CUSTOMER SUCCESS STORY
Humphrey Service Parts Expands Customer Access with Launch of New eCommerce Platform
CLIENT OVERVIEW
Company: Humphrey Service Parts
Industry: Industrial & Automotive Parts Distribution
Headquarters: Milwaukee, Wisconsin
​Customer Base: Regional dealer network
Previous System: Manual order tracking and support
MODERNIZATION
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Preparing for Digital Transformation​​
Even before launching eCommerce, Humphrey had taken important steps to modernize operations. As a member of VIPAR Heavy Duty, they had access to an established product information management (PIM) system, ensuring their product data was organized and accurate. They also invested in Karmak Fusion, a dealer management system designed to unify operations and support long-term growth.
These two decisions laid the groundwork for digital success. When customer expectations began to shift toward more flexible and self-service buying experiences, Humphrey was ready to take the next step.
THE CHALLENGE
No online storefront
or self-service tools
TRADITIONAL CHANNELS
Before Equip360, Humphrey did not have an online storefront or self-service tools for customers. Orders were managed through traditional channels such as in-person visits, phone calls, and emails. While the team was known for excellent customer service, the lack of digital access limited convenience, especially for customers looking to do business outside of standard hours. ​
DIGITAL PLATFORM GOALS
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Provide customers with the ability to place orders online
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Offer real-time visibility into order status, shipment tracking, and invoice history
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Reduce the dependency on phone and email support for routine transactions
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Maintain the same quality of service across in-person and digital interactions
THE SOLUTION
Equip360 eCommerce Integrated with Karmak Fusion​​
AN INTEGRATION THAT WORKS
To bring their vision to life, Humphrey partnered with GenAlpha Technologies and deployed the Equip360 eCommerce platform. Designed specifically for parts dealers and manufacturers, Equip360 provided the functionality and flexibility Humphrey needed to serve customers online without compromising their brand promise. ​
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The platform integrates directly with Karmak Fusion, ensuring that product availability, pricing, and account information are always current. Humphrey also benefited from their VIPAR PIM data, which accelerated catalog creation and eliminated much of the heavy lifting typically required to prepare product information for eCommerce. ​
THE OUTCOME
A Comprehensive Customer Offering
With Equip360 in place, Humphrey Service Parts now offers a comprehensive self-service experience to customers. Whether they prefer to visit a branch, call the parts counter, or order online, customers can choose the channel that fits their workflow.
THE SITE PROVIDES
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24/7 access to a searchable, accurate parts catalog
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Online ordering and real-time order tracking
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Digital invoice history and account management
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A consistent, user-friendly experience that aligns with Humphrey’s in-person service
LOOKING AHEAD
Delivering Value To Humphrey Customers​​
CONSTANT IMPROVEMENT
As the platform gains adoption, Humphrey will continue to refine the customer experience, measure engagement, and explore new ways to deliver value online. With strong systems in place and a customer-first mindset, they are well-positioned for digital growth.
“Humphrey did the foundational work. They invested in a modern DMS, joined a strong network in VIPAR, and committed to high-quality product data. We were proud to help them take the next step with Equip360,” said Kris Harrington, GenAlpha Technologies. ​
Make Digital Support Simple for Your Customers
