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Rhino Selects GenAlpha’s Digital Platform Equip360

New Customer Announcement Patterson Equipment Company x GenAlpha

Brookfield, Wis—We are excited to announce that Rhino, a leading manufacturer in the agricultural equipment industry, has successfully implemented GenAlpha Technologies’ Equip360 digital platform. This strategic move aims to elevate customer satisfaction and provide an optimized digital experience for both dealers and customers.

Known for their commitment to the dependability and performance of their agricultural, commercial, and industrial mowing products, Rhino has launched Equip360's eCommerce, interactive parts manuals, product configurator, warranty, and return material authorization (RMA) modules. This implementation, which took effect in January of this year, reflects Rhino's dedication to advancing their customer support capabilities.

Rhino's products have long been synonymous with excellence, and the migration to Equip360's digital tools is a testament to their ongoing commitment to delivering top-notch service. The new modules will not only streamline support processes but also contribute to building on Rhino's decades of providing high-level support to their valued customers and dealers.

"We're thrilled to partner with GenAlpha to enhance the online experience for our dealers and customers. With GenAlpha's aftermarket parts background and understanding of our industry, we believe this collaboration will lead to an unparalleled digital journey for our stakeholders. We are eager for our customers to experience the benefits of these innovative tools," commented Lisa Tubbs, President at Rhino.

“At GenAlpha, we are equally enthusiastic about this collaboration. Working with Rhino to expand their online presence aligns with our commitment to helping businesses grow and thrive in the digital landscape. Rhino's focus on customer and dealer satisfaction aligns with our values, and we are confident that Equip360 will contribute to their continued success,” said Kris Harrington, CEO of GenAlpha Technologies.

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 Rhino

Rhino is a leading name in agricultural equipment, specializing in tractor-mounted rotary cutters, flail grass mowers, rear blades, post-hole diggers, finish mowers, rotary tillers, boom cutters, and landscape rakes. Used globally for agricultural, commercial, and industrial mowing, as well as landscape preparation and roadside maintenance, Rhino products are known for their versatility. With three-point, pull-type, and semi-mount units available, the product line includes rotary and flail mowers, rear blades, posthole diggers, pasture renovators, tillers, disc mowers, and box blades. Notably, Rhino, Servis, Twister, Flex Flail, FL15, Lumberjack, and Turf Flex are registered trademarks of Alamo Group Inc. Learn more at

Patterson Equipment Company


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