quality. Known as “the World’s Fastest Lawn Mower,” Dixie Chopper mowers are about much more than being fast. The company prides itself on providing quality and reliability in addition to speed. To learn more about Dixie Chopper and view the complete line-up of zero-turn lawn mowers, visit the company’s website at Dixie Chopper is owned by RhinoAg, an Alamo Group (NYSE: ALG) Company. Learn more at

Patterson Equipment Company


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