Humphrey Service Parts Selects Equip360 by GenAlpha to Launch New eCommerce Website

Milwaukee, WI—Humphrey Service Parts, Wisconsin’s Source for Truck Parts, is moving forward in their digital journey with the selection of Equip360 by GenAlpha Technologies to power their new eCommerce website. This initiative will make it easier than ever for customers to search for, identify, and purchase heavy-duty truck and trailer parts online, 24/7.

The rollout will also include a seamless integration with Karmak’s Dealer Management System (DMS), creating a connected and efficient digital experience. This integration ensures accurate product information, real-time inventory visibility, and streamlined order fulfillment—delivering speed and reliability both online and in-store.

“We’ve built our reputation on service, and we’re excited to extend that commitment into our digital storefront,” said Joe Mason, President of Humphrey Service Parts. “GenAlpha understands the heavy-duty aftermarket, and Equip360 gives us the tools to serve customers better—wherever they are.”

“We’re proud to partner with Humphrey Service Parts as they take this exciting step in their digital transformation,” said Kris Harrington, CEO of GenAlpha Technologies. “Equip360, combined with Karmak integration, will provide their customers with a modern and seamless experience while helping their team scale for future growth."

About GenAlpha Technologies

GenAlpha Technologies collaborates with dealers and aftermarket organizations to assist them in their digital commerce journey. GenAlpha provides an easy-to-use eCommerce and analytics solution that fosters growth and improves customer satisfaction. Equip360 is a comprehensive solution that supports all aspects of equipment maintenance and support. For more information about the company and its offerings, please visit the GenAlpha website at genalpha.com.

About Humphrey Service Parts

Founded in 1973 by Orval Mason, Humphrey Service Parts has been a trusted partner for heavy-duty truck, trailer, and equipment parts. Built on the belief that true success comes from loyalty to the customer, their team goes above and beyond to get customers the right parts—the first time, every time. Focused on saving time and keeping operations running smoothly, Humphrey Service Parts delivers quality products with exceptional service. To learn more, visit humphreyserviceparts.com.