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GenAlpha Partners with Sitation to Offer Digital Merchandising Expertise

Apr. 09, 2020, BROOKFIELD, Wis. – GenAlpha Technologies has partnered with Sitation to provide a valuable range of solutions and expertise to manufacturers. GenAlpha’s integrated eCommerce and eCatalog solution, Equip, provides a powerful offering to manufacturers. Coupled with Sitation’s proven capabilities in data management and content strategy, GenAlpha prospects and customers will have the opportunity to maximize growth as well as further enhance user experience.

“This partnership will allow us to provide our customer base with data and product information management expertise to further maximize the benefits available via our eCommerce solution. Sitation offers a wide range of services and solutions to their clients within distribution as well as manufacturing—which is the primary target of GenAlpha’s offering,” said Kris Harrington, GenAlpha’s President and Chief Operating Officer.

“GenAlpha’s Equip is a unique software platform that delivers value through a broad array of features that today’s manufacturers need to succeed in today’s highly competitive eCommerce environment” said Steve Engelbrecht, Founder and CEO of Sitation. “We see a tremendous opportunity in partnering with GenAlpha to accelerate, focus, and expand the digital capabilities of leading manufacturers around the world through our combined efforts.”

Together, GenAlpha and Sitation offer a compelling level of expertise in assisting manufacturers in their digital transformation efforts. The combined industry knowledge that GenAlpha and Sitation bring to the table is an asset for manufacturers that want to establish an exceptional B2B eCommerce presence. The ability to provide a B2B eCommerce solution that fully encompasses a manufacturer’s unique needs is just another reason why GenAlpha and Sitation have established themselves as industry leaders. Manufacturers are constantly addressing buyer expectations by developing innovative products and staying ahead of the curve―which is why they understand the need for an eCommerce solution that can do the same.

About GenAlpha Technologies

GenAlpha Technologies was originally founded to simplify the parts ordering process for large complex manufacturing organizations. From that need came, Equip, a fully integrated parts and equipment eCommerce, eCatalog, and customer portal solution specifically for manufacturers looking to digitize their sales efforts. Today 30+ manufacturing brands utilize Equip to manage their aftermarket equipment business online. Visit the GenAlpha website at for more details on the company and their offerings.

About Sitation

Sitation is a team of digital merchandising specialists offering a unique combination of software and services. Sitation’s solutions enable retailers, distributors, and brands to increase traffic and conversion by building and executing scalable product content initiatives in a complex and highly competitive omnichannel environment. With a growing customer roster including dozens of Fortune 500 firms and some of the largest players in eCommerce, Sitation’s unique approach combines professional services, SaaS solutions, and a scalable team of content resources to address common issues in master data and product information management. For more information, please visit


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