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GenAlpha is Chosen by DESHAZO for Strategic eCommerce Effort

by Miranda Drewitz

DESHAZO, LLC will utilize GenAlpha’s Equip SaaS offering for their eCommerce web site in a five-year software and services agreement.

GenAlpha Technologies LLC was selected by DESHAZO, LLC to implement an eCommerce and eCatalog solution for DESHAZO’s aftermarket parts business. Project discovery meetings will begin immediately, with a projected site launch in early 2020.

GenAlpha will integrate their Equip eCommerce software with DESHAZO’s ERP system, providing seamless access to product pricing, availability and shipping information. The resulting eCommerce presence will offer tremendous added value to DESHAZO customers in part acquisition and equipment maintenance.

“DESHAZO takes great pride in the aftermarket services that we provide to our customers. Partnering with GenAlpha was a great move for us not only because they have a terrific product, but also due to their deep understanding of the needs of manufacturing organizations. This is an important strategic effort for DESHAZO and will put us in a leadership position in providing product service in our industry”, said Tray Ivey, DESHAZO Executive Vice President.

“The GenAlpha team is very excited to dive into this project with DESHAZO, and to help their services team to get the most out of our Equip technology. DESHAZO’s service for their world class crane products will be enhanced with highly efficient and easy to use part selection and purchasing on-line. We appreciate DESHAZO’s commitment to eCommerce and look forward to working with the DESHAZO team on this important initiative,” added Stan Eames, CEO of GenAlpha.

DESHAZO’s powerful new parts eStore will be a feature rich experience for customers, making it safe and easy for them to order parts for their material handling equipment. The proven capabilities of GenAlpha’s Equip system will allow DESHAZO to get up and running very quickly, with minimal impact to current operations.

Headquartered in Brookfield, Wisconsin, GenAlpha Technologies LLC is an innovative provider of eCommerce, eCatalog and customer portal solutions specifically for manufacturers looking to digitize their aftermarket sales efforts. Visit the GenAlpha web site at for more details on the company and their offerings.

DESHAZO is one of the largest leading original equipment manufacturers of overhead cranes in the United States with tens of thousands of overhead cranes in service world-wide. DESHAZO manufactures, automates and installs overhead cranes from light industrial to CMAA class “F” mill duty service, and every crane that comes out of their shop is custom-built from the gears up. For more information on DESHAZO, visit their web site at

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